The mix of customer communication channels: current state, developments and perspectives

The mix of customer communication channels: current situation, developments, and perspectives

Under the impact of digital, the customer relationship has undergone fundamental changes over the last 5 years. Customers and prospects are now almost all connected, and the daily use of digital has also become a way to contact companies. This naturally adds to the initially available communication channels. It goes without saying that customers expect companies to respond ever more quickly, even instantaneously in the age of messaging services like Messenger or WhatsApp. Customer interaction flow management tools are being disrupted. Companies need to rethink the balance of their "customer communication channel mix" to reflect the habits and preferences of their customers. Will they prefer to contact customer service via Facebook, email, or phone? For what type of requests? Is it possible to automate part of the responses to generic questions? Is it relevant to create, for example, a chatbot for this purpose? Rémi Guionie, Deputy CEO of ViaDialog, discusses these topics in an interview on Digital Interactions