18 Oct

Delivering Omnichannel Experience in Multichannel World

Omnichannel Experience

The ability to deliver better Customer Experience has turned into the sole differentiating factor among companies with similar capabilities. As a result, the contact center, which is the central service hub of an enterprise, now has a crucial responsibility of delivering a preeminent experience to its customers.

As the modern business landscape has evolved into a highly competitive environment, it has become increasingly dependent on technology. Companies, therefore, have been deploying innovative technology to handle their processes, which has also made its way into the customer service domain.

Modern firms are already utilizing technology to handle various types of multi-channel customer interactions, which is the reason for the ever decreasing number of human-to-human interaction between organizations and their customers. Automated channels like AI Web chat tools and IVR are being strategically used to provide an enhanced customer experience. This has led to the utilization of complicated technology and thus, the contact center has already turned into a complex communication hub which manages the entire gamut of intricate customer engagement.

However, while the advanced technology has improved the overall capability and efficiency of the contact center, it has also brought in the risk of a colossal impact on its functionality in case of a breakdown. This is where the organizations face the massive threat of deploying complex technology as most do not have the ability to manage and monitor the specific elements that make up the futuristic contact center environment. Therefore investing in a comprehensive solution that monitors and streamlines all the components of the contact center is quite essential. For instance, customer interactions initiated with an IVR can be carried over to other channels like the video conference. The holistic contact center solutions must be able to handle each of these multi-channel interactions with maximum efficiency.

However, delivering omnichannel experience isn’t quite easy. An effective solution should be able to identify the impending risks while rectifying the existing issues with ease. For this, the operational maturity of the communication hub must be optimized to handle various levels of engagement. The overall performance management has to have an inclusive control on various factors like cost, performance and customer experience. Also, channel-specific engagement strategies have to be developed and implemented accordingly. This includes closing the gaps between digital and physical channels. This requires seamless connectivity between both online platforms and the physical-store environment.

However, identification of appropriate help channel is critical for businesses to serve their customers effectively. This can be analyzed by tracking and evaluating their behavior across all the channels, which can provide valuable insights about their preferences and expectations. Based on these insights, each customer can be provided with the suitable communication channel. However, companies should focus on the speed of response, and emphasis should be on providing specific solution across all channels. Both modern traditional and modern methods such as social media, live chat, calls and emails can be ideally combined to cover the maximum customer base. The key is to maintain and manage all these touch-points with holistic advanced technology that pervades beyond human-errors. In addition, enterprises could utilize omnichannel interactions to evaluate big data analytics, which can enable them to provide proactive service based on the individual preferences.

Key Takeaways

  • A traditional contact center has now evolved into an advanced communication and service hub of an enterprise, handling the crucial responsibility of delivering a preeminent experience to its customers.
  • As advanced technology is being increasingly deployed in modern contact centers, organizations face the risk of a colossal impact on the functionality in case of a breakdown.
  • As the technology grows complex technology most firms do not have the ability to manage and monitor the specific elements of the futuristic contact center environment.
  • Investing in a comprehensive solution that monitors and streamlines all the components of the contact center is quite essential.