multi channel customer service and support: best practices for engaging customers with multiple...

8/7/2019 Multi Channel Customer Service and Support: Best Practices for Engaging Customers with Multiple Service and Sup…

http://slidepdf.com/reader/full/multi-channel-customer-service-and-support-best-practices-for-engaging-customers 1/11

O}‟y e Aem, Aem, Aem Awl}oife``gl [bxlm%

Hgy} Zxei}oigy nbx G`keko`k Iwy}bagxy {o}f

Awl}ozlg Ygx~oig e`m Ywzzbx} Ife``gly

E [fo}g Zezgx h



Hgy} Zxei}oigy nbx G`keko`k Iwy}bagxy {o}f Awl}ozlg Ygx~oig e`m Ywzzbx} Ife``gly

8

Yaex} bxkeòte}ob`y exg

g~elwe}o`k }fg agxo}y bn emmo`k ife} e`m b}fgx

o`}gxei}o~g nwì}ob`y b`

}fgox {ghyo}gy }b hg}}gx

g`kekg }fg iwy}bagx e`m

zb}g`}oell oìxgeyg yelgy.

]fg XBO bn O`}gxei}o~g Ife}

Nbxxgy}gx Xgygexif Nghxwex =, 8::6

Gvgiw}o~g YwaaexAwl}oife``gl ygx~oig, }fg e~eoleholo} bn yg~gxel ibaawòie}ob`y ife``gly nbx iwy}bagx o`}gxei}ob`, oy

ney} hgibao`k e mg nei}b y}e`mexm o` iwy}bagx iexg. [o}f zbbx ygx~oig iby}o`k }fg W.Y. gib`ba -69

Hollob` e``well, }fg ywiigyynwl hwyo`gyy no`my {ey }b oazxb~g.5 Iwy}bagxy ygg e ibaze` ey e {fblg,

`b ae}}gx {foif mgzex}ag`} }fg mgel {o}f. On geif exge oy `b} o`}gkxe}gm {o}f }fg xgy}, }fg iwy}bagx

hgibagy nxwy}xe}gm e`m lge~gy.

Bxkeòte}ob`y }fe} xgibkòtg }foy exg oìxgeyo`k yzg`mo`k nbx gaeol, ife}, e`m {gh ygln!ygx~oig. [fg`

oazlgag`}gm ibxxgi}l, }fg iwy}bagx {oll hg ehlg }b ifbbyg }fg ife``gl fg zxgngxy e`m g`db

zgxybèlotgm, ygealgyy }xe`yo}ob`y nxba ife``gl }b ife``gl. ]fg xgywl} oy oìxgeygm iwy}bagx ye}oynei}ob`

e`m xg}g`}ob` {o}f lb{gx ywzzbx}, aexcg}o`k, e`m yelgy iby}y.

O`}xbmwi}ob`Kbbm iwy}bagx ygx~oig ie` oìxgeyg }fg zxbheholo} bn nw}wxg zwxifeygy nxba e iwy}bagx e`m hbby}

lb`k!}gxa lbel}. On iwy}bagx ygx~oig oy hb}f gey e`m wygnwl iwy}bagxy ae ib`yomgx zwxifeyo`k abxgzxbmwi}y bx ygx~oigy e`m }fg exg awif lgyy locgl }b ife`kg zxb~omgxy.

]fgyg mey, o` bxmgx }b nwlnoll }fg gey e`m wygnwl xguwoxgag`}, hwyo`gyygy awy} hb{ }b }fg `g{ “moko}el‑

iwy}bagx {fb gvzgi}y }b hg ehlg }b o`}gxei} {o}f }fg hwyo`gyy ~oe e awl}o}wmg bn ife``gly. [folg zfb`g

ywzzbx} oy y}oll }fg aby} zbzwlex, b}fgx ife``gly exg oìxgeyo`kl hgo`k wygm }b lg} hwyo`gyygy c`b{

ehbw} zxbhlgay {o}f }fgox zxbmwi}y, ygx~oigy, e`m, gy, g~g` &bx gyzgioell/ }fgox ywzzbx}. Bxkeòte}ob`y

}fe} ok`bxg }foy }xg`m {oll nell hgfo`m.

Fb{g~gx, o} oy oazbx}e`} }b xgelotg }fe} e` awl}oife``gl

oò}oe}o~g awy} hg hwol} b` e nbw`me}ob` bn ezzxbzxoe}g

}gif`blbk e`m iwy}bagx neio`k zxbigyygy {o}f }fg

ib`}ei} ig`}gx o` }fg ig`}xel xblg.

Ywx~g No`mo`kyO` 8::6, aby} bxkeòte}ob`y o` @bx}f Eagxoie zle``gm

}b oìxgeyg yzg`mo`k b` }fg iwy}bagx gvzgxogìg4

6:' zleigm abxg oazbx}eìg b` oazxb~o`k }fg

wyeholo}, wygnwl`gyy, e`m “g`dbeholo}‑ bn }fgox

b`lo`g ygx~oig e`m ywzzbx} bnngxo`ky.Abxg }fe` 7:' mg}gxao`gm }fe} awl}oife``gl

e`m ixbyy!ife``gl o`}gxei}ob`y, elb`k {o}f xoif

o`}gx`g} ezzloie}ob`y e`m abholg {gh ezzloie}ob`y, {gxg abxg oazbx}e`} }fe` }fg gex hgnbxg.

