According to a recent Call Centre Helper (CCH) article, multichannel use is predicted to rise exponentially over the next two years. Video is expected to increase 311%, while WhatsApp will grow by 470%, reports CCH.
As noted in the article, which references an Intercom survey of more than 400 contact centers, voice will remain the predominant channel in the coming years, followed by email, mail, and fax. Webchat is predicted to grow by 82% while social media will increase by 41% (with Twitter in particular becoming the most popular communication medium, as cited by 40% of respondents).
The CCH article states that, as multichannel communication continues to rise, customer satisfaction, service level, and first contact resolution will become the three most important metrics for contact centers. Call abandonment and average handling time are still actively used to measure performance in webchat, video, and WhatsApp, notes CCH.
"The [Intercom survey] results show that the contact center is very much alive and kicking with customer service as a priority," says Børge Astrup, Managing Director of Intelcom Contact Center Division. "There is plenty of scope for technological advances and business growth as the contact center transitions to a truly multichannel environment and transforms itself into a highly interactive customer engagement forum."
As customers come to rely on multiple forms of communication in the years to come, companies can leverage multichannel analytics to optimize customer engagement. Multichannel speech analytics analyzes customer conversations across channels, providing insight into what customer want and need at every stage of the customer lifecycle.