Part 3 — Challenges of channel shifting
While there are many benefits to channel shifting, there are also potential challenges that organizations can face by moving customers to new channels.
Main challenge
One of the main challenges is the need for training employees on new technologies. As organizations shift to digital channels, employees may need to learn how to use new software and systems. This can be time-consuming and costly. Additionally, employees may need to be trained on new customer service techniques, such as how to handle customer interactions over chat or social media.
Changing customer expectations
Another challenge is changing customer expectations. As customers become more accustomed to digital channels, they may expect faster response times and more personalized interactions. This can put pressure on organizations to improve their digital customer service capabilities.
Customer dissatisfaction
Not all customers may be comfortable with digital channels, especially older generations or those with limited digital literacy. This can lead to customer dissatisfaction and loss of business if your company is not able to provide alternative channels for these customers.
Legal and compliance
The legal and compliance requirements of different digital channels may vary and organizations need to ensure that they are adhering to all relevant regulations.
Organizational challenges
While channel shifting can bring many benefits — organizations need to be aware of potential challenges such as the need for training employees on new technologies, changing customer expectations, customer resistance to digital channels and legal compliance.
