Academic Master


The Use Of Multi-Channel To Improve Customer Satisfaction

In the past, customer service representatives depended on physical visitation from the customers. At the time, it was easier to explain to consumers the nature of the service than expected and to attend to any complaints. However, in the contemporary world, customer services depend on Omni-channels to communicate with the customers.

SpeedCar UK Ltd is no exception when dealing with Omni-channel strategies. Omni-channel techniques involve the use of desktops, mobile devices, and social media to enhance customer experience (Brewer & Holmes, 2016). Although such methods are adopted in the current world to increase job performance, customer service representatives of SpeedCar UK Ltd have expressed dissatisfaction with the job. The paper claims that the use of multi-channel to improve customer satisfaction may be the reason for customer service representatives’ dissatisfaction with the job.

The multiple channels used by customer service make it difficult to integrate marketing communication. According to Brewer and Holmes (2016), the level of miscommunication and misunderstanding depends on the number of channels used to pass information. For instance, some terms that are used to communicate with retailers, consumers, third-party vendors, and representatives bear a different meaning. Brewer and Holmes (2016) provide a case in which the customer service representative uses the word “probably” to communicate with the retailer. Moreover, other terms that refer to the aspect of time may also be confusing. The reason may be associated with fatigue (Pignatiello, Martin & Hickman, 2018). The consequence that follows is a delay in delivery, loss of customers, and a quarrel between the customer service members and the firms, among other inconveniences. Such pressure is especially felt by customer service employees and can lead to job dissatisfaction.

To address the issue of Omni-channels, the proper methodology should be used. First, the number and nature of channels used by customer service representatives should be assessed. Secondly, the kind of communication between the customer service representative and the consumer should be recorded and assessed. The former information can easily be attained from the company. On the other hand, the second data would require a certain duration of time to ensure that there is a significant number of representatives in communication. Finally, in-depth random interviews with the customer service representatives should be carried out to gain more insights into the cause of dissatisfaction. The data will help substantiate the role of Omni-channels in relation to miscommunication and job dissatisfaction.

Omni-channels lead to job dissatisfaction through miscommunication and pressure from the firm on customer representatives. The misunderstanding can be solved through a proper assessment of the situation from the perspective of the representatives. To reach more consumers and increase returns, the number of channels used can be maintained. However, proper training of the customer service representatives on the multiple channels would enhance their effectiveness and reduce miscommunication. By doing so, the customer service providers can change their attitudes towards the job. Most of the devices used may also cause difficulties for some employees, which may further complicate the situation. Training employees will help them tune in to the current culture and enhance job satisfaction.


Brewer, E. & Holmes, T., (2016). Customer Service Challenges in Omni-Channel Retailing.

Pignatiello, G. A., Martin, R. J., & Hickman Jr, R. L. (2018). Decision fatigue: A conceptual analysis. Journal of Health Psychology, 1359105318763510.



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