How many channels?

Do you know how many different ways your customers connect with you? Really?

How many times have you e-mailed the CEO of an organization to express frustration at the service you are receiving? I have done it many times. The great companies get it resolved fast. The not so great lose my business forever. I usually tell 20-30 people about that poor experience. Have you ever asked to speak to a supervisor?

Know how your customers can connect with you. How many are outside the established channels? Why do those who use the outside channel do so? Show those customers some love and learn a lot.

For each channel you have there are many different avenues that your customers will take to get the results they want. You cannot anticipate this behavior. When it happens know it is problem, find a permanent solution, incorporate the change into the process, count the ROI.