5]fg Iby} bn Zbbx Iwy}bagx Ygx~oig. Kg`gyy, Bi}bhgx 8::?.




9

E Zwxmwg Wò~gxyo} ywx~g nbw`m ilbyg }b ?:' bn iwy}bagxy ngl} }fgox iwy}bagx ygx~oig gvzgxogìg fem

o`nlwgìgm }fgox mgioyob` ehbw} xgzge} hwyo`gyy. ]fg ywx~g elyb nbw`m }fe} {gll b~gx feln {bwlm lge~g e

ibaze` hgiewyg bn e hem gvzgxogìg {o}f e iwy}bagx ygx~oig ekg`}3 e y}exc zoi}wxg bn }fg iby} bn zbbx

iwy}bagx ygx~oig gvgiw}ob`.

Iwy}bagx gvzgxogìg oìxgeyo`kl ygx~gy ey e monngxg`}oe}bx. Ibazeògy {fb omg`}on }fg aby} iby}gnngi}o~g ibaawòie}ob` ife``gly ie` xgmwig ifwx`, oìxgeyg iwy}bagx lbel}, e`m kg`gxe}g `g{

xg~g`wg bzzbx}wò}ogy.

Awl}oife``gl Iwy}bagx Ygx~oig Xguwoxgag }y

E ywiigyynwl awl}oife``gl oò}oe}o~g awy} hg4

Eiigyyohlg

Ygealgyy

Ib`yoy}g`}

Xgloehlg

Eiigyyohlg

Eiigyy }b awl}ozlg ife``gly oìxgeygy }fg locglofbbm }fe} iwy}bagxy {oll xguwgy} eyyoy}eìg, bnngx

nggmheic, e`m ibazlg}g yelgy. O} elyb bnngxy e kxge}gx ifeìg }fe} iwy}bagx ywzzbx} {oll hg ehlg }b

xgybl~g oyywgy yoìg }fg iwy}bagx {oll hg wyo`k e ife``gl aby} ibanbx}ehlg }b foa.

Nbx gveazlg, lo~g ife} zxb~omgy }fg iwy}bagx {o}f {xo}}g` o`y}xwi}ob`y fg ie` xgngx }b ey fg {bxcy }fg

zxbhlga. [o}f {gh!heygm ygln!ygx~oig, gveazlgy e`m oaekgy ie` g`feìg }xbwhlgyfbb}o`k gnnbx}y &ekolg

c`b{lgmkg/. E ib`}gv}well e{exg yy}ga ie` bnngx }fg ezzxbzxoe}g lg~gl bn eyyoy}eìg e`m o`nbxae}ob`

eiibxmo`k }b iwy}bagx o`zw}.

Ygealgyy

]fg awl}oife``gl ywzzbx} gvzgxogìg awy} hg ygealgyy }b }fg iwy}bagx. On e }xe`yo}ob` nxba b`g

ife``gl }b e`b}fgx oy `gigyyex, iwy}bagx ywzzbx} yfbwlm hg ehlg }b zoic wz }fg }fxgemy bn }fg

ib`~gxye}ob` {o}fbw} fgyo}e}ob`. Iwy}bagxy gvzgi} }fe} g~gx}fo`k }fe} fey hgg` moyiwyygm {oll hg

mbiwag`}gm yb }fe} fg {oll `b} fe~g }b xgzge} }fg y}bx wzb` iello`k heic bx {fg` y{o}ifo`k hg}{gg`

ife``gly, ywif ey nxba lo~g ife} }b zfb`g, bx ygln!ygx~oig }b zfb`g &ekolg ife``glo`k/.

]foy ygealgyy gvzgxogìg hgko`y {o}f e yo`klg ~og{ bn }fg iwy}bagx eixbyy ell ife``gly. Ell iwy}bagx

o`nbxae}ob` ywif ey }fg eiibw`} zxbnolg, bxmgx e`m hollo`k foy}bx, e`m e wò~gxyel foy}bx bn o`}gxei}ob`yawy} hg oìlwmgm o` }fg iwy}bagx xgibxm. O`}gxei}ob` foy}bx oy gv}xgagl wygnwl mwxo`k zxbhlga

gyiele}ob`y {fgxg }fg oyywg oy }xe`yngxxgm }b e monngxg`} ife``gl bx ywzzbx} lg~gl. Ygealgyy awl}oife``gl

ygx~oig age`y e` }xe`yngx yfbwlm hg }xe`yzexg`} }b }fg iwy}bagx.




=

Ib`yoy}g`}

O` awl}oife``gl ygx~oig ib`yoy}gì e`m ygealgyy`gyy kb fe`m o` fe`m. Ell o`nbxae}ob` ko~g` }b }fg

iwy}bagx, b ae}}gx }fg ife``gl, awy} ae}if }b e~bom ib`nwyob` e`m nxwy}xe}ob`. ]foy oy {fgxg o} aecgy

yg`yg }b ib`yblome}g ell ife``gly bn ywzzbx} e`m }b wyg ibaab` {bxcnlb{ zxbigyygy e`m

c`b{lgmkgheygy }b eyywxg eiiwxe}g e`m }oagl o`nbxae}ob` oy ko~g` o` g~gx o`}gxei}ob`. Iwy}bagxy

zgxigo~g geif ib`}ei} }b hg {o}f }fg ibaze` ey e {fblg3 oìb`yoy}gì hg}{gg` monngxg`} ife``gly {oll

ko~g }fg oazxgyyob` }fe} }fg g`}oxg ibaze` oy moybxkeòtgm e`m wèhlg }b zxb~omg ywzgxobx ywzzbx}.

