Convergys (News - Alert) Corporation, a provider of call center operations products and services recently highlighted the importance of leveraging alternate communications channels like Web chat, e-mail, text messaging, social media and the like to better manage the customer experience.

The growth of these alternate channels, in fact, fuels the demand for multichannel service experience, says the findings from Convergys’ 2011 U.S. Customer Scorecard Research.

While the majority of U.S. consumers still rank interacting with companies via agents over the phone among their top two preferred channel options for customer service, the next most preferred channel is Web chat. 

Customers have started using alternate channels to receive customer service on their initial contact with a company.  However, when they feel they can’t get what they need quickly via an alternate channel, they turn to an agent for help.

“Although U.S. consumers prefer to speak with an agent, particularly when a follow-up contact is needed, alternative channels are experiencing increased popularity,” Igor Sarenac, Convergys vice president said in a statement.

“U.S. companies now have an opportunity to shape the customer experience for a multichannel world where automated self-service, Web-based care and social media play an important part in the service experience,” Sarenac added.

According to the research, 73 percent of U.S. consumers have already used new interaction technologies such as smartphones, tablets and social media accounts to either answer questions they have or solve problems they are experiencing. Furthermore, 61 percent of those surveyed have their own Facebook (News - Alert) or Twitter account or their own blog.  

In addition, the research highlights the need to manage customer experience across multiple channels to thrive in this competitive environment. Companies need to deploy social media strategies that keep track of content across platforms, monitoring social networks, blogs, forums and traditional media.

Also, by using comprehensive analytics to sift through masses of data, companies will be able to discern critical trends and make better-informed decisions on which problems need proactive outreach, the research said.

Another finding from the Convergys survey indicates that one in eight U.S. consumers had used mobile applications or text messaging for customer care in the last six months while 11 percent had used social media. Convergys expects that this number will rise in the coming years, mainly fueled by the interest of younger generation in these channels.

Knowlagent, a leading provider of call center operations solutions, echoes the same feeling as those shared by Convergys.

“With the increasing use of social media, reliance on Web-based or IVR self-service, customers are calling into call centers with more complex issues than previously. If a customer cannot resolve the issue on their own, they’ll call the center to speak to a live operator. Agents need to be even better prepared to handle these types of calls,” officials at Knowlagent said.