How to manage omni-channel communication between customers and internal teams?

[lawverena]

I have been interviewing 10+ Customer Success people these days. And I found that the combination of omni-channels and different teams' responsibilities can create a fragmented customer experience. For example, a customer sometimes email Support team about a feature that Customer Success may identify as upsell opportunity. A customer can also text Customer Success/ Account Managers for more responsive troubleshooting. Then CS has to direct to Support team and be the middle person to communicate the progress and chasing dev team for fixing. In the meanwhile, CS needs to call/ email/ message customer side for update. Sometime, it may involve more than one stakeholder from customer's company side say senior management and junior user if issue is serious.

To me, it sounds like the collaboration and communication across omni-channels between customers and different internal teams are very fragmented. Back in Hong Kong, my previous POS startup creates Whatsapp group for each customer account including users, sales, support to deliver responsive answers and skip the message directing process. But I feel like that's not an organized way to do.

I wonder how's your experience in your company? And how do you manage it?