Xgloehlg

E ife``gl oy wyglgyy on w`zle``gm mb{`}oag biiwxy. Oìlwmo`k xgloeholo} ey e xguwoxgag`} {fg` ifbbyo`k

e` ezzloie}ob` bx ygx~oig nbx e ife``gl ie` eaglobxe}g ywif ywxzxoygy. E`b}fgx xguwoxgag`} yfbwlm hg

yieleholo}. Ey }fg iwy}bagx heyg kxb{y, geif ife``gl e`m }fg c`b{lgmkgheyg awy} hg ehlg }b yielg wz

}b agg} }fg mgae`m hb}f fbxotb`}ell e`m ~gx}oiell {o}fbw} ixge}o`k yolby. @b} b`l mbgy }foy cggz

o`nbxae}ob` ib`yoy}g`}, o} elyb ko~gy }fg yy}ga }fg eholo} }b ife`kg ife``gl moy}xohw}ob` }b ae}if

}xennoi.

Hgy} o` Ileyy Y}e}oy}oiy Hgy} o` ileyy iwy}bagx ygx~oig e`m ywzzbx} fey e yokònoie`} oazei} b` hwyo`gyy8. Hgy} o` ileyy

bxkeòte}ob`y fe~g ygg` 8=' ygx~oig aexko`y o` ibazexoyb` }b ell b}fgxy &59'/. ]fg elyb yfb{ e hg}}gx

noxy} iell xgyblw}ob` xe}g4 ;7' nbx hgy} o` ileyy ey ibazexgm }b >:' nbx ell b}fgxy.

Hgy} o` ileyy ibazeògy zxb~omg4

eiigyy }b xgel }oag o`nbxae}ob`3

gmwie}ob` ehbw} el}gxè}g bx emmo}obèl ife``gly3

e` w`mgxy}e`mo`k bn }fg oazei} bn oazxb~gm iwy}bagx aeèkgag`}3 e`m}fg o`}gkxe}ob` bn ell ygx~oigy w`mgx e ygx~oig gvgiw}o~g

]bz 7 Oazxb~gag`} Ei}ob`y nbx

Hgy} O` Ileyy Ygx~oig

Ygln Ygx~oig

Y}e`mexmotgm Gyiele}ob` Zxb}bibl

Eiiwxe}g e`m Ib`yoy}g`} Eixbyy Ife``gly

O`}gkxe}g e`m Iez}wxg Me}e nbx

]xbwhlgyfbb}o`k

Eiigyy }b O`nbxae}ob` nbx Uwoic Xgyblw}ob`

=6'

78'

77'

77'

>='

8Mglo~gxo`k Iwy}bagx Ygx~oig ~oe }fg Ib`}ei} Ig`}gx e`m }fg [gh. Ehgxmgg` Kxbwz, Ygz}gahgx 8::?.




7

Hgy} o` Ileyy Zgxnbxaeìg Y}xe}gk

]fg Ehgxmgg` Kxbwz zwhloyfgm e nxeag{bxc bn y}xe}gkogy nbx hgy}!o`!ileyy zgxnbxaeìg wyo`k awl}ozlg

ife``gly, iellgm ZEIG94

Zxgyywxgy

Ei}ob`yIezeholo}ogy

Gèhlgxy

ZEIG oy e aez bx yy}ga bn hgfe~obxy e`m ei}o~o}ogy }fe} oazxb~g iwy}bagx ygx~oig {folg cggzo`k iby}y

mb{`.

Zxgyywxgy ibag nxba iwy}bagx mgae`m e`m gvzgi}e}ob`y nbx ygx~oig. Nbx gveazlg, iwy}bagxy mgae`m e

fokf zgxig`}ekg bn }fgox ielly hg novgm }fg noxy} }oag &Noxy} Iell Xgyblw}ob`/. Bx }fg gvzgi} eiigyy }b oyywg

}xeico`k }b {e}if }fg zxbkxgyyob` bn e` oìomg`}.

Ei}ob`y oìlwmg eiiwxei e`m ib`yoy}gì eixbyy ell ife``gly, nggmheic abò}bxo`k, e`m oìxgeygm eiigyy}b o`nbxae}ob` }fxbwkf hg}}gx me}e o`}gkxe}ob`. ]fgyg ei}ob`y hb}f mgixgeyg }fg fe`mlo`k }oag bn

iwy}bagx ib`}ei}y e`m oìxgeyg Noxy} Iell Xgyblw}ob`.

Iezeholo}ogy nbx hgy} o` ileyy ygx~oig iell nbx gvgiw}o~g lg~gl b~gxyokf} bn iwy}bagx ygx~oig bzgxe}ob y. O}

elyb age`y iez}wxo`k e`m y}bxo`k me}e e`m nggmheic o` xgel }oag.

