In the contact center industry, the main goal is to efficiently handle customer interactions to supply information or complete transactions to the satisfaction of the customer. While it sounds simple enough, not all customers use the same channels for interaction and not all users have the same expectations when it comes to customer service. The contact center must then determine the best strategy for satisfaction in a multi-channel world.

The proliferation of smartphones as a key communication device has changed the way customers interact with companies. The live phone conversation is still common, yet consumers are increasingly using self-service channels to complete transactions, gather information and more.

To understand customer satisfaction when smartphones are the dominant communication channel, the Adcom Group for Virtual Hold Technologies conducted the VHT Customer Experience Benchmark Study. According to this press release, the study examines customers using financial mobile apps to perform a variety of tasks.

Consumers use their smartphones for contacting businesses and contact centers in a variety of industries, yet financial apps are among the more popular for smartphone users. The challenge, however, is that 70 percent of users have reportedly experienced frustration at some time when using their apps to achieve real-time goals. This frustration, when not resolved quickly and easily, can lead to negative consequences for the brand.

"Customers expect mobile apps to help them complete tasks. It's a moment of truth for the business, and when the app fails to meet their needs, customers become frustrated and are less likely to use the app again," said VHT CEO Wes Hayden (News - Alert), in the press release. "The complete results of our study shed light on customer interactions with apps and the need to improve the transition from automated self-service to human help."

As society becomes more mobile, consumers will continue to use smartphones and other mobile devices to try and accomplish tasks in real-time, while on the go. If a contact center or application can’t support seamless activities through this channel, customer satisfaction deteriorates and customer churn can easily increase.

To combat a negative turn, the contact center needs to take action, offering extended capabilities, such as multichannel callback with context. This customer-centric approach ensures the needs of the customer are addressed to generate satisfaction and loyalty. Learning how to transition to this level of quality care is the focus of an upcoming webinar.

TMC (News - Alert) has partnered with Virtual Hold Technologies to offer a free webinar: Using Multichannel Callback with Context to Improve the Customer Experience, scheduled for Thursday November 8, 2012, 2:00 PM ET/ 11:00 AM PT. Register today to learn how your contact center can make the necessary changes to drive customer satisfaction.