Consumers surveyed globally for the “Generational dynamics and experience” report rank getting service when and where they want it — in their preferred channel, at their preferred time — most highly when it comes to personalization of interactions. Knowing this, customer experience (CX) organizations typically offer a variety of channels — from voice to chatbots to email.

But merely providing multiple ways for customers to connect isn’t enough. Leading organizations are sharpening their focus to be more intentional about their channel strategies — tailoring channels to specific customer needs, to ensure there’s an ability to seamlessly transition between channels, and equipping human and virtual agents with the tools they need to deliver exceptional experiences.

Why Intentionality Matters

As Sami Beydoun, Team Leader in the Student Services Hub at Western Sydney University, explained, “It’s critical to ensure that the channels you offer align with the needs and behavioral trends of your audiences.” This philosophy acknowledges that certain channels are more effective at addressing some types of interactions, and that simply offering multiple channels doesn’t guarantee that customers (or agents) will be able to effectively address their needs.

Put another way, every touchpoint serves a distinct purpose. A simple query might be best resolved via a messaging app, while a deep, consultative conversation might require a voice conversation.

Matching Channels to Customer Needs

Organizations must design their channel strategies with this in mind, to ensure that every channel plays a deliberate role in the customer journey. “We look at channel variety as something that allows us to connect with people in ways that ultimately suit them,” noted Beydoun.

When designing channel strategies, imagine yourself in the customer’s place. A successful strategy might start with the types of customer needs:

Digital channels like messaging or simple chatbots can be ideal for straightforward interactions, such as checking an order status or receiving quick updates. These platforms provide convenience and efficiency, allowing customers to resolve issues on their terms.

For more complex or consultative conversations, such as when a customer needs guidance on configuring a product or navigating a complex process, it’s important to offer channels that provide for deeper, empathetic conversations. Traditionally this has been a voice call, but other channels like chat and video play a role here, too. “We’re not just trying to rapid-fire solve problems. We’re ultimately trying to build rapport and help people make informed decisions,” added Beydoun.

AI-powered chatbots that can understand language nuances and draw on learnings from successful interactions are increasingly being deployed to handle these kinds of inquiries. These channels can effectively address customers’ needs in a way that demonstrates empathy and builds connections.

Channels like two-way SMS campaigns enable organizations to reach out to customers at scale while allowing them the freedom to respond when they’re ready. This approach not only respects the customer’s time but also creates opportunities for engagement later in the journey. AI-powered proactive outreach can tailor messages at scale, leading to a greater likelihood of engagement.

The Role of Technology in Enhancing Channel Strategies

One of the most exciting developments in customer experience is the rise of AI-powered tools, such as virtual agents, that allow CX organizations to deploy channels that can handle more complex interactions.

As chatbots become more sophisticated, they can understand emotional tones and shifts in conversational context. These attributes increase the likelihood that customers can self-serve.

According to “Generational dynamics and the experience economy,” younger generations value the ability to resolve issues on their own, with 53% of Gen Z consumers and 63% of millennial consumers surveyed for the report saying they favor self-service tools. They also increase the likelihood of first-interaction resolution, a critically important aspect of an interaction.  And this can increase containment rates, which lowers costs.

CX organizations can deploy the most advanced virtual agents with confidence. When virtual agents are built on a foundation of successful interactions from the best human agents, they have the knowledge to handle complex queries.

Coupled with generative AI, which can build bot flows based on intent, this means that virtual agents can handle interactions at or near parity to human agents. For CX leaders, this level of sophistication helps build confidence that adopting the latest technology moves the customer experience forward.

AI is also improving analytics, helping CX leaders determine the optimal channel mix. By analyzing customer interactions across channels, organizations can identify trends, spot gaps and refine their strategies. Sentiment analysis can lead to better quality assurance and agent coaching, as well as pinpoint issues that could affect a larger set of customers. These insights not only can improve individual interactions but also help organizations continuously enhance the overall customer journey.

 

“True channel-less success requires more than just offering multiple touchpoints; it demands a unified approach where all channels work together harmoniously.”

 

A CX platform that unifies different channels and rests on a common data model allows for this type of understanding. “The dream is to have a unifying system that provides an overview of the customer’s journey, integrating data from all channels to ensure seamless experiences,” said Beydoun.

By integrating data across channels and touchpoints, organizations can build a comprehensive view of the customer journey and understand where best to service needs. And they can understand points of friction they might need to address across the customer base.

From Omnichannel to Channel-Less Experiences

True channel-less success requires more than just offering multiple touchpoints; it demands a unified approach where all channels work together harmoniously. This involves:

Preserving context across channels: Customers expect a seamless experience, whether they start a conversation on social media and continue it via email or begin with a chatbot and escalate to a live agent. Ensuring that context is preserved across these transitions is crucial for building trust and satisfaction. It’s also something that customers value. Being able to move from one channel to another with context creates a seamless experience — and it means customers don’t have to repeat themselves.

Empowering agents with a comprehensive picture: To deliver exceptional service, agents need access to a complete view of the customer journey. An integrated CX platform that ties together data from across channels can help achieve this. Plus, it gives agents the tools they need to address issues effectively and empathetically.

Agent copilots and knowledge suggestions can surface information or suggest next actions. This allows agents to focus on creating an authentic, empathetic interaction with the customer.

Looking Ahead to the Future of CX

Matching channel strategies with customer needs is part of a broader trend: the integration of human empathy with technology.

By aligning channels with customer needs, leveraging technology to enhance interactions, and fostering a seamless omnichannel experience, organizations can deliver exceptional service.

The end goal isn’t just to meet customer expectations; it’s to exceed them. By improving future experiences with insights from interactions and connecting business outcomes to customer experience, the true potential value of CX becomes clear: increased customer revenue and loyalty.

Watch our webinar “CX trends in 2025 and beyond” to learn what other trends experts say are on the horizon in 2025.