Start Building a Channel-Less Approach in 2021

cioreviewindia Team | Thursday, 18 March 2021, 15:00 IST

Start Building a Channel-Less Approach in 2021It’s time to gear up your game and forget about omnichannel support. Today it’s key to focus on creating a seamless experience across multiple platforms and move toward a channel-less experience.

In this post, we’ll look at the concept more closely and discuss how you may make the move.

What is Channel-Less Service?

Channel-less service starts with creating a superior customer experience. It’s a slightly more generic format that can be applied across multiple touchpoints, but the focus is always the same - outstanding service. For more details of how a company might compile these plans, you may go here.

Convenience for the client means making things as simple as possible. Clients should be able to interact with the company as easily as possible and consistently receive outstanding support.

How Would This Work in the Real World?

Let’s examine an example to see. Traditional marketing methods might see you creating a sponsored post on Facebook or Snapchat. It could link through to an influencer’s post about the item you’re advertising. They’ll then click through to your sales page to order the item or perhaps enter their email address for updates.

Either way, you’re redirecting the client at least three times. That’s three opportunities for them to click off and go elsewhere.

Channel-less support entails a more direct approach. You’ll create a call to action in the initial post and link through to your sales page. There are no redirects that the client might view as sneaky, and you’ll be better able to see what marketing works.

What is the Difference Between Channel-Less and Omnichannel?

The difference lies in the approach. Channel-less support involves more focus on the client and makes things simpler for companies. The firm creates the ideal customer experience first, irrespective of what platform they use.

Companies may apply this experience to multiple channels with ease. This approach creates a cohesive experience and makes it possible for companies to adopt new communication platforms with ease.

Clients can interact through the medium most convenient for them and expect a great experience every time.

How to Create a Channel-Less Experience

The change is simple enough once you wrap your head around the concept. These tips will get you started.

Focus on a Client-First Approach

The modern customer uses several modes of communication. They might switch between instant messaging, live support, email, and social media several times a day. Firms today should leverage this flexibility and use it to their advantage.

Consider every potential touchpoint and find ways to improve the customer’s experience. Create memorable moments at each stage of the journey, and then work out how to use them with each channel.

A simple example of this is to answer all client queries within half an hour, irrespective of how they’re sent. An email shouldn’t take 24 hours to answer if you can answer a phone call within 5 rings.

You might take things a step further by having one help desk that answers all client queries.

Leverage Technology

Creating this seamless interaction may prove a little tricky without some assistance. Consumer reactions aren’t as predictable as they used to be. Fortunately, with the help of artificial intelligence, it’s possible to forecast what their next move is likely to be.

Amazon Go is an example of how AI might work. These stores have no checkout lines or cashiers because a series of sensors total up what the client buys. As they leave the store, the items they bought are charged to their Amazon accounts.

 While not all businesses can adopt this model, it provides inspiration for applying many a channel-less approach.

By understanding what their clients bought and their priorities, Amazon created a successful business model.  How can you use technology to improve your client’s experience?

Shift to Data-Based Results

We’re moving from being reactive to predicting where the client might go next. We look for ways to interact with customers by providing them with answers to questions they might ask as well.

This approach entails collating data received from several platforms and analyzing it carefully.

Final Notes

A channel-less approach seems counterintuitive at first. For many years we’ve worked towards optimizing our efforts for each platform. We’ve also seen a significant blurring of the lines between different channels over the last few years.

The introduction of buying buttons and live videos on social media are examples of these changes. Companies that fail to note this evolution will go the way of BlockBuster in America because they’ll seem out of touch with their clients.

Firms should start to review the client experience from the client’s perspective and adapt to stay ahead. 

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