Creating Proactive and Engaging Customer Experiences with an Omnichannel Contact Center
Updated: May 30, 2021
“The customer is always right.” “We are here to service your specific needs.”
“We put our customers first.”
These noble mantras are intended to put the needs of customers first. However, the high levels of customer service promised by most businesses start and end at the sales stage. A consistent experience throughout the entire customer journey is paramount. A business that neglects the needs of its customers upon successfully closing a sale is seen as unreliable, dishonest and untrustworthy.
In today’s crowded marketplace, how businesses tend to customer experience gives them an edge over the competition. Building and cultivating relationships increases the chances of converting customers to loyal customers, creating a community of advocates and enables businesses to standout amongst an “ocean of same-ness”.
This article touches on:-
- What is an omnichannel contact center?
- The relationship between an omnichannel contact center and customer experience.
- How an omnichannel contact center can help elevate your businesses’ customer experience?
WHAT IS AN OMNICHANNEL CONTACT CENTER?
Over the years, companies have begun adding more channels to their customer service arsenal. This is known as a multi-channel approach. While having played a significant role, it has inadvertently created silos in customer interactions. What this means is that a customer's experience will be different depending on their communication channel of choice (e.g., e-mail, phone calls, social media).
On the other hand, an omnichannel contact center allows for a seamless and consistent level of customer experience, regardless of the communication method of choice. This holistic approach is made possible using specific contact center solutions that grant agents the ability to navigate between channels seamlessly.
WHY IS AN OMNICHANNEL CONTACT CENTER IMPORTANT IN TODAY’S WORLD?
1. Optimise online and offline channels to its fullest potential.
Many customers, especially the Gen-Y and Gen-Z demographic are showing a clear preference for online-based channels. To stay relevant, these channels need to be included in the customer service offerings. How does a business optimally balance the implementation of both online and offline channels? Each channel is just as important as the other and has the capability to contribute to overall customer experience goals. When these channels are separate, it is difficult to see how one channel benefits the other. Only through an omnichannel solution will the business be capable of collating and analysing data from both channels simultaneously in a single system. This is unique to the omnichannel strategy because no other strategy allows both channels to symbiotically interact one another.
2. Empowering the customer with choice.
Think of the omnichannel contact center as Netflix, and the multiple communication channels available as movie genres. We all have different preferences when it comes to movies, some of us prefer comedy, others horror, thriller, dramas, the list goes on. Netflix has successfully aggregated all these movie genres into one platform, regardless of what your movie preference is.
Likewise, customers have their own personal preference when it comes to communicating as well. Some prefer e-mail and others may prefer calling in or live chat. An omnichannel approach puts the power of choice in the hands of the customer for them to comfortably engage with the business.
3. Personalised customer experience.
No customer wants to feel like “another ticket that needs solving”. While the end goal of the agent is to ensure the enquiry is fulfilled and the customer leaves happy, each customer has a unique set of requirements and needs. As such, the approach taken by the agent in resolving the enquiry is crucial.
An omnichannel contact center allows customers to have a personalised customer experience based on their unique requirements. Omnichannel software is capable of mapping out each customer’s history and interaction at any channel or touchpoint, eliminating the need to continuously recount enquiries to the agent. This streamlines and automates processes for a smoother, more efficient personalized customer experience.
HOW AN OMNICHANNEL CONTACT CENTER CAN HELP ELEVATE YOUR BUSINESS ON AN OPERATIONAL LEVEL.
1. Eliminate silo-ed multichannel communications.
An omnichannel approach eliminates segregated communication channels and ensures a seamless consistent customer experience whether by phone, e-mail, text message or any other channel the customer chooses. Communication channels are modular and can be added or removed when required by the business, ensuring the needs of customers are addressed in a central place.
2. Cost effective and efficient.
Managing multiple silo-ed communication platforms means managing separate communication technologies, each with different software, customer support teams and other third party entities. Such an exercise can prove costly in the long run, is inefficient and does not guarantee a consistent customer experience.
3. Analytics for quality management and future strategies.
Data is everything in this day and age. Having an omnichannel contact center means a business has troves of data which it can use to improve customer experience and its product/service offerings.
The level of customer experience your business provides is limited by the capability of your agents. Data analytics provide Customer Experience Heads a clear view on the level of efficiency and performance of each agent. Specific modules can be installed into the contact center system which tracks and flags agents who do not meet customer experience benchmark levels. Proper training can then be provided to these agents.
Alongside an omnichannel solution, businesses can also benefit from complementing their contact center with the appropriate CRM solutions. Assessing and monitoring customer queries provides insight into patterns or customer behaviour. This enables businesses to develop future strategies that can potentially improve their service offering to the customer.
Going back to the mantras at the start of the article, it’s clear that not only business owners believe in them. Rather, customers acknowledge these mantras and are in a position of power to tell business owners what they want. With this dynamic, an omnichannel approach to customer experience is worth its weight in salt.
Change is never easy and can be intimidating. Implementing an omnichannel contact center will require a thoughtful approach. At Gold Vois, we understand the implications of this change and are prepared to work and guide businesses as they make their transition into an omnichannel system. At the heart of it all, we provide businesses the opportunity to engage and form meaningful connections with their customers.