Omnichannel Support: A Game-Changer for Customer Experience

Omnichannel Support: A Game-Changer for Customer Experience

It’s no secret that emerging technologies are changing the way businesses operate. And with 76% of companies using automation to standardize workflows, technology doesn’t seem restricted by industry or company size. 

Along with this growth in automation is increasing customer service expectations. Customers expect seamless support experiences across various communication channels. And bringing them together into one platform is becoming the new norm. 

That’s why companies are turning to Omnichannel support to provide assistance to customers through whatever platform suits their needs. And the best part? It’s all centralized on one interface. 

What is Omnichannel support?

Every customer is unique. Whether it’s based on age, demographics or nationality, different people prefer different mediums of communication. 

Omnichannel support provides a platform that brings all communication channels together: WhatsApp, Viber, Instagram, Telegram, phone, email, SMS and webchat. It shows all customer interactions in the same interface, giving agents a full picture of all previous customer interactions.

Omnichannel support not only streamlines exchanges, it improves the customer experience by ensuring that all information is readily available for the agent. 

There are many benefits of Omnichannel support in contact centers. Let’s dive into the biggest ones. 

Benefits of Omnichannel support for customer experience 

The unified nature of  Omnichannel support results in a seamless experience for both agents and customers. It delivers numerous benefits that make it easier for customers to interact with companies, solve issues faster, and have better experiences. Let’s take a look at the main advantages in more detail: 

Faster response times 

Having access to inquiries from various sources in one place reduces delays from switching between systems. Rather than opening different channels individually, agents can simply switch between tabs to get a full view of all customer interactions over each platform. 

The result? Quicker response times, better service speed and much better customer satisfaction. Plus, the agent can see live messages from the customer, providing real-time insights that speed up resolution times. 

Consistency

Omnichannel support records all interactions in the same system. Which means the customer journey is mapped out from start to finish. Customers don’t have to repeat themselves, as the agent has a comprehensive view of all previous exchanges. 

Omnichannel standardizes the support experience, keeping it consistent no matter what platform the customer is reaching out through. This means smooth, frustration-free experiences for customers, and more positive interactions for agents. 

Personalization 

Since previous interactions are automatically synced, agents have a detailed view of each individual customers’ history. They can leverage this information to tailor the conversation to the customer’s preferences. 

Agents can also make recommendations based on previous call outcomes, keeping the interaction relevant for the customer. What’s more, they can even predict the customer’s needs better with insights into past exchanges. 

Better customer experience 

Thanks to Omnichannel, CX can be cohesive and streamlined; customers can start a conversation on one channel and finish it in another. They can share pictures, videos and audio files, leading to more in-depth conversations. 

Agents don’t need to ask customers for more details: they can see everything in one place. Customers can feel more connected to the brand, leading to positive interactions at every touchpoint. 

Improved retention 

Easy access to support, fast resolutions, consistency and personalized services all lead to better customer experiences. Which results in higher retention rates as customers are more likely to stay with brands that provide superior service and support. 

Improving customer interactions is the key to fostering long-term relationships and loyalty. And keeping customers happy means they’re more likely to recommend your services to other people. 

Potential challenges and how to overcome them 

#1. Cost 

Implementing any new tool isn’t cheap. It comes with investments in technology, infrastructure, training and constant monitoring. Integrating multiple channels into one platform can also involve third-party tools or CRM upgrades. 

And ongoing maintenance and software updates are crucial in staying current with evolving customer needs and technologies. Although the initial investment might seem like a turn-off, the long-term benefits pay for themselves. 

The solution

  • Start with the basics: Focus first on the most important channels, like phone, email and chat. Then gradually expand to social media and other messaging apps to spread the cost over time. 
  • Go for cloud-based solutions: Cloud platforms are often scalable and cost-effective alternatives to traditional on-premises systems. You only pay for what you use and have more flexibility in adding channels later on. 
  • Use third-party tools: Instead of building everything in-house, use CRMs that easily support omnichannel integrations, like Zendesk and Salesforce. 

#2. Legacy systems

A lot of companies still rely on outdated systems which modern Omnichannel platforms have trouble integrating with, especially those built for on-premises use. Seamless integrations aren’t always possible due to inflexible legacy systems, but upgrading them can be costly. 

Plus, it can lead to disruptions in operations. Not to mention employee resistance; people might not be willing to step out of their comfort zone. This makes moving from legacy systems to cloud-based solutions a complex process with a lot of moving parts. 

The solution

  • Migrate slowly: Implementing a gradual migration plan keeps the transition smooth. Maintain a hybrid system that uses both cloud and legacy infrastructure to prevent disruptions, slowly upgrading over time. 
  • Consider middleware solutions: Middleware can bridge the gap between old legacy systems and new digital platforms. Data and communication can flow easily between the two without needing to completely scrap the old tech. 
  • Prioritize the most important integrations: Instead of doing a full overhaul of the old systems, focus on the key integrations like CRM or communication platforms that result in immediate customer service improvements. 