Emmo}obèl iezeholo}ogy }b bnngx4

E y}e`mexm gyiele}ob` zxbigyy,

ibaze`!{omg eiigyy }b ygexifehlg, b`lo`g me}eheygy bn iwy}bagx e`m ygx~oig o`nbxae}ob`,

e`m gnnbx}y }b gmwie}g iwy}bagxy o` b}fgx age`y bn yblw}ob`y }fe} mb `b} xguwoxg o`}gxei}ob`

{o}f }fg iell ig`}gx

Gèhlgxy bn hgy} o` ileyy ygx~oig exg bn}g` }gif`blbkoiel o` è}wxg. ]fgyg exg }fg }bbly wygm h iwy}bagx

ywzzbx} }b y}xgealo`g ygx~oig4

B`lo`g ygexifehlg me}eheyg bn o`nbxae}ob` ehbw} oyywg xgyblw}ob`, gyiele}ob` zxbigmwxgy, YLE

o`nbxae}ob`, e`m noglm ygx~oig yifgmwlo`k

[gh!heygm yblw}ob`y me}eheygy {o}f }xbwhlgyfbb}o`k }xggy, ~omgby, nbxway, e`m }fg eholo} nbx

noglm ygx~oig yifgmwlo`k

YAY bx gaeol iwy}bagx wzme}o`k

Iwy}bagx ygx~oig e`m ywzzbx} yblw}ob` bx IXA yblw}ob`

[gh!heygm ygln!ygx~oigC`b{lgmkg aeèkgag`} yblw}ob`

YLE aeèkgag`} yblw}ob`

9Mglo~gxo`k Iwy}bagx Ygx~oig ~oe }fg Ib`}ei} Ig`}gx e`m }fg [gh. Ehgxmgg` Kxbwz, Ygz}gahgx 8::?.




>

Ib`yomgxe}ob`y Zxobx }b Oazlgag`}e}ob`Hgnbxg ifbbyo`k e`m oazlgag`}o`k e` `g{ ife``gl nbx ygx~oig, iwy}bagx zxgngxgìgy awy} hg

mg}gxao`gm. E`b}fgx }eyc }b ibazlg}g zxobx }b `g{ ife``gl oazlgag`}e}ob` oy xg~og{o`k }fg iwxxg`}

yy}ga nbx wyeholo}, gnngi}o~g`gyy, e`m xgyzb`yo~g`gyy.

Uwoic Ifgicloy} nbx Kez Eèlyoy Xg~og{ e`m Oazxb~gag } bn Iwxxg`} Yy}ga4

Gloaoè}g w``gigyyex bx oèzzxbzxoe}g zxbigyygy }fe} hlbic }fg ze}f }b xgyblw}ob`.

Aecg igx}eo` ixo}oiel iwy}bagx ygx~oig oìomg`}y exg gyiele}gm }b }fg ibxxgi} ife``gl nbx hgy}

ygx~oig.

Ko~g iwy}bagx!neio`k y}enn e`m }fg iwy}bagx }fg xokf} o`nbxae}ob` nbx e ney} nov.

G~elwe}g geif }gif`blbk yblw}ob` {o}f e` gg }b{exm oazxb~o`k gnnoiogì e`m c`b{lgmkg ey

{gll ey b}fgx omg`}onogm hwyo`gyy xguwoxgag`}y.

Ae`me}g }xeoò`k e`m gmwie}ob` }b o`nbxa nxb`} lo`g gazlbggy e`m iwy}bagxy bn ife``gl

e~eoleholo}, fb{ }fg ife``gly geif no} o`}b }fg ywzzbx} y}xwi}wxg, e`m {foif ife``gl oy hgy} nbx

}fg zxbhlga e} fe`m.

Bìg }fg kez eèlyoy oy ibazlg}g, mg}gxao`g }fg ife``gly bx ag}fbmy }fe} bnngx }fg hgy} bzzbx}wò}

nbx e uwoic {o`. Zxobxo}otg }fgyg ifboigy eiibxmo`k }b `ggm `b} {e`} . Lo~g ife} ae ygga }b hg }fg

ibblgy} ife``gl }b bnngx, hw} o} ae `b} hg b`g aby} mgyoxgm h iwy}bagxy e`m"bx o} ae `b} lg`m o}ygln

}b e uwoic oazxb~gag`} o` ygx~oig.

]fg zfb`g oy y}oll }fg aby} zxgngxxgm ag}fbm bn o`}gxei}ob` {o}f 77' bn iwy}bagxy ifbbyo`k }foy ib`}ei}

ag}fbm, hw} bn }fbyg gexl feln xgzbx}gm zbbx gvzgxogìgy. ]foy aecgy zfb`g ywzzbx} e ~oehlg

ie`mome}g nbx noxy} oazxb~gag`}y. Zfb`g ywzzbx} elxgem gvoy}y, o} oy geyol y}wmogm, e`m }fgxg exg ae`

ifboigy bn yblw}ob`y }b fglz y}xgealo`g, wzme}g, e`m oazxb~g ygx~oig. O` emmo}ob`, }fgxg exg e` wahgx

bn }xeoò`k zxbkxeay nbx zfb`g ywzzbx} elxgem o` zleig }fe} fe~g zxb~g` }xeic xgibxmy.

]fg aby} gnnoiog`} ag}fbm bn o`}xbmwio`k g{ ife``gly oy }b ibìg`}xe}g b` zeoxy bn ife``gly.

Oazlgag`} }{b ife``gly e} e }oag abxg geyol g`ywxgy }fg ixbyy!ife``gl gvzgxogìg aeo`}eo`y

ib`yoy}gì e`m ib`}o`wo} hg}{gg` }fbyg }{b ife``gly xgkexmlgyy bn {fg` ife``gl y{o}ifgy biiwx

mwxo`k e` o`}gxei}ob`.

