When I first saw the title— “The importance of truly omnichannel software in customer service,”—I thought to myself: “That sounds like a no-brainer … or a simple marketing message that everyone’s heard before.” Then I got to thinking about what it actually means.
It’s a lot more complicated than it sounds. It can also mean the difference between success and failure for any business! 89% retention for companies with omnichannel strategies vs. 33% for those without.
Customer service has become a multi-faceted “must” that really matters to consumers. They demand prompt, personalized, highly knowledgeable service that’s available around-the-clock. Research shows that “companies with omnichannel customer engagement strategies retain—on average—89% of their customers, compared to customer retention rate of 33% for companies with weak omnichannel customer engagement.”
And, according to Sailthru, “a 5% improvement in customer retention can increase profits by up to 95%.” No wonder companies—including your competitors—are investing heavily in CX platforms! Walker states that “to be relevant in 2020, companies must focus on leveraging big data to create a single source of truth and making customer intelligence accessible throughout the enterprise.”
51% of companies use eight channels or more—and it’s increasing
Since customer expectations are evolving rapidly, companies who want to compete are being forced to use more channels to interact with current and prospective customers. Moreover, resources—in terms of budget and people—assigned to manage customer experience (CX) programs tend not to grow at the same rate as the complexity of delivery. As a result, CX owners need to become more efficient at managing customer interactions.
According to Aberdeen’s Omni-Channel Customer Care: How to Deliver Context-Driven Experiences, 51% of companies use at least eight channels to interact with their customers. Hence, deploying technology to manage messages and conversations across multiple channels and deliver an omnichannel CX is on the critical path. Companies looking for ways to attract new customers and retain existing ones must invest in “truly omnichannel software” to deliver the CX consumers demand.
The key to success? Delighting customers and empowering agents
The innso eBook, The Importance of Truly Omnichannel Software in Customer Service, stresses the importance of “putting the customer and their data at the center of your service strategy.” But it also highlights the fact that your agents are “the ones responsible for engaging, satisfying, promoting, upselling, cross-selling, and, in the end, being accountable for the bottom line of your company. They actively support each customer’s unique journey with your brand, removing obstacles, and opening the way to deliver a superior customer experience.”
Satisfying both your customers and your agents requires a CX platform that uses “automation and skills-based routing enabling real-time orchestration of interactions, responses, and content to deliver a consistent and seamless omnichannel customer experience resulting in increased engagement, spend, and retention.”
That’s a tall order!
The eBook explains how deploying the right platform enables you to have a 360° view of your customers AND “analyze each one’s behavior, predict their next move, and respond in the right way, through the right channel, with the right content, and at the right time.” And since consumer behavior is evolving rapidly, both the platform and your agents need to grow at the same speed—or faster—to stay ahead in today’s fiercely competitive global marketplace.
5 critical automation capabilities supporting an agile omnichannel customer experience
An automated CX platform is key to reducing the amount of time your agents spend on repetitive work. Automation allows them to engage more meaningfully with customers, analyze issue resolution processes, make necessary adjustments, and increase the effectiveness of future automated processes.
The innso eBook identifies five critical omnichannel engagement platform capabilities required to build lasting relationships. Your CX platform must be designed, configured, and deployed with the sole objectives of:
- Recognizing the customer
- Protecting the consumer
- Orchestrating the experience
- Empowering the agent
- Evolving continuously
The eBook explains what each one of these things means in simple terms, allowing you include them in your list of non-negotiable capabilities when looking for an omnichannel CX platform for your organization.
7 ways to drive software automation for a truly omnichannel experience
The eBook also identifies seven ways that you can drive automation to (1) increase agility, (2) enhance the omnichannel experience, and (3) ensure your company always rates highly on the customer satisfaction index. These include:
- Maximizing results with the minimal operational effort by deploying customized self-service portals
- Tailoring strategies for target groups with smart distribution
- Unifying unique messages within the overall brand strategy with cross-channel response libraries
- Analyzing performance to ensure effectiveness with customer satisfaction surveys and operations quality monitoring
- Streamlining employee onboarding and training with a multi-lingual collaborative knowledge base
- Empowering agents to provide end-to-end request resolution with seamless case management with targeted automation
- Adjusting priorities and resources to respect SLAs and achieve KPIs with real-time dashboards for supervision
To fully comprehend why automating your omnichannel customer service strategy for increased agility is critical to your organization, I recommend you download and study the eBook. The eBook also identifies six features you should look for when choosing an agile omnichannel customer service platform.
At innso, we’re here to help ensure that every interaction matters. Contact us to find out how we can help your business become more nimble with an agile omnichannel platform! For more information, visit www.innso.com. To stay up-to-date on the latest customer experience (CX) trends and topics, follow @innso.