Multi-Channel Experiences – How Can the Contact Centre Improve Customer Retention? – Richard Hanscott, CEO at Esendex, explains.
In an age of rising consumer expectations and increased financial scrutiny, customer retention is no longer just a nice-to-have — it’s a business imperative.
As prices climb and budgets tighten, consumers are demanding more value for their money. Central to this is fast, convenient and personalised customer service. New research has confirmed the number of communication channels offered by a company has a direct impact on customer satisfaction and retention.
For example, the financial services industry, often a leader in customer service innovation, consistently offers more contact options, such as app messaging, chatbots, web chats, and traditional call centres. As a result, it enjoys the shortest average wait times to connect with a human agent.
In contrast, industries like retail and utilities, which lag in offering channel variety, are seeing significantly longer wait times and higher levels of customer frustration.
The modern consumer
Today’s consumers are busier than ever and more discerning in how they spend their time and money. The demand for instant gratification has filtered into every part of life, from next-day deliveries to real-time updates.
When it comes to customer service, the expectation is no different. Gone are the days when customers were willing to sit on hold for 20 minutes just to speak with an agent. They now expect seamless service that adapts to their lifestyles, whether they’re commuting, on their lunch break, or juggling work-from-home responsibilities.
Customers today expect to connect with businesses on their own terms, whether that’s through WhatsApp, SMS, email, or live web chat. When companies fail to provide these options, they risk frustrating individuals who increasingly lack the time or patience for outdated, inflexible service channels. An inclusive approach that puts customers first enhances the customer experience and reflects a deeper understanding of individual needs.
The data shows industries with more communication options experience fewer bottlenecks in their customer service processes. This leads to quicker resolution times, more satisfied customers, and ultimately, improved retention.
It’s essential to recognise that accessibility isn’t just a compliance issue but a strategic opportunity. Every customer interacts differently, and businesses that can adapt their communication style and platforms to accommodate this diversity are more likely to build trust and keep customers loyal. A service approach designed around empathy and flexibility can provide a powerful competitive advantage.
Building a smarter channel strategy
To build a more robust and customer-centric communication strategy, businesses should begin with an audit of their existing channels.
This process involves assessing the strengths and weaknesses of current systems, identifying where delays or drop-offs occur, and understanding the most common pain points for customers. Analysing feedback and usage data can also help to pinpoint areas for improvement and show where new channels could add value.
Understanding the preferences of your customer base is equally important. Different age groups and demographics engage in different ways, while younger consumers may gravitate toward messaging apps like WhatsApp or Facebook Messenger, older customers might prefer traditional phone support or email.
It’s essential to base these decisions on data, however, rather than assumptions. By listening to customers and observing their habits, businesses can make informed choices about which platforms to invest in.
Messaging platforms should be introduced in a considered way. These channels work best when integrated into the broader customer service ecosystem, rather than being used in isolation.
Customers shouldn’t feel like they are restarting a conversation every time they switch platforms. Whether they begin an interaction via web chat and continue on SMS, or start with an app message that escalates to a call, the handover must be smooth and context must carry across.
Rise of mobile use
It’s crucial to optimise every communication channel for mobile use. This includes ensuring web chat interfaces are responsive, text-based support is easy to navigate, and any links or forms are quick to load.
A seamless mobile experience increases the likelihood of a positive interaction and reflects well on the brand. In fact, 94% of consumers prefer SMS over any other communication channel, including email, letters, and phone calls, highlighting the importance of mobile-friendly, direct messaging options.
Equipping and training customer service teams is vital when expanding channel options. Every platform has its own nuances — for example, the tone and pacing appropriate for email may not work in a WhatsApp conversation. Staff need guidance on how to communicate effectively across different mediums and how to maintain a consistent tone of voice. Investing in technology that offers a unified dashboard for multi-channel support can also help agents manage conversations more efficiently and avoid duplication.
Automation, particularly through chatbots and AI-driven assistants, can support high-volume environments and manage simpler tasks like order tracking, FAQs, or appointment booking. However, this should never come at the cost of a human connection.
Customers must always have the option to speak to a real person when needed. Bots should serve as a helpful front-line filter — not a barrier to real support.
Tracking success
Monitoring success is the final piece of the puzzle. Businesses must continuously track key performance indicators such as first response times, resolution rates, customer satisfaction scores (CSAT), and Net Promoter Scores (NPS) across all channels. These metrics provide valuable insights into what’s working, what’s not, and where to focus future investments.
Ultimately, the aim of a multi-channel approach isn’t just to give the impression of being cutting-edge — it’s to deepen relationships and keep customers loyal in a competitive marketplace. When people feel heard, supported, and respected, they’re more likely to stay. They spend more, recommend the brand to others, and serve as advocates rather than critics.
In an era where loyalty is earned, not assumed, companies must continuously innovate when they communicate.
By offering a broader range of support channels, optimising them for speed, accessibility, and ease of use, and maintaining a strong human element, brands can transform their customer service into a true driver of retention. It’s not about being everywhere — it’s about being where your customer needs you most, exactly when they need you.
Richard Hanscott is CEO of Esendex
From send in seconds SMS, to advanced mobile messaging services like RCS, WhatsApp and mobile journeys, Esendex has been helping businesses to send great customer communications for over 20 years
For additional information on Esendex visit their Website