Nbiwyo`k b` zeoxy bn ife``gly ie` ixge}g oaagmoe}g ~elwg, fglz mgno`g ezzxbzxoe}g ag}xoiy, e`m fglz

hwolm o`}gxèl xgle}ob`yfozy hg}{gg` ekg`}y }fe} ygx~g }fg ~exobwy ife``gly. O} elyb yoazlonogy ife``gl

oazlgag`}e}ob`. ]xo`k }b oazlgag`} ell ife``gly e} bìg ibwlm hg ib`nwyo`k, lg`k}f, e`m

ibw`}gxzxbmwi}o~g. Oazlgag`}o`k b`g ife``gl e} e }oag xoycy oìb`yoy}gì.

Ney}gx, yabb}fgx oazlgag`}e}ob`y elyb fglz kg`gxe}g ywzzbx} nxba wzzgx aeèkgag`} {fb ie` abxg

geyol ygg fb{ }fg iwy}bagx gvzgxogìg e`m }fg hb}}ba lo`g {oll hg oazei}gm h }fgyg ife`kgy.




;

Bxmgx e`m O`nxey}xwi}wxg bn Oazlgag`}e}ob`]fgxg exg yg~gxel y}gzy }b mg}gxaoò`k }fg bxmgx ife``gly {oll hg emmgm ey {gll ey }fg `ggmgm

o`nxey}xwi}wxg ife`kgy }b ywzzbx} geif ife``gl. Ey ag`}ob`gm gexlogx, }fg hgy} hg} nbx noxy}

oazlgag`}e}ob` oy }fg b`g }fg iwy}bagx {e`}y aby} }fe} elyb e`y{gxy e hwyo`gyy `ggm.

Aezzo`k ife``gly }b iwy}bagxy bnngxy o`yokf}y o`}b ife``gl zxgngxgìgy e`m }fg }zg bn ywzzbx}

zxgngxxgm nbx geif ife``gl. Y}wmogy fe~g yfb{` iwy}bagxy ifbbyg ife``gly heygm b` eiigyyoholo} e`m

}fg è}wxg bn }fg oùwox. [folg }fgxg exg ybag kg`gxe}obèl monngxgìgy o` ife``gl ifboig, }fg zxbigyy

bn zxgngxgìg eèlyoy {oll locgl mg}gxao`g {foif ife``gly {bxc hgy} nbx e zex}oiwlex hwyo`gyy.

O` emmo}ob` }b iwy}bagx zxgngxgìg, e` bxkeòte}ob` ae {oyf }b nwx}fgx aez ife``gly eiibxmo`k }b }fg

~elwg bn }fg iwy}bagx. E {bxm bn iew}ob`4 on iwy}bagxy exg aezzgm eiibxmo`k }b ~elwg, o} oy oazgxe}o~g }b

cggz }fg monngxgìg ey w``b}oigehlg ey zbyyohlg yb lb{gx ~elwg iwy}bagxy mb b} zgxigo~g e lgyygx

gvzgxogìg.

B`g yigèxob oy }b bnngx awl}ozlg ife``gly {o}f e }ogxgm ygx~oig y}xe}gk. ]fg fokfgx iby} ife``gly, ywif

ey zfb`g e`m ife}, exg xgygx~gm nbx fokf ~elwg iwy}bagxy {folg lb{gx ~elwg iwy}bagxy exg loao}gm }b

ygln!ygx~oig e`m gaeol.

E ygib`m yigèxob oy }b oaagmoe}gl xbw}g fokf ~elwg iwy}bagxy }b abxg fokfl gvzgxogìgm y}enn e`m }b

bnngx }fga abxg gv}g`yo~g e`m }okf}gx YLEy {folg lb{gx ~elwg iwy}bagxy awy} {eo} o` uwgwg lb`kgx e`m

hg abxg nxguwg`}l ib``gi}gm {o}f lgyy gvzgxogìgm y}enn.

Aezzo`k ife``gly }b }fg hwyo`gyy zxb~omgy o`yokf} o`}b }fg hgy} ife``gly nbx }fg yzgionoi }zg bn

oùwoxogy xgigo~gm e`m hgy} no} nbx iwxxg`} iwy}bagx ywzzbx} bzgxe}ob`y, e~eolehlg y}enno`k, e`m hwmkg}o`k

xgy}xeo`}y. ]fg ife``gl }fe} hgy} ae}ifgy hb}f xguwoxgag`}y xgigo~gy noxy} zxobxo} nbx oazlgag`}e}ob`.[fg` eyyokò`k ife``gly, }oag yg`yo}o~o} awy} hg ib`yomgxgm. Wxkg`} oùwoxgy `ggm xgel }oag ife``gly

nbx hgy} ygx~oig.

]fg nbllb{o`k exg ybag ibaab` ife``gl moy}xohw}ob`y nbx ~exobwy oùwox }zgy4

Ygln!Ygx~oig e`m

Ew}b!Gaeol

]fgyg ife``gly exg hgy} nbx wìbazloie}gm o`nbxae}obèl uwgxogy,

heleìgy, zxbmwi} nge}wxgy, e`m ib~gxekg exgey.

