Today's businesses face the challenge of ensuring customers can access their services and products through whatever means they choose. Channel shift moves customer transactions to the most effective and efficient channel of engagement, creating satisfying customer experiences while delivering savings and increasing revenue.
In times of reduced budget and more savvy shoppers, channel shift is seen as an essential method of delivering better services and increasing sales to people looking to buy or seek information.
Channel shift, or web transformation as some people call it, is applicable across all industries. In this post I have highlighted the challenges and successes some businesses in the Financial Services, Travel and Transportation and Public sectors are experiencing.
Web transformation technology is not just about slick looking websites. Digital channels can:
- Deliver more sales
- Reduce the cost of sale
- Reduce customer service cost
- Increase customer conversion
- Increase intelligence about customers.
The good news is that many vendors have proven success in this area. When selecting partner agencies, be sure to check that they can deliver at least 250 percent ROI. In other words for every £1/US$ 1 spent, you should aim to see a cash return or benefit of £2.50/US$ 2.50.
Channel Shift in Travel and Transportation
French ferry operator Brittany Ferries, prides itself on a commitment to provide an excellent online customer experience which has delivered increased bookings, outstanding levels of customer satisfaction and a reduction in contact center costs for this quality-focused cross-channel ferry operator. To date, the firm has moved 75 percent of ferry bookings online with a 275 percent ROI and have recently launched a mobile website to further assist travelers.
National train operator Virgin Trains faced a specific challenge — a significant increase in demand over the recent Olympic Games held in the UK. They quickly deployed a LiveChat facility before the games to enable customer service operators to chat online with up to 6 customers concurrently. This allowed them to help customers with quick questions they had about Virgin Trains’ operations and services whilst increasing conversion rates and customer satisfaction.
Channel Shift in Public Sector
Within the public sector many organizations are facing very clear budget cuts. In the UK there are clearly defined channel costs. According to Socitm, a face-to-face meeting costs £8.62/US$ 14.00, phone contacts are £2.83/US$ 4.59 whereas web transactions can be as little as £0.15/US$ 0.24. This clarity has ensured that channel shift is now widely adopted, but sadly still remains under invested.
Like every local authority in Britain, Basildon Borough Council is under pressure to reduce its operating costs without effecting the quality of service delivery. For the council, that has meant exploring ways in which its website can work harder to reduce the administrative burden on council staff, whilst protecting front line service to the borough’s 172,000 residents. This channel shift project is achieving improved service delivery and has seen ROI well in excess of expectations.
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Source : cmswire[dot]com
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