What is the Right Channel Mix for My Business?

Omnichannel is integral to providing a great customer service. But how many channels is enough, and what channel mix works best for your own business?


Hi guys, and welcome to another video from Gnatta. Today, we’re going to be talking about omnichannel. Which, despite it being 2020, is still a hugely important topic in our industry. Did you know that 91% of consumers use email every single day? Did you know that 68% of interactions in various industries are still handled by telephony? And did you know that, in retail, if you ignore social media communication, you’re 15% more likely to experience customer churn?

The reason why omnichannel is still so important is because people look at these stats and they treat them as either-or. “Oh well, that means I need to go to telephony. Oh, but actually I need to be on email. When, in fact, customers are working across these channels. Across email, across webchat, across telephony, across SMS, across new messenger systems. Whether it’s Facebook Messenger, Apple Business Chat, whether it’s WhatsApp. They’re also using self-serve tools. And it’s how these businesses fit together these different channels that makes the biggest impact. 

Six out of ten people, though, say that they struggle to seamlessly move between channels when working with a business. And nine out of ten people say that when they manage to move channels, they get annoyed by having to repeat themselves; by having to give the same information to the different agents in these different places. On the upside, businesses with strong omnichannel communications are three times more likely to retain customers.

So, I think we can all agree; omnichannel is still important, it still needs adding into your strategy. How do you get going though? The most important thing is to start. Instead of focusing on a fully integrated, fully automated, bells and whistles end-point, focus on getting going on the channel mix that matters to your customers. That may not be the ones that you’re speaking to them on at the moment; that can be confirmation bias. Focus on where they’re speaking to each other, and where they are speaking to other brands.

Finally, when you do that, use a single source of technology. One system is much easier to train operators on, much easier to make data [fluent] on, and much easier to ensure that, when you move across, channels there’s no repetition from users.

That’s it! Welcome to our new video series; we hope you find it useful. Please follow us to keep hearing more content about how omnichannel and other topics can improve your communication. And if you are looking for a system that can help you bring these different channels together, get in touch.                

Gnatta is Trusted by Top Global Brands

OVO Energy AO Cancer Research UK Asos
Pret a Manger DHL Checkatrade P2P
Superdrug The Perfume Shop Arrow XL Hotel Chocolat
We Buy Any Car Doctor Collector Solar Centre Footasylum
Cosatto Beauty Bay UP Global Hobbs London
CuddleCo Damsel in a Dress Savers FedEx
Studio 8

Discover More With Gnatta.

Get access to free expert insight, exclusive CS events, and the best offers. Only available through our newsletter.