Technology is allowing for a growing number of communication channels between businesses and their customers. As businesses contemplate the various options available, questions naturally arise about the pros and cons of various communication channels, the costs involved, and whether customers will use them. And there’s the rub. What channels do your customers want? What will they use? Customer expectations can change as rapidly as the technology.

1. From Single Channel to Omnichannel
Tom Vander Well Nicolas Rodriguez
With: Moderated by:
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2. A global market leader in business communications powering more than two
billion business connections, Mitel (Nasdaq:MITL) (TSX:MNW) helps
businesses and service providers connect, collaborate and provide
innovative services to their customers. Our innovation and communications
experts serve more than 70 million business users in more than 100
countries. For more information, go to www.mitel.com and follow us on
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4. About Tom Vander Well
Tom is President and CEO of Intelligentics, an Iowa based research and QA firm that has provided
a full array of customer research and QA services for over a quarter century. He is a pioneer in the
field of contact center Quality Assessment (QA). A popular blogger and speaker, he has long been
a passionate advocate for customer-centered, result-oriented CSAT and CX solutions.
Intelligentics serves a wide range of B2C and B2B clients with a global reach. Tom lives in Pella,
Iowa with his wife Wendy where he spends his spare time dabbling as a playwright and back porch
musician.
About Nicolas Rodriguez
Nicolas Rodriguez is the Editor for several websites in the Aggregage network. After graduating from
CSU: Long Beach with a BA in Political Science, he worked in conference production for the
biotechnology and pharmaceutical industries before joining the team at Aggregage. His background
includes event production, political op-eds & reporting, stand-up comedy, and podcasts.
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5. 5
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Where are We Coming From?
Our experience and expertise is gathering intelligence:
• What do our customers want and expect?
• What drives their satisfaction & dissatisfaction?
• What is be best for us and our customers?
Then using data to make the right tactical plan.
(FWIW: We are platform and system agnostic.)
From Single Channel to Omnichannel

6. 6
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A Few Considerations from the Trenches
• Not all customers are the same.
• Just because you offer it doesn’t mean they’ll use it.
• Avoid letting technology be the tail wagging the dog.
• There is an “I” (but no “Team”) in IT.
• Be prepared for more/different calls.
From Single Channel to Omnichannel

7. 7
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From Single Channel to Omnichannel
Resolution
Offers Appropriate Solutions Clear, Knowledgeable
Answers
Courtesy/Friendliness
Listens w/o Interrupting
Answers w/o
Transfers
Avoids Jargon
Recognizes
You by Name
Efficiency Locating
Acct Info
Quickness
Reaching a CSR
Ease Finding Right #
Open When Needed
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
87 88 89 90 91 92 93 94 95 96 97 98 99 100
Importance
Satisfaction (Top-2 Box)
Customer Experience Quadrant Map
Low
High
High
Key Strengths
Expected StrengthsMinor Factors
Key Opportunities

8. 8
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From Single Channel to Omnichannel
8
4.2
7.7
10.5
11.9
13.2
18
26.5
10.2
5.2
8.4
11.5
12.5
9.2
13.5
29.5
0 5 10 15 20 25 30
Other
Charge/Fee Inquiry
Update account information
Shipping/Tracking Issue
Billing/Invoice Question
Password/Account Access Issue
Order Status
Pre-order Inquiry
Percent of Calls
2017 2018

9. 9
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From Single Channel to Omnichannel
34.1
24.8
13.1
25.1
22.1
18.7
28.9
41.1
41
11.9 12
27.2
Silver Customers Gold Customers Platinum Customers
Age Group
By Customer Tier
over 64
55-64
45-54
Under
45
9
13.2
21.1
34.1
22.6
0
5
10
15
20
25
30
35
40
Under 35 35-44 45-54 55-64 Over 64
PercentofRespondents
Age (Self-reported)
All Customers, 2018

10. 10
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From Single Channel to Omnichannel
30.4
32.1
38.8
40.2
19.2
20.1
25.4
30.8
49.6
52.2
64.2
71
0 10 20 30 40 50 60 70 80 90 100
Being Able to Text with an CSR
A WebChat Option via the Website
Get Answers from Voice Response System
Being Able to Leave a Msg and Receive a Call
Back from CS
Potential Channel & Communication Options
Definitely Use
Probably Use

11. 11
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From Single Channel to Omnichannel
Questions?

12. 12
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Email
• Pro: Expectation lower on response (0-1 days)
• Pro: Inexpensive
• Con: CSRs must read between the lines
• Con: Long strings can be inefficient & prolong angst
• Crucial: Consistency of communication
From Single Channel to Omnichannel

13. 13
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Text/SMS
• Pro: Increasing use making it standard
• Pro: Quickest way to reach customers
• Pro: Lends itself well to automated updates
• Con: Not a great medium for complex issues
• Con: Response expectations higher than email
• Crucial: Limit what you push, keep it simple
From Single Channel to Omnichannel

14. 14
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Web Chat
• Pro: Relatively inexpensive option
• Pro: CSRs can service multiple customers at once
• Pro: Customer expectation relatively low
• Con: Historically low participation rates
• Con: Poor medium for complex issues
• Crucial: Speed of response; Personable CSRs,
Consistency, Push availability, Escape hatch
From Single Channel to Omnichannel

15. 15
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Bots
• Pro: Efficient for simple inquiries and tasks
• Pro: Technology is rapidly evolving & improving
• Con: Underestimation of back-end requirements
• Con: Perception of inhuman obstacle
• Crucial: Know on-going requirements; Know that
expectations defined against best technology;
Escape hatch; humanize; define limits
From Single Channel to Omnichannel

16. 16
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Conclusions
• Small investment in knowing your customers can
save costly mistakes in poor channel decisions.
• Have a tactical plan. All channels have pros and
cons. Decide what is right for you and your
customers now, & what to plan and save towards.
• When considering channel technology ask a lot of
questions, define boundaries, get referrals.
From Single Channel to Omnichannel

17. Sponsored by
Q&A
Nicolas Rodriguez
With: Moderated by:
CEO, Intelligentics
Linkedin: /in/tom-vander-well-86abb21/
Twitter ID: @Intelligentics
Email: tom@intelligentics.com
Website: intelligentics.com
Tom Vander Well
Editor, Aggregage
Linkedin: /in/masadluffy
Twitter ID: @CXUpdate
Email: nicolas.Rodriguez@aggregage.com
Website: aggregage.com
https://www.customerexperienceupdate.com/webinar-series/customer-experience/
https://www.customercontactcentral.com/webinar-series/customer-experience/
https://www.mitel.com