Customers expect more from brands than they have in the past. One expectation in particular has emerged as a front-runner in the digital age: the provision of uninterrupted, personalized experiences, no matter the touchpoint. If a customer reaches out via email and then switches ver to live chat, they expect a consistent, continuous experience across both channels.
The key to meeting this expectation is omnichannel support that unifies disparate touchpoints and provides a seamless experience no matter the channel. In fact, 70% of customers are willing to purchase more from businesses that offer “convenient support across multiple channels.” Providing consistent communication across channels not only leads to an improved customer experience (CX) — it also boosts trust and loyalty with the organization at large.
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What makes omnichannel support successful
Implementing effective omnichannel support hinges on establishing a customer throughline that encompasses all communication channels — phone calls, email, live chat, social media, and even in-store interactions.
For example, if a customer mentions a problem via phone call, then that problem should be reflected in their next live chat interaction. The goal is to create a cohesive customer journey across all touchpoints so customers don’t have to repeat their problems multiple times or give the same personal details over and over again.
This is especially relevant since over half (56%) of consumers say they have to repeat themselves often when switching channels, and 55% feel like they’re talking to different departments rather than one cohesive unit when switching channels. In short, a seamless customer journey makes for an overall better CX.
Traditionally, customers have discussed their concerns or desires in silos throughout the customer journey. The issue here is that frustration becomes inevitable when customers are expected to re-explain the same problem to numerous stakeholders across multiple channels. However, when customer interactions are interconnected, your organization can provide a streamlined customer journey that encourages proactive engagement instead of just reactive responses.
Furthermore, customers want personalized experiences that are specific to their individual needs and preferences so they can get a resolution quickly. A successful omnichannel support strategy will be able to provide customers with just that.
All that said, businesses need a comprehensive support infrastructure that connects their various service channels to deliver this exceptional CX. When data and communications flow smoothly between different platforms, staff can access the information they need instantly. Additionally, having properly trained custom service teams is essential — they must understand both technical systems as well as effective communication strategies.
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Omnichannel challenges and solutions
Though there are many benefits to offering omnichannel support, there are also challenges to address when it comes to implementation. Overcoming these hurdles requires a comprehensive plan and an understanding of what implementation issues may arise. Here are some common issues to prepare for, as well as simplified solutions:
- Integrating disparate technologies can be a major roadblock because many legacy systems struggle to “talk” to each other. Invest in adaptable, scalable platforms to easily synchronize information and data sources across communication channels.
- Organizations often have so much customer data that it can be difficult to manage. The simplest solution is to deploy accessible, secure systems that are robust enough to handle and protect all that customer information. Implement tools that can analyze these large amounts of customer data to better inform “representative” decision-making based on the insights gleaned from the analysis.
- Establishing and maintaining cross-channel consistency can be difficult. The key is to ensure staff are trained well enough, or have the necessary data served to them during the interaction to keep communications consistent, informed, and on-brand.
Tech-focused omnichannel support strategies
New tech tools can help move omnichannel support strategies forward by allowing organizations to offer enhanced personalization and efficiency. Some examples include:
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AI and machine learning (ML)
The integration of AI into customer service operations has transformed how businesses interact with their clients. These smart systems can anticipate customer issues before they arise and create customized experiences for each individual. By deploying AI-powered chatbots to manage straightforward questions and requests, support staff can focus on addressing more nuanced customer challenges.
Meanwhile, through sophisticated data analysis, businesses can uncover meaningful trends in customer behavior and preferences. These insights enable companies to refine their services and deliver more satisfying experiences.
The ability to process and act on information immediately helps support teams make better decisions and engage with customers more effectively. Companies that incorporate these advanced technologies into their support framework often outperform their competitors. Furthermore, the ability to address customer needs proactively helps build lasting customer relationships and encourages loyalty.
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Cloud-based solutions like Amazon Connect
Cloud-based contact center platforms like Amazon Connect have revolutionized how businesses manage their customer support operations. The system’s adaptable architecture allows organizations to expand their service capacity while maintaining seamless integration with their current technologies. This unified approach ensures customers receive consistent service regardless of how they choose to interact with the company.
The platform enhances customer interactions through sophisticated capabilities including speech recognition and comprehensive performance metrics. These tools help create more engaging and individualized customer experiences. Since it operates in the cloud, organizations can implement the system quickly and adjust their support infrastructure as their needs evolve. The result is reliable, high-caliber service delivery across every customer contact point.
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Mobile integration
Smartphones are ubiquitous, which makes them a primary channel for customer support. It’s essential to optimize the customer support process for smartphones by creating intuitive, responsive interfaces and user-friendly applications. This is especially important as SMS support is one of the lowest-rated customer service channels with a mere 41% satisfaction rate, so it’s a significant area of opportunity for most companies.
Modern customers want immediate support through their smartphones, whether through text messages, phone calls, or video chat. Organizations must develop support systems that provide this instant accessibility. Additionally, the amount of data from smartphone use can provide valuable insights that companies can leverage to enhance their service offerings and create a more tailored CX.
Looking to the future of contact centers
Success in customer service requires organizations to stay ahead of shifting consumer needs and preferences. Companies must remain nimble and open to new approaches while still investing in ongoing employee development. When support teams continuously expand their capabilities, they’ll be better equipped to handle emerging service challenges.
Organizations that perfect their omnichannel support strategies by embracing this forward-thinking mindset will be better equipped to deliver consistently excellent customer experiences that foster loyalty and build stronger, more enduring customer relationships.
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