With the rate at which new channels are being added to contact centers, they are often added in haphazardly as they are made available – with no strategy as to how the new channels will communicate with your existing systems. This quickly turns your contact centers into a siloed, multi-channel environment, when what you need is a cohesive omni-channel approach. But combining your channels into an omni-channel environment is not as difficult as it sounds. You don’t need to start from scratch with your strategy every time a new channel pops up. With a true seamless omni-channel customer engagement solution, you can simply add new channels to your contact center as they are made available. With each new addition, you make the decisions about how the channels will best fit into your systems.
Powerful Solutions = Simple Results
While omni-channel solutions are robust and vastly customizable to a wide (and ever-expanding) array of use cases, the end result is a simple and intuitive experience for your customers. So simple, even, that your customers won’t even think about the backend systems working to provide them with the terrific customer experience that they are enjoying. They can even be navigated to the best channel for their needs without even realizing that the contact center’s software is guiding their decisions.
Because of these “invisible” systems, your customers will experience easier customer journeys, free from the typical frustrations of channel-hopping. In turn, these customers will have a more favorable view of your brand, remaining loyal to your products and services and promoting your company at any chance they get. In fact, 23% of customers who had a good customer experience told 10+ people (Harvard Business Review). Meanwhile, 95% of consumers share bad experiences with other people (ZenDesk), and 82% of consumers have stopped doing business with a company because of bad customer service (ZenDesk).
The Frustration of Multi-Channel
Consider a customer who is looking to upgrade her cell phone plan with her existing company. She logs in to the provider’s app. She can’t find the details she’s looking for, so she goes to the website. She doesn’t see what she needs there either, so she clicks to chat with a customer service rep. The rep offers the customer a callback. When she receives the callback, she has to repeat the entire situation to the agent, even though she had already given the relevant information to the web chat agent. By the time she gets to the point where her upgrade options are presented, she is already frustrated with the company.
The company clearly has many digital channels in place, but they are disconnected, and only serve to create a more frustrating experience for the customer.
Simplify the Process with Omni-Channel
With a seamless omni-channel solution, the above situation may go more like this:
The customer logs in to the provider’s app. She looks at the plan upgrade section, but she still has questions before selecting an option. Realizing that she has been looking at the upgrade section but has not made any decisions, the app automatically pops up with a message: “Have questions about your upgrade options? Let us call you.” She accepts the callback, and moments later an agent calls her, greets her by name, and already knows the details of her current plan and that she’s looking to upgrade. The agent answers her questions, and helps her upgrade her account during the same phone call. The customer is extremely happy with the painless process, and has instantly become more loyal to the brand. When she receives a follow-up SMS with a survey about her experience (also sent via the omni-channel solution), she rates the company positively, boosting Net Promoter Scores as well.
It’s Really Not Magic (It Just Seems Like It to Your Customers)
The customer in the omni-channel scenario likely didn’t think about the systems in place guiding her journey, but that’s the point of a seamless omni-channel solution: it navigates customers to where they need to be with little effort on their part.
When your channels are working in harmony, sharing information with each other and making optimal decisions on your customer’s behalf, you end up with happier customers. Customers who are more likely to remain loyal to your brand and share their experience with others. Since 70% of companies agree that it is cheaper to retain than acquire a customer (Econsultancy), omni-channel solutions should be considered a key to any customer experience strategy.