Need for multi-channel customer support

The way customers interact with companies have changed big time. Today, there are several touchpoints where a customer interacts with your brand before making a buying decision. A customer can choose any channel to initiate a conversation with your organization. And, remember, they also expects the same level of customer service across these channels, as much in your primary channel. Therefore, it is important for your organization and your support team to be available on every channel where your customer is and increase your opportunities to converse with them.

multichannel customer support

Multichannel support options



Email is one of primary support channels that customers and prospects use to get their questions answered. Also it is easier for support agents to respond to queries in the form of email because it is easy to share links or videos or specific files they can use to help the customer resolve their issue. Customers reaching out through email as a channel tend to expect a response within 12 hours.

Social media

This is another area that cannot be ignored in today’s scenario. Customers can post a tweet or ask a question on Facebook and expect your support agents to respond to them on time. While social media is also used by customers to complain about your product or service, it’s your biggest opportunity to address them and win their trust for the long term.


Though the number of customers reaching out via phone is reducing in a big way, it cannot be ignored. For instance, phone can be one of those second channels you can use to show that you care about your customers. Imagine, you are communicating to a customer about a service outage. It makes a world of difference to reach out to them using a phone and explaining them what has happened and how your team is resolving it, than emailing them about it.

Live chat

Not every customer has the time to go to the contact page of your website, find  the right email or phone number to contact. They prefer to get their questions clarified on the fly. Live chat support is a great option for that - based on the page in which a customer is spending time, you trigger an auto-initiated conversation to see if the customer would need any help. This not only helps the customers in terms of what they are looking for, but also build a better perception about the service level of your company.


Several customers may not want to wait to start a conversation with your support agent. They instead want to quickly resolve their issue themselves. You need to offer self-service options where a customer can access a knowledge base or an FAQ or more, based on your understanding of the questions a customer might have. This also means you need to continuously update your self-service content based on the improvements and updates in your product and its features.

Winning with multi-channel support

Though these are different channels from an operational standpoint, remember that it is the same brand from customer’s view point. They expect a seamless experience across all channels. Here are a few things that you can do to make your customer’s life easier.


What next?

Segmenting and differentiating customers

Segmenting your customers refers to grouping your customers based on some criteria for identification. For example, you might want to segment your customers into those currently trialing product, having more than 100 users, and so on. Segmenting is done, so you can customize the conversations with certain type of customers on scale.

segmenting customers