Creating a channel strategy

Michael Martino Show

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Creating a channel strategy by Michael Martino Show

Show notes

Whether you’re in the early stages of building your contact center or looking to optimize an existing one, understanding how to align communication channels with customer needs and business goals is critical.

What is a Channel Strategy?

Let’s start with the basics. A channel strategy is your game plan for determining which communication platforms — like voice, chat, email, social media, or self-service tools — your business will use to engage with customers.

It’s about more than just choosing channels. It’s about:

1. Understanding your customers’ preferences.
2. Ensuring seamless integration across channels.
3. Balancing operational efficiency with delivering exceptional experiences.

The right channel strategy improves customer satisfaction, reduces costs, and boosts agent productivity. But getting it wrong? It can lead to fragmented experiences and frustrated customers.

Steps to build your channel strategy

Building a channel strategy doesn’t have to be overwhelming. Let’s break it into five clear steps.

Know your customers

Start by analyzing customer behavior. What channels do they prefer? Are they tech-savvy and likely to use chatbots, or do they prefer human interaction? AI tools can analyze past interactions to reveal these insights.

Map the customer journey

Understand how customers move through their journey — from discovering your product to resolving an issue. Each stage may demand different channels. For example, social media might be best for discovery, while email works well for follow-ups.

Evaluate your current channel mix

What’s working well? What’s not? If your call volumes are high but you don’t offer chat or self-service options, that might be a gap worth addressing.

Choose the right channels

Here’s where it gets strategic. Don’t just add channels for the sake of it.

Think about:

• Scalability: Can the channel grow with your business?
• Integration: Can it seamlessly connect with your CRM or other tools?
• Customer Effort: Does it make life easier for the customer?

Continuously optimize

A channel strategy isn’t static. Regularly review performance metrics and customer feedback to refine your approach. AI analytics can play a key role in identifying bottlenecks or emerging trends.

Generative AI’s role in channel strategy

Let’s talk about how generative AI can supercharge your channel strategy.

1. Personalization: AI can analyze customer data to recommend the most effective channels for each individual.
2. Content Creation: From chatbot scripts to email templates, generative AI ensures consistency and saves time.
3. Predictive Insights: AI can forecast channel demand and help you allocate resources effectively.

For instance, if AI detects a spike in social media queries, it can alert you to ramp up your support on that channel.

Actionable takeaways

As we wrap up, here are three actionable tips:

1. Audit Your Channels: Spend time analyzing what’s working and where the gaps are.
2. Invest in AI: Use generative AI to make smarter, data-driven decisions about your channels.
3. Think Long-Term: Your strategy should evolve as customer behavior and technology change.