When it comes to your company’s success, you have every reason to be choosy.
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Customers making contact expect a company to wrap together all forms of communication from traditional to social. In retail, an omnichannel contact strategy provides customers with a seamless shopping experience, whether they’re shopping online
from a desktop or mobile device, by telephone or in a brick-and-mortar store.1
In the contact center industry, omnichannel represents a unified experience from one support channel to the next. Before reaching out to customer service, 66% of consumers explore prices online before heading to the store.2 By the time
they connect with a contact center, customers expect the care representative to understand what steps they have already taken. They also expect human ability to solve their challenges better than a machine or online community; otherwise, they wouldn’t
be calling to begin with.
Consider your smartphone. It remembers previous searches and builds a profile for you, pushing relevant content based on your history. Customers expect the same sort of history to be available when reaching out to their favorite brands. They want to be
recognized, not caught in the cycle of repeating themselves only to learn that their customer service agent either cannot solve the issue better than the app could, or worse, doesn’t possess the baseline capabilities the app does. It’s
crucial to have a solution that brings it all together in a meaningful way that doesn’t add significant length to the interaction.
Many companies are making heavy investments in customer-facing digital technology, but oftentimes, integration with the contact center software is overlooked, resulting in a multichannel solution that doesn’t allow for the continuous experience
of true omnichannel excellence. In many cases, multiple systems are still required to achieve one result. Without proper redesign and integration, what’s left is a solution that causes more harm than good, leaving the burden on the contact center
agent to resolve a complicated case.
As you create a list of what is important to you in an omnichannel tool, look at your existing infrastructure to determine if you’re ready for the leap. Ask yourself the following three questions to best position yourself for success.
How many front-end and back-end systems are contact center agents currently using to research customer accounts and case history?
If the answer is more than one, it’s a good idea to consolidate the existing systems prior to integrating with digital technology. Multiple systems lead to increased customer effort and longer resolution times. Remember, the more history the front
line is armed with, the more intuitive and streamlined a CRM system should be for an exceptional customer experience.
Does your CRM platform interface well with web-based technology, and are you capturing the customer touchpoints at the self-service stage?
If the answer is no, either prioritize a facelift of the existing system or consider using a system integrator to bring the various channels together. When customers begin interacting via app, web, social media, and AI, the details of these touches must
push to the front line for a cohesive experience and customer response. With important customer journey details in one platform, you can arm your care team with the necessary history for a truly robust and empowered customer experience.
Now that your most basic contacts are handled automatically, what is your strategy and budget for enhancing the more complex task skills of your front-line agents?
With awareness and attention to these crucial details for a seamless integration, you can confidently forge onward in your quest for automation. Developing a framework to address these three critical areas will help you avoid common pitfalls, leading
to true omnichannel leadership. Interested in learning more? We’re experts at providing a fluid omnichannel experience for several of our clients, and we’d be happy to help you find a comprehensive solution to your business needs.
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