December 31, 2015
As contact centers continue to reach out in an effort to be everything to all customers, one concept that is receiving closer scrutiny is that of becoming “omni-channel.” While many call centers like to think of themselves as multi-channel—that is, offering numerous options and ways for customers to reach them—they need to realize that those same customers are far ahead of them. Therefore, they need to go “omni-channel.”
In a recent blog post, U.K. tech writer Clare Angood took an in-depth look at the issue and made some good points about why the move makes sense.
“When the term ‘omni-channel’ entered the customer service lexicon, most industry professionals were still coming to terms with its predecessor, multi-channel,” she wrote. “It should come as no surprise, then, that many continue to view it as little more than an extension of that concept. When they think of omni-channel, they think of multi-channel with a twist. And yet it’s so much more than that.”
Angood notes that omnichannel is a new way of building a relationship between consumers and brands, and one that is “becoming increasingly important as the digital revolution gains momentum.”
She cites a recent Xerox survey that found that about 54 percent of consumers would be willing to spend more if it meant receiving better customer service. So the desire is there; businesses just need to step up to meet it. So what exactly is the difference between the two?
“In the multi-channel paradigm, success meant being able to handle one problem through your call center, another through your mobile app, another on social media, and so on,” Angood says. “To make the transition to omni-channel, you need to stop thinking in silos about the support pages on your website or the specific call center software you use. The customer should come first, and you should recognize them as a single person regardless of the channel.”
But an omnichannel contact center also needs to be seamless.
“When a customer switches from one channel to another—from a community forum to a call with an agent, for example—there should be no noticeable disconnect,” she suggests. “The agent should know exactly where the customer is in their journey, what their query is, and why it hasn’t been resolved yet.”
So the work CAN be done, but it will require a commitment from the contact center. The reward will be happier, more loyal customers.