What is a multichannel approach to customer relations?

A multichannel approach to customer relations consists of offering consumers various means of communication, such as phone, email, chat, social media and instant messaging. This allows each customer to choose the channel that suits them best, based on their preferences and needs.

This diversity reflects changing customer habits. For example, a customer may prefer the phone for an urgent request, use email to send important documents or choose WhatsApp to track an order without having to stay connected at all times. However, multiplying touchpoints does not automatically guarantee a satisfactory customer experience.

Indeed, when channels are managed separately, information can become scattered, preventing advisors from accessing the conversation history. The customer may then have to repeat their request every time they switch channels. This is why an effective multichannel strategy goes beyond simply being present on multiple platforms: it requires conversations, teams, and data to be coordinated in order to maintain continuity in customer relations.

What does multichannel customer relations involve?

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Multichannel customer relations are based on the simultaneous use of several channels to communicate with prospects and customers.

These channels may be used before, during, or after a purchase. They can be used to request information, track an order, report a problem, receive a notification, or contact after-sales service.

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For example, a company may offer the following:

• a phone number for complex requests;
• an email address for asynchronous exchanges;
• a chat feature integrated into its website;
• social media accounts;
• customer service available on WhatsApp or Messenger;
• notifications sent by SMS or RCS;
• messaging integrated into its application.

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In a strictly multichannel approach, each of these touchpoints may operate independently. The company is present in several places, but its tools, data, and teams are not necessarily connected.

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This organization makes customer service more accessible. However, it can create breaks in the experience when consumers use several channels during the same journey.

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Which channels should be included in a multichannel approach?

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Channel selection should not be driven by trends. Each company should choose the touchpoints that match its customers' habits, the nature of their requests, and the resources available to handle them.

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Phone and email

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The phone remains relevant for urgent, sensitive, or complex requests that are difficult to explain in writing. It enables a direct conversation with an advisor but generally requires the customer and the company to be available at the same time.

Email makes it easier to send detailed information and attachments.

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‍However, it is less suited to fast exchanges and can lead to lengthy conversations when several replies are required. Both channels remain useful.

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However, they should be complemented when customers expect more immediacy or want to communicate asynchronously.

Chat and social media

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Chat allows customers to get an answer directly from the company's website or application. It is particularly suited to pre-purchase assistance, frequently asked questions, and requests requiring a fast response.

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Social media are also important touchpoints. Consumers can contact a brand publicly or send a private request through Instagram, Facebook, or X.

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These interactions should be handled with the same level of rigor as requests received through traditional channels. A private social media conversation may concern an order, a return, or a complaint that requires access to customer data.

WhatsApp and conversational messaging channels

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Conversational messaging channels allow consumers to communicate through applications they already use every day. They offer a more flexible experience than phone or live chat: customers can pause the conversation and return to it later without losing track of the exchange.

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WhatsApp, Messenger, Apple Messages, and in-app messaging can be used to handle incoming requests, send notifications, and support customers throughout their journey.

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Alcmeon enables brands to centralize and automate interactions from several of these channels. Carrefour uses the platform to manage conversations on WhatsApp, Messenger, Apple Messages, and Instagram.

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What are the benefits of multichannel customer relations?

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A multichannel strategy first makes the company more accessible. Customers can choose the touchpoint that best matches their habits, location, and the urgency of their request.

Respect each customer's preferences

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Not all consumers want to communicate in the same way. Some prefer speaking to someone, while others choose written communication so they can keep a record or reply when they are available.

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Being present across several channels avoids imposing a single journey. It also makes it possible to provide experiences tailored to different customer profiles and geographic markets.

Match the channel to the context of the request

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Each channel has its own uses. A delivery notification can be sent through a messaging channel, while a complex situation may require an advisor to step in by phone. The company can therefore direct simple requests to automated journeys and reserve human resources for conversations that require more analysis, empathy, or decision-making.

Create more opportunities for interaction

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Multiplying channels increases the number of situations in which a customer can interact with the brand.

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Messaging channels can be used for customer service but also to send reminders, share useful information, support a purchase, or continue an interaction that began on another channel.

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Fnac Darty notably used Alcmeon to roll out business messaging at scale and reduce the volume of requests received by email by 70%.

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Why can multichannel fragment the customer experience?

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The main limitation of multichannel customer relations appears when each channel operates in an independent environment.

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A company may use one tool for phone calls, a shared email inbox, a chat interface, and several social media accounts. Advisors then have only a partial view of customer interactions.