Ife}]foy ife``gl oy hgy} nbx abxg ibazloie}gm o`nbxae}obèl uwgxogy, ibazlgv

zxbmwi}y, fokf ~elwg iwy}bagxy, bx }b xgmwig yfbzzo`k iex} ehe`mbàg`}.

Gaeol

]foy ife``gl oy hgy} ywo}gm nbx abmgxe}gl ibazlgv uwgxogy ehbw} heic

g`m yy}gay xguwoxgag`}y ywif ey xguwoxgag }y nbx xg}wx`gm

agxife`moyg.




6

Elokò`k ife``gly {o}f bzgxe}ob`y g`ywxgy }fe} ibazloeìg xguwoxgag`}y exg ag}. ]fgxg ae hg

xguwoxgag }y nbx gìxz}gm me}e, ygiwxg me}e }xe`yaoyyob` eiibxmo`k }b y}e`mexmy, e`m hwolmo`k ewmo}

}xeoly eab`k b}fgx }fo`ky. Cggz o` ao`m }fe} `b} ell }zgy bn zxbigyygy {bxc {gll nbx ell ife``gly. Nbx

gveazlg, ife} kg`gxell mbgy `b} {bxc {gll {o}f ae`wel zxbigyygy xguwoxo`k e {eo}!}oag ywif ey

xgygexif bx }fg ggm nbx e yzgioelotgm ekg`}.

Ygln!ygx~oig ife``gly xguwoxg eiigyy }b e ygexifehlg c`b{lgmkg heyg }fe} {oll zxb~omg ib`yoy}g`}

o`nbxae}ob` nxba e` }bwif!zbo`}. Oìb`yoy}g`} o`nbxae}ob` iewygy iwy}bagxy }b moy}xwy} }fg ew}bae}gm

ife``gly, e`m }fg }fg` {oll ib`}ei} e abxg gvzg`yo~g, fokfgx }bwif ife``gl. ]foy oìxgeygy bzgxe}obèl

iby}y e`m mgixgeygy ye~o`ky nbx }fg ywzzbx} ig`}gx.

On }fg ygln!ygx~oig ife``gl oy `b} bzgxe}gm h iwy}bagx ygx~oig, iwy}bagx ygx~oig lgemgxyfoz awy} ixge}g

e ze}f{e }b `b}on }fg ygln!ygx~oig aeèkgx ehbw} wyekg zxbhlgay yb xbb} iewyg eèlyoy e`m xgmwi}ob`

bn ielly ie` hg zwxywgm. Fb{g~gx, }foy }zg bn exxe`kgag`} o`}xbmwigy e hb}}lg`gic {foif {oll oìxgeyg

}fg zxbheholo} bn e ygx~oig neolwxg.

O`nxey}xwi}wxg xguwoxgag`}y awy} hg hxbem g`bwkf }b oìlwmg nw}wxg gvze`yob` e`m ife`kgy. Zle`ò`k

nbx }fg oaagmoe}g ggmy b`l {oll xgywl} o` iby}l e`m lgyy!{bxcehlg ife`kgy nbx nw}wxg ife``gly.

Ekeo`4 }b e~bom oìb`yoy}gìogy, e wònogm me}eheyg bx c`b{lgmkgheyg yfbwlm hg e~eolehlg nbx eiigyy h

ell ife``gly. Fb{g~gx, }fg c`b{lgmkg awy} hg nbxae}}gm nbx geif ife``gl. Ife} {oll xguwoxg e abxg

ehhxg~oe}gm nbxa }fe` gaeol.

B}fgx o`nxey}xwi}wxg xguwoxgag`}y oìlwmg ib``gi}ob`y }b heic bnnoig o`nbxae}ob` e`m o`}gxei}ob`y4

Eiigyy nbx ekg`}y

O`}gkxe}ob` {o}f ife``gly

C`b{lgmkgheyg, bxmgxo`k, e`m nollo`k yy}gay

Eiibw`}o`k me}eheyg

E wònogm ekg`} mgyc}bz {o}f }fg eholo} }b ekkxgke}g }fg me}e o` xgel }oag nxba awl}ozlg ybwxigy

^boig ↘ Gaeol ↘ Ygln!Ygx~oig ↘ Ekg`} C`b{lgmkgheyg ↘ Ife} ]zoiel Bxmgx bn Oazlgag`}e}ob`

C`b{lgmkg Ig`}gxgm Ywzzbx} Hgy} Zxei}oig4 Mgzlb ell c`b{lgmkg o`}gxèll hgnbxg wyo`k o} o` ygln!ygx~oig }b

oazxb~g }fg o`nbxae}ob` e`m o}y zxgyg`}e}ob`.




?

Bìg }fg o`nxey}xwi}wxg oy o` zleig, e zle` awy} hg aemg nbx ib`}o`wbwy oazxb~gag`}4

Ib`y}e`} hgìfaexco`k e`m eèlyoy }b agg} iwy}bagx ggmy, mglo~gx zxbmwi}o~o} e`m iby}!

gnnoiogì oazxb~gag`}y

Zgxnbxaeìg eèlyoy nbx geif ife``gl }b no`m }xg`my, kezy o` mglo~gx, uwelo}, gnnoiogì

Ife``gl yzgionoi ag}xoiy &gveazlg4 xgel!}oag abò}bxo`k bn gaeol, e~gxekg fe`mlg }oag nbx ife}/=

Hgy} Zxei}oigy nbx Awl}oife``gl Mgzlbag`} ]fg noxy} e`m nbxgaby} hgy} zxei}oig nbx e` ife`kg oy }fe} iby} yfbwlm `b} hg e mg}gxaoò`k nei}bx o` e`m

bn o}ygln. Ybag o`gvzg`yo~g yblw}ob`y ae hg e kbbm no}, hw} b}fgxy ae `b} hg {bx}f }fg ye~o`ky. [gll

mgno`gm hwyo`gyy xwlgy ie` mg}gxao`g {foif oy hgy} nbx e zex}oiwlex zwxzbyg o` e` o`mo~omwel bxkeòte}ob`.

