{"id":39482,"date":"2019-07-03T00:00:00","date_gmt":"2019-07-03T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/how-to-build-a-modern-digital-service-strategy-for-every-channel\/"},"modified":"2022-12-30T05:24:51","modified_gmt":"2022-12-30T13:24:51","slug":"how-to-build-a-modern-digital-service-strategy-for-every-channel","status":"publish","type":"post","link":"\/us\/en\/blog\/how-to-build-a-modern-digital-service-strategy-for-every-channel\/","title":{"rendered":"How to build a modern digital service strategy for every channel"},"content":{"rendered":"

\"\"Understand your existing digital communication channels<\/b><\/h2>\n

To map out an omni-digital strategy, you need to understand your present state. Though you are focusing on <\/span>your<\/span><\/i> channels, remember that you are ultimately concerned with the customer experience.\u00a0<\/span><\/p>\n

Document established channels<\/b><\/h3>\n

Inventory the digital channels<\/span><\/a> where your company has already established a presence. In addition to customer service channels, note the channels owned or managed by other departments.\u00a0<\/span>\u00a0<\/span><\/p>\n

Consider that the marketing group tends to own social channels to amplify brand messages, launch campaigns, and attract and engage prospective and existing customers. It\u2019s common for customers to make inquiries on channels like Facebook and Twitter. However, marketing isn\u2019t equipped to respond to customer service needs or complaints, and your support department may not be aware about the inquiries on these channels. Documenting these channels and the types of interactions occurring on them is a vital step in building a comprehensive view of interaction options and a cohesive omni-digital strategy.\u00a0<\/span><\/p>\n

Understand interaction quality and channel preference<\/b><\/h3>\n

To understand the relative importance of\u2014and preference for\u2014each channel to your customer, determine the share of interactions on each channel, and consider adopting other messaging-type channels to pave the way for frictionless interactions.<\/span><\/p>\n

Analyze the metrics associated with each of your channels to understand the quality of interactions. Strong metrics indicate that you are efficiently managing your digital interactions, while weak metrics are a sign of channels needing more attention.<\/span><\/p>\n

Consumers generally expect fast response times from companies, though their expectations vary by digital channel:<\/span><\/p>\n