Omnichannel Contact Center

What is Omnichannel?

Omnichannel is a sales approach that improves a consumer’s experience by connecting various methods of shopping, such as online from a desktop, android, iOS phone, or tablet, or in-store, or by using a telephone.

This integrated approach to shopping allows customers and contact center representatives to see and modify account details of current and past purchases from any platform or device. It also enables representatives to interact more fluently with the shopper to provide assistance and improve a customer’s end-to-end shopping experience.

Omnichannel Contact Centers

Research shows omnichannel contact centers are on the rise with consumers wanting omnichannel service. Omnichannel contact centers unify customer interactions and communications across all contact channels and devices.

This differs from multi-channel contact centers which, although similar to omnichannel contact centers in that they also offer multiple means for customers to interact, use separate contact methods rather than one that is integrated.

Omnichannel Customer Service

The big draw of an omnichannel experience for customers is the elevated level of service it is able to provide. This is especially important for millennials who consider customer service a top priority.

Many millennials are multitaskers who use up to six touchpoints when they interact with a brand and often prefer email or instant-messenger chat interactions instead of speaking by phone. They seek omnichannel experiences when shopping or to get questions resolved.

Omnichannel customer service offers millennials and other customers a quick and easy shopping experience, seamless remote support, increased visibility, and improved customer satisfaction. 

  • A quick and easy shopping experience

Today, everyone seems to have less time but more to do. With little time to shop, omnichannel services allow customers to make purchases, return items, and get support when and how they prefer, with little to no frustration. It makes things simpler and easier. 

  • Seamless remote support

An omnichannel platform is an all-in-one system that combines all digital channels into one user interface. It provides contact center representatives access to customer profile information and order history to help solve issues quickly and easily from anywhere in the world. It avoids data silos that could make customer interaction more problematic, albeit while also ensuring data protection is maintained.

  • Increased visibility

Whether it is self-service account access or contact with a customer representative, customers and contact center teams benefit from increased visibility of account details, historical purchases, and support logs. This increases customer satisfaction and confidence, as well as improving the working experience for customer service representatives.

  • Improved customer experience

Customers are able to engage with contact center representatives for support by phone, in-person, or through online chat or email, without explaining their issues numerous times because their account information, support, and order history are all connected. 

Omnichannel Service Experience

Customer touchpoints across multiple channels create an omnichannel customer experience. It involves being able to seamlessly connect and interact with minimal confusion or disruption. 

It’s estimated that 81% of customers will likely shop elsewhere if they’ve had a bad customer experience.

This is in sharp contrast to companies that provide positive omnichannel customer engagement strategies and who typically retain approximately 89% of their customers. With omnichannel contact centers, customer representative experiences involve providing support anytime, anywhere, and from any device while being able to navigate between channels seamlessly to elevate customer service experience and engagement. 

Omnichannel Operations

Developing an omnichannel operation requires changing mindsets about sales and distribution as cost-centers, and transitioning it to more of a customer-focused operation.

Omnichannel operations focus on integrating end-to-end processes that:

  • Are scalable
  • Are cost-effective
  • Can serve the needs of global customers
  • Securely process transactions, data, and payments
  • Ensure online delivery and tracking
  • Provide and measure reliable customer support

Contact center operations should also factor in remote team access to increase productivity and provide faster response and issue-resolution times, with less frustration. This remote access is especially important given the events of the last year and a half.

Omnichannel Communication

Omnichannel communication is aimed at delivering a consistent customer experience across all touchpoints. It should continually strive to provide a positive and enhanced customer service experience—whether online or offline—by providing customer-specific support. 

Tailoring communications for each customer requires identifying and communicating with customers on the channels each customer uses most frequently and developing metrics to measure success in order for the company to know how to improve its offerings.

Omnichannel Support Systems

Omnichannel contact center success is not only reliant on its people and process. Omnichannel support systems also play a vital role in enabling contact centers to provide the right level of engagement and assistance.

These technologies should facilitate at least the following shopping-related aspects:

  • Omnichannel adoption
  • Implementation
  • Onboarding
  • Marketing
  • Customer outreach
  • Communication
  • Sales
  • Delivery

It should also provide rapid and effective support and measure the success of a customer’s end-to-end journey. 

When it comes to customer-facing interactions, omnichannel support systems provide the foundation for customer experience aspects such as: 

  • How customers shop 
  • The supply chain that delivers products from the store or warehouse
  • Returns
  • Exchanges
  • Refunds
  • How customer information is stored
  • Other interactions with the customers 

Omnichannel systems ultimately provide customers with significant value and convenience when choosing where and how they will shop and interact. They are also essential in ensuring that contact centers are set to provide a more tailored customer experience.

Updated: March 04, 2022

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