Conversations spread across multiple tools

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Scattered conversations make teams' work more complex. An advisor may be unaware that a customer has already written on Instagram before contacting the service by email.

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This fragmentation increases the risk of contradictory answers, requests being handled more than once, or conversations being left unanswered.

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It also makes performance management more difficult. Managers do not always have a consolidated view of request volumes, handling times, and satisfaction across all channels.

Loss of context when switching channels

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Customers may be required to repeat their identity, order number, and the nature of their problem every time they make contact through a new channel.

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This repetition increases customer effort and creates the impression that the company does not know its own interaction history. The problem is therefore not the number of channels offered, but the lack of continuity between them.

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An omnichannel approach specifically seeks to solve this issue by integrating the different touchpoints into a coherent network. Context and useful information can then follow the customer from one channel to another.

A more complex organization for advisors

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The multiplication of interfaces forces teams to monitor several workspaces and frequently switch from one tool to another.

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This organization increases handling times and makes request distribution more complex. It also limits automation opportunities, since qualification and routing rules must be reproduced separately for each channel.

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An effective multichannel approach must therefore include a broader review of tools, responsibilities, and internal processes.

How can you build consistent multichannel customer relations?

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An effective strategy is not about opening as many channels as possible. It should begin with an analysis of the customer journey and contact reasons. The company must identify the channels customers actually use, the requests received on each one, and the main breaks in the experience encountered by customers.

Centralize conversations

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Centralization allows advisors to handle requests from several channels within a shared environment.

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Teams can access conversation history, view the status of a request, and check actions that have already been taken. This helps them avoid duplicate handling and provide more consistent answers.

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A conversational platform complements the CRM: the CRM primarily centralizes customer knowledge, while the platform organizes interactions carried out through messaging channels and social media.

Preserve context between bots and advisors

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Automation can handle frequently asked questions, collect initial information, and direct customers to the right department. However, it should not prevent access to an advisor. When human intervention becomes necessary, the context collected by the bot must be passed on to the team to avoid restarting the journey from the beginning.

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SNCF Connect, for example, uses an organization combining messaging channels, chatbots, artificial intelligence, and advisors. The transition between these different modes preserves the conversation context and facilitates human support.

Connect channels to CRM data

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Connecting to the CRM makes it possible to link conversations with information already known about the customer: purchases, previous requests, customer status, or preferences.

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Advisors can therefore personalize their answers and handle requests more quickly. Information collected during the conversation can also enrich customer knowledge.

Alcmeon connects interactions on WhatsApp, Messenger, and other messaging channels to Salesforce processes, bringing together automation, artificial intelligence, and human intervention.

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Multichannel, cross-channel, and omnichannel: what are the differences?

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These three concepts refer to different levels of touchpoint organization.

In a multichannel strategy, the company is present on several channels that may operate independently.

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In a cross-channel approach, channels become complementary. The customer can start an action on one channel and continue it on another.

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In an omnichannel strategy, touchpoints are integrated around a unified view of the journey. Data and context flow between channels to provide a consistent experience.

Multichannel and omnichannel should not necessarily be seen as opposites.

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"Multichannel" describes a presence across several touchpoints, while "omnichannel" refers to the degree of integration between them. A company can therefore begin by developing its multichannel presence, then gradually connect its tools and data to improve continuity throughout the experience.

Which indicators should you track to manage a multichannel strategy?

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Performance should not be assessed solely on conversation volume. The company must also measure the speed, quality, and consistency of request handling.

It can notably track:

• average first response time;
• average resolution time;
• first contact resolution rate;
• number of transfers between teams;
• conversation abandonment rate;
• automation rate;
• CSAT after an interaction;
• CES to measure customer effort;
• distribution of requests by channel;
• handling cost per conversation.

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These data should be analyzed by channel but also across the entire journey. A channel may have a satisfactory response time while generating numerous repeat contacts on other channels.

Centralize your multichannel customer relations with Alcmeon

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A multichannel approach allows your brand to be present at the touchpoints used by its customers. However, to provide a genuinely seamless experience, these channels must be coordinated.

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Alcmeon centralizes your conversations on WhatsApp, RCS, Messenger, Instagram, and the other messaging channels used by your customers. The platform allows you to combine automation, artificial intelligence, and human intervention while preserving the context of every interaction.

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Break down silos between your channels, make your advisors' work easier, and turn your different touchpoints into a consistent customer relationship. Discover how Alcmeon can support you in deploying your conversational strategy.