[fg` oazlgag`}o`k `g{ ygx~oig ife``gly, ~blwag ae oìxgeyg ey iwy}bagxy no`m `g{ {ey }b aecg

ib`}ei}. G`bwkf ekg`}y {o}f }fg ibxxgi} ycolly awy} hg e~eolehlg }b fe`mlg }fg `g{ ~blwag. O} oy elyb

oazbx}e`} }b omg`}on }fg lg~gl e`m }zg bn ywzzbx} y}enn `ggmgm nbx }fg `g{ ife``gl ~blwag ywif ey

ywhdgi} ae}}gx gvzgx}y &YAGy/ e`m c`b{lgmkgheyg gmo}bxy.

Ib`yoy}gì e`m ib`}o`wo} elb`k {o}f ifboig exg }fg aby} mgyoxgm e}}xohw}gy ey yfb{` h iwy}bagx

ywx~g. ]fg hgy} bzzbx}wò}ogy nbx oazxb~o`k iwy}bagx gvzgxogìg ibag nxba zxbei}o~g ywzzbx},

zgxybèlote}ob`, e`m ixbyy ife``gl o`}gkxe}ob`. Ell bn }fgyg oazei} }fg ib`yoy}gì e`m ib`}o`wo} bn

ygx~oig. O` nei}, 69' bn iwy}bagxy {e`} e abxg zxbei}o~g ezzxbeif }b ygln!ygx~oig {fgxg lo~g o`}gxei}ob`

oy uwoicl bnngxgm {fg` o} hgibagy ezzexg`} }fg iwy}bagx oy fe~o`k monnoiwl}ogy, e`m hgnbxg }fe}

iwy}bagx oy nbxigm }b iell bx xguwgy} lo~g ib`}ei} foaygln.

Iwy}bagxy awy} elyb fe~g }fg eholo} }b zgxnbxa ibazlg}g }xe`yei}ob`y o` e` ezzxbzxoe}g ife``gl. On }fg iwy}bagx ifbbygy }b ife`kg ife``gly mwxo`k e` o`}gxei}ob`, yfg awy} xgaeo` o` ib`}xbl bn }fg

o`}gxei}ob`. Nbx gveazlg, on }fg iwy}bagx xguwgy}y e` gaeol {o}f e }xe`yixoz}ob` bn }fg ~boig o`}gxei}ob`

yfg dwy} fem, }fgxg yfbwlm hg e zxbigyy }b eiibazloyf }fe} gnnoiog`}l e`m gnngi}o~gl. ]eolbx }fg bz}ob`y

h ygkag`}o`k e`m zxobxo}oto`k iell }zgy }b oazxb~g }fg zgxigz}ob` bn iwy}bagx ib`}xbl.

=Kwomglo`gy nbx e Ywiigyynwl Awl}oife``gl Ygx~oig Y}xe}gk. CE@E, Bi}bhgx 8::6.




5:

]fg aby} ibaab` iewygy bn

iwy}bagxy mgngi}o`k exg }fg `ggm

}b xgzge} }fgaygl~gy, hgo`k

}xezzgm o` e` ew}bae}gm yy}ga,

hgo`k nbxigm }b {eo} }bb lb`k nbx

ygx~oig, xgzxgyg`}e}o~gy hgo`k

w`neaoloex {o}f iwy}bagx foy}bx bx ~elwg, e`m }fg monnoiwl} bn

y{o}ifo`k hg}{gg` ife``gly.

Ibaab` ZxbhlgayO} oy zgxfezy aby} }gllo`k }fe} abxg }fe` }fxgg!uwex}gxy bn iwy}bagxy ye }fgox aby} ye}oyno`k

gvzgxogìg biiwxxgm hgiewyg }fg {bxcgm {o}f e iezehlg, ibazg}g`} iwy}bagx ekg`}. ]foy gvzleo`y }fg

nbllb{o`k y}e}oy}oiy4

Aby} iwy}bagx ygx~oig zxbhlgay e`m neolwxgy exg mwg }b zbbx ygx~oig y}xe}gk &`b} zgbzlgoyywgy/.

]fg hokkgy} ibaawòie}ob`y kezy exg {o}f ^boig Ygln Ygx~oig &O^X yy}gay/ e`m [gh Ygln

Ygx~oig, e} !97' e`m !7:' xgyzgi}o~gl.

Aby} ixbyy ife``gl gvzgxogìgy exg zbbx {o}f 5? bn 79 ibazeògy hg o`k dwmkgm ey “~gx zbbx‑

o` ixbyy ife``gl xg~og{y h Nbxxgy}gx Xgygexif. @b`g {gxg nbw`m }b hg “~gx kbbm‑, 95 {gxg

“kbbm‑, e`m }fg xgy} &5?/ {gxg “BC‑.

