Make omnichannel feel channel-less: give customers what they really want

By CafeX - July 3, 2018

Organizations are constantly under pressure to improve their approach to omnichannel. But how? What do customers (and other stakeholders) really want, and how do you deliver?

We believe that however someone contacts you - live chat, phone, email, social media - their primary desire is a seamless experience and effective resolution. Some choice around channel is important, but above all they want the experience to be easy and channel-agnostic. This is why taking a multichannel approach will no longer cut it (learn more about that in this post), and why adopting true omnichannel has become so important. But it isn’t that simple. 
 
Since it’s rise in popularity, the number of solutions that have entered the market claiming to power omnichannel is staggering. What makes one stand out? What should you consider while looking? Read on to find out.

Myth #1: If you can support it, it’s what they want  
Communication has come a long way from semaphore and morse code. However, many businesses mistakenly think that they need to be able to support every new channel. You don't. This may seem obvious, but ask your customers what channels they want access to before busting a gut to support them. Don’t copy your competitors or be led by technology, do your research and make the solution fit you.  

Myth #2: Technology implementation has to be painful
Buying and introducing new technology most definitely can be difficult, but it doesn't have to be. A new platform should slot into your business and fit in like an old piece of furniture, rather than dictating your processes and causing headaches. Many SaaS companies have recognised this, designing their solutions to seamlessly integrate with your existing CRM; so begin your search close to home and see what you can find.

Myth #3: New systems will automatically improve employee satisfaction
It’s common knowledge that contact centers experience high turnover. If you introduce a product that isn’t user-friendly, doesn’t seamlessly integrate and won’t support the best journey for your customers, your agents will suffer. If they suffer so will your customers, your management team and your bottom line. So shop with your agents in mind, and who knows - by finding a tool that satisfies the above and makes your agents more effective, you could also reduce churn. 

Next steps
Now is the time to review your omnichannel strategy and evaluate your approach, remembering throughout that the experience needs to feel channel-agnostic to the end customer. Seamless integration, an effective (and happy) workforce plus advanced yet simple technology solutions are key.

To learn more about evaluating omnichannel solutions if you’re using Microsoft Dynamics 365, take advantage of this free whitepaper or contact us today to discuss making improvements.