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~ ShopCtrl ~

MULTI-

CHANNEL

CUSTOMER

SUPPORT:

AN OPPORTUNITY

OR PITFALL?

Text: Thomas van Mossel // Photos: iStock

In his brand new modern office, we speak with Toine Bastiaans, one of the founders of
the company, ShopCtrl. ShopCtrl is a company with more than ten years of experience in
enabling e-commerce for big brands and retailers. The company delivers a platform for order
management with customer support management integrated. How does Toine Bastiaans
see the world of customer contact in connection with technical tools to improve an online

company’s sales?

Initially, life was easy; let’s say the world have already bought a product. As a modern retailer,
before the internet, there was only one way of you have to adapt to this way of communication, we
“communication. Later on, when the online call this multi-channel communication,” says Toine
world was introduced, a new segment of customers Bastiaans.
arose with new demands that completely changed
the way we communicate. These days, a person Toine Bastiaans continues: “Multi-channel communication
can choose more ways to communicate with the support is provided across more than two channels. The aim is
company they want to buy from or from who they to provide customers with multiple options to communicate

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