#3. Data silos 

A data silo can be a major roadblock to Omnichannel success. They occur when customer information is staggered between departments or systems. The disconnect between the different channels results in non-cohesive communication between the customer and the company. Breaking these silos down is crucial for seamless experiences, better decision-making and rich analytics. 

The solution:

  • Encourage interdepartmental collaboration: Teams sharing information and insights keeps data flowing freely. Develop active links between marketing, sales and customer service with shared dashboards or regular meetings to keep everyone on the same page.
  • Unify customer data: Use a CRM to consolidate all customer data into a single interface so every department has access to the same history and insights. 
  • Automate data collection: Use APIs or automation tools like Zapier to break silos down and synchronize information across channels. 

#4. Organizational coordination 

For Omnichannel to succeed, it needs to be a multi-departmental collaboration: IT, customer service, marketing and sales all need to be in sync. Without coordination, messaging can be inconsistent across different channels. Investing in training, Q&A sessions and regular meetings is a good way to foster a collaborative culture. Making sure the whole team has access to the same customer data keeps the whole customer journey seamless, no matter which department they’re communicating with. 

The solution

  • Develop shared goals: Make sure every department is aligned. KPIs and goals should match up for every team so everyone fully understands their role. 
  • Use collaborative communication tools: Microsoft Teams, Slack or Asana are powerful tools for quick and easy communication. Coordination can happen in real-time, just like the customer experience. 
  • Establish cross-functional teams: Curate a dedicated team for Omnichannel support with members from each department. They’ll be responsible for managing the experience across channels and are the first port-of-call for any issues that may arise. 

How Omnichannel support affects the customer lifecycle 

Awareness 

Reaching out to customers through multiple touchpoints can improve the brand’s recognition and boost awareness. Leveraging email, social media, website chatbots, apps, and messaging platforms means a lot for businesses:

Further reach

Engaging customers on platforms they already use, such as Instagram and Facebook, covers all your bases. Customers see the brand on various channels, leading them to explore it further. 

Consistency 

Recognition and trust are key factors in customer acquisition. Creating a consistent message across all channels makes customers more likely to remember your brand. 

Personal touch 

Tailored marketing is a direct result of leveraging customer data from different sources. Using targeted ads or emails can increase engagement, a key aspect of the awareness stage. 

Purchase 

Omnichannel support provides a smooth and customer-centric experience. Easy purchasing processes are more attractive to customers and can provide the business with: 

Flexible buying

Customers can see the product on one channel, like social media. They ask a question on another, such as a website chatbot, and then complete their purchase either online or in-store. The improved flexibility can boost conversion rates by simplifying the whole process. 

Consistency across channels

Omnichannel has the power to track a customer’s journey from start to finish across multiple devices. It provides consistent messaging, recommendations and updates that drive sales and conversion. 

Real-time support

Many customers have doubts before making purchase decisions. Omnichannel allows them to easily access support wherever they are, whether by phone, email, chat or social media. Which can mean all the difference when it comes to their final buying decision. 

Nurture 

Once the customer has reached the nurture stage, Omnichannel strategies shift to developing loyalty and long-term relationships, resulting in:

Continuous support

Customers often require help post-purchase, which Omnichannel easily enables. Customers can reach out via their preferred channel and receive fast responses that increase repeat business.

Loyalty programs

Omnichannel systems can also sync loyalty points across all communication channels. The customer is rewarded no matter where they’re engaging from, which further drives retention. 

Personalized follow-ups

With unified customer data, follow-ups can be more personal to the individual. Thank you messages, recommendations, and even reminders to buy the same product before they run out can be more engaging for customers. 

How can Voiso help?

Voiso’s Omnichannel toolkit brings together every communication platform in one easy-to-use interface. You can meet your customers where they are whilst boosting agent productivity simultaneously. Here’s what we offer:

  • Personal agent panel that enables agents to handle both inbound and outbound calls easily.
  • SMS for delivering promotions, notifications and reminders to contacts. 
  • Built-in webchat within the omnichannel workspace that enables quick support and lead conversion. 
  • Integrated messaging apps in one interface; use WhatsApp, Telegram, Viber, Messenger and Instagram DM in the same place. 

It’s all waiting for you with Voiso. Talk to us today about how to implement Omnichannel in your call center. 

Well said George Steed. 👏 It's an industry where people and their norms are in the epicenter of everything we do 🫂

Like
Reply

To view or add a comment, sign in

More articles by George Steed

  • The Art of Building Relationships in Sales

    The Art of Building Relationships in Sales

    In today’s rapidly evolving and ever-changing business world, sales is no longer just about making transactions; it’s…

    2 Comments

Insights from the community

Others also viewed

Explore topics