Zezgx aeol oy ei}well zxgngxxgm b~gx zbbxl oazlgag`}gm ~boig ygln!ygx~oig &O^X/ hgiewyg ~boig

xgyzb`yg yy}gay mb`‟} xgibkòtg iwy}bagx ~elwg, leic ib`}gv}, e`m mb `b} w`mgxy}e`m

iwy}bagx `ggmy. &]fbyg }xezzgm o` e` O^X yy}ga yzg`} e` e~gxekg bn b~gx ? ao`w}gy }xo`k }b

xgeif e fwae`./

[o}f ilbyg }b ;7' bn ib`ywagxy kbo`k nxba }fg

{gh }b e`b}fgx ife``gl }b xgygexif, hw, bx bh}eo`

ygx~oig, y}e}oy}oiy locg }fgyg mb `b} hbmg {gll nbx

ibazeògy }fe} ie``b} yabb}fl o`}gkxe}g

awl}ozlg ife``gly.

Ae` ibazeògy y}oll bzgxe}g o` yolby bn

ibaawòie}ob`y ife``gly ywif ey e “{gh }gea‑, e

“ib`}ei} ig`}gx‑, e`m “yelgy‑, geif {o}f }fgox b{`

ag}fbm bn mgelo`k {o}f }fg iwy}bagx e`m }fgox

b{` zbbl bn o`nbxae}ob`. E`b}fgx }zg bn yolb

y}xwi}wxg o`~bl~gy nxekag`}e}ob` bn o`nbxae}ob`

`ggmgm h iwy}bagx ywzzbx} o`}b `wagxbwy

me}eheygy }b {foif }fg fe~g lo}}lg }b `b eiigyy. On }fg mb fe~g eiigyy }fg o`}gxei}ob` oy ylb{gm h }fg

`ggm }b eiigyy abxg }fe` b`g me}eheyg nbx ell `ggmgm o`nbxae}ob`.




55

Ywaaex

]fg `ggm nbx awl}ozlg ife``gly nbx o`}gxei}o`k {o}f hwyo`gyy ie` hg ok`bxgm `b lb`kgx. Ife``gly bw}yomg

bn }fg zfb`g exg `b{ y}e`mexm nbx }fg iwy}bagx gvzgxogìg. ]fg iwy}bagx gvzgi}y }fgyg ife``gly }b hg

o`}gkxe}gm, {o}f }fg yeag o`nbxae}ob` e~eolehlg }b geif ife``gl. Yfg gvzgi}y zgxybèlotgm o`nbxae}ob`

}b hg eiigyyohlg }b ell ife``gly, e`m nbx geif ife``gl }b zxb~omg }fg yeag o`nbxae}ob` ey g~gx b}fgx.Zbbx awl}oife``gl y}xe}gk oy xgyzb`yohlg nbx aby} iwy}bagx nxwy}xe}ob`y e`m geif ibaze` awy}

mg}gxao`g {foif ife``gly exg wygm h }fgox zex}oiwlex iwy}bagxy, e`m ifbbyg }fbyg }fe} exg ezzxbzxoe}g

nbx }fgox o`mwy}x e`m }fg }zg bn uwgxogy }fg xgigo~g. Hb}f }fg ife``gl }zg e`m }fg `ggmgm

o`nxey}xwi}wxg awy} hg ib`yomgxgm, `b} dwy} nbx }fg iwxxg`} o`}gkxe}ob` hw} nbx nw}wxg o`}gkxe}ob`y e`m

ife``gly.

EHBW] ZFEYG[EXG, O@I.

Bnngx 8=";"9>7 iwy}bagx ywzzbx}. Ibaawòie}g {o}f bwx iwy}bagxy }fxbwkf awl}ozlg ife``gly. @g~gx lg} e`b}fgx

oìomg`} nell }fxbwkf }fg ixeicy. ]ecg ib`}xbl bn bwx oìomg`} aeèkgag`} zxbigyy {o}f Zfeyg[exg.

Zfeyg[exg zxb~omgy yoazlg g} ybzfoy}oie}gm iwy}bagx ygx~oig e`m ywzzbx} ybn}{exg }fe} {oll kxb{ {o}f bwx

hwyo`gyy.

Ig`}xelotg o`nbxae}ob` b` iwy}bagxy, oìomg`}y, e`m ygx~oig lg~gl ekxggag`}y.

Ew}bae}g elgx}y, }eycy e`m gyiele}ob`y eiibxmo`k }b zxgmg}gxao`gm hwyo`gyy xwlgy.

Fex`gyy iwy}bagx ygln!ygx~oig }gif`blbk.

Ibaawòie}g h zfb`g, gaeol, ife}, nbxway e`m abxg.

[g mglo~gx zb{gxnwl, o`}wo}o~g, ennbxmehlg iwy}bagx ywzzbx} ybn}{exg b`!zxgaoyg e`m b`!mgae`m. Zfeyg[exg4

Oìomg`} aeèkgag`}, iwy}bagx aeèkgag`}, e`m c`b{lgmkg aeèkgag`} aemg gey. ]fg ibaze` oy zxo~e}gl

b{`gm e`m fgemuwex}gxgm o` AiCo``g, ]V. Nbx abxg o`nbxae}ob` ~oyo} {{{.zfeyg{exg.iba.

http://www.phaseware.com/




multi channel customer service and support: best practices for engaging customers with multiple...

Documents