Be everywhere your customers are
Customers expect fluid journeys that require minimal effort – and seamless transitions when they need to switch channels. A solid omnichannel strategy empowers you to deliver on those expectations.
But even though seamless channel switching is important, it’s not the main goal of an omnichannel strategy. And it isn’t what makes it so valuable.
The real value of omnichannel management
The real value of omnichannel management lies in the operational control and visibility it creates for you. It empowers your organization with a broader view of the customer, new insights into their behaviors and intent, and the perfect platform to orchestrate their journeys.
As you embrace a comprehensive omnichannel strategy, you’ll need the right technology infrastructure to engage customers on a variety of channels. It’s equally important to shift your processes and culture toward an organizational focus on the customer experience.
To deliver omnichannel journeys that satisfy, you need a holistic view of your customers and the journeys they take. That visibility depends on building connections — across business functions, data silos and the channels your customers use throughout the lifecycle. Those connections are the foundation of an effective omnichannel strategy. And they lay the groundwork for orchestrating consistent personalized experiences that prove to your customers you know and understand them.
Deliver an exceptional experience on every channel
In an omnichannel strategy, every channel matters.
It’s not enough to deliver great agent-led customer service if your chatbots are frustrating. And the availability of messaging apps might delight your customers, but the interaction feels like a hassle if it escalates to a phone call that leaves them waiting while the agent hunts for information.
That’s why you need to make the most of each channel you add. Here are the resources you need to get started.
Multichannel vs. omnichannel: Know the difference
To stay competitive in the experience economy, you need to meet customers on the channels they prefer. And then you need to keep up as new channels emerge and customer behaviors evolve. But simply adding channels to your mix doesn’t mean you’re offering an omnichannel experience. Here’s how to spot differences between a multichannel environment and omnichannel orchestration.
In a multichannel environment, customers can choose from a variety of channels. But each interaction feels like a separate experience. In the contact center, the focus is on channel management. Each channel operates with different processes and sometimes different teams. Information isn’t shared across channels, so bots and agents have no conversation history or context for the interaction. Chatbots don’t have knowledge of the customers’ previous conversations or the time they spent with self-service options. Agents can’t see the bot conversation history. Every time your customers re-engage or switch channels, they have to start over, sometimes even providing identification information again. The result is a disjointed experience that too often feels generic and frustrating.
With omnichannel orchestration, customers have consistent experiences on every channel. Each interaction feels like part of a larger connected experience. The contact center collaborates with other business units. A comprehensive customer experience (CX) strategy focuses on a holistic view of the customer. And the organization integrates systems, shares data, and equips bots and agents with helpful insight and context for each interaction. Chatbots engage with knowledge of customers’ previous conversations and attempts at self-service. Agents have the full conversation history across channels in real time. When your customers re-engage or switch channels, the transition feels like a seamless continuation of the conversation. As a result, customers feel remembered and understood. The overall experience feels effortless.
Improve your omnichannel orchestration in six ways
Eliminate blind spots for agents and bots. A full view of the customer history across channels and time provides the context you need to know the customer, understand intent and deliver a personalized experience.
Common routing and handoff
Ensuring customers reach the right resource to meet their needs is critical. A shared strategy for routing and handoff across channels matches customers with the right resource and information at the right time.
Unified agent desktop
Agents manage interactions across channels from the same screen. With convenient access to customer data, conversation history and the knowledge base, they can focus on the conversation instead of hunting for information.
Shared knowledge base
A single robust knowledge base drives self-service options, bot conversations and agent interactions. Insights into knowledge use and effectiveness drive optimization to improve the experience on all channels.
Integrated data for deeper insights
Data silos become a thing of the past. Interaction data across channels is connected with systems of record to inform analytics for deeper insights, journey measurement and experience orchestration.
Consistent experience on every channel
Customers have a consistent experience no matter what channel they choose — and a seamless transition when they switch channels, or pause and resume a conversation later. Across channels, your brand speaks with one voice.
“We’ve transformed Italian and UK contact centers into data-driven care centers. We can clearly link events, see why conversations did or didn’t convert into sales, and learn how to create better experiences next time.”
Mateusz Jazdzewski, IT Peace of Mind Solutions Manager and Head of CX Product, Electrolux