Omnichannel customer contact. Really?
We often meet with customers who proudly tell us about their omnichannel customer contact system. It frequently turns out that they are indeed active via multiple channels, and consider this their omnichannel customer contact system.
However, omnichannel is so much more than that.
The point is that as a company you keep control over all touchpoints with a customer, i.e. over the complete dialogue. All channels, whether simultaneous or sequential in time. This leads to better accessibility, increased first time resolution, and optimal deployment of service employees. Especially if you also ensure that simple questions and processes are handled in an automated way. This makes your employees’ work a lot more interesting.
In addition, it ensures a complete customer view and uniform reporting across all channels. This allows you – where needed – to make much more effective adjustments and optimise the customer journey.
Communication via different channels
Another common occurrence are companies that communicate in the same way across different channels. Consistent, right? True, but the reality is that your message will be more effective when you adjust it according to the channel you’re using.
It’s all about the length of the conversation and the tone of voice you use. And where you can for example show clickable buttons in a chat conversation, WhatsApp doesn’t offer that possibility. If your aim is to offer the right omnichannel experience to your customers, you need to make sure that these things are in order as well.
Use omnichannel correctly
By using your omnichannel system in the right way, you will not only achieve a higher degree of customer satisfaction, but you will also make the work of your contact centre employees a lot more efficient. The customer only needs to explain their question or issue once via their preferred contact channel, and the service employee can serve the customer immediately, without first needing to retrieve the contact history.
So, in a nutshell: an optimally designed omnichannel strategy will lead to higher customer satisfaction, lower costs, greater scalability and more satisfied employees in your contact centre.
Genesys, strategic partner of DDM Consulting, is the market leader in customer service solutions and specialised in omnichannel customer contact.
If you have any questions following this blog, please feel free to contact us. We look forward to your message!