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Omni-channel: New Multi-Channel To Customer Service Experience

April 14, 2017 Amit Kachhawa

The one thing in this recent fast-paced and virtual savvy environment which changes more hastily than technology is, the terminology used for references to technicalities and aspects of technology.

Two such phrases which occupy the heart of customer service enterprise are “Omni-Channel customer service” and “Multi-Channel customer support”. Often, these two phrases are used interchangeably, however if you dive deep, you’ll find that there’s a big distinction between them. Customer service enterprise is expanding, with the inclusion of new ever developing technological improvements and attention-to-detail parameters and approaches. In such situations, it becomes more and more difficult to manage and regulate as per the norms specified. So, in case your call center is using Multi-Channel Customer Service or if it’s offering Omni-Channel Customer Service, your clients would set their expectancies accordingly. So, it becomes vital to recognize the distinction in these phrases and use it wisely.

What is Multi-channel as compared to Omni-channel service?

Customers reach out to companies and organizations in a diffusion of approaches nowadays, inclusive of web, text, mobile, e-mail, social media, and phone. Call centers that provide customer service on all of these channels in an included way, instead of in silos, deliver the steady customer experience every customer craves. Multi-channel service actually means the use of a couple of channels while delivering customer experience. Omni-channel service, specifically in retail, provides effortless consistency across all channels.

Omni-channel services are vital, as these days, clients are making use of mobile phones more frequently to access the internet, in fact, more than they use desktop PCs. These customers may initiate contact with an organization on one channel and later interact with the company through another, frequently using more than one gadget at the same time. Technology is likewise pushing forth new platforms increasing the customer experience beyond simply gadgets.

Technology and Customer Expectations Drive the Need for Omni-Channel Retail Solutions

The days of people picking up the phone book to get in touch with companies are long over, as customers moved to the Internet at their home and then to tablets and smartphones to reach out to companies.

A recent research study suggests that 63% of U.S. adults use mobile gadgets several times in a month to search for customer support, and 90% of them have had bad customer experience.

These consumers are defining their customer experience by how properly businesses manage their interactions on their site, via mobile technology, and across the several channels through which they interact with brands. Getting this right, with steady delivery and relevant content that meets customer desires and needs at the right time and on their favoured channels, is important for success.

Delivering an Omni-channel Service and the Benefits of Customer Satisfaction

Great customer experience affects the bottom line in several ways:

45% of customers inside the U.S. abandon online transactions if their questions or issues aren’t addressed speedily.

89% of consumers stop patronizing call centers that gives bad customer experience.

Customers are 2X more likely to spread bad customer service experiences than that of positive.

Consumers are 4X more likely to buy from competitors if an issue is associated with service, as opposed to price or product-related problems.

33% of customers will recommend call centers that offer short, yet useless responses.

17% of customers recommend call centers that offer slow but perfect solutions.

12 positive customer experiences are needed to make up for just one negative customer experience.

70% of purchasing experiences depend on how clients feel they’re being attended to.

83% of clients require at least some support when making an online purchase.

That’s why thriving organizations have already shifted their attention to a customer-centric technique with mobile responsiveness being a top precedence. So far, the records indicate that call centers making use of tools and techniques to improve customer experience are winning.

Research additionally shows that customers will spend more money with a company that offers a wonderful experience.

Customer expectations additionally have an effect on their level of satisfaction, and leading businesses have gone further FAQ pages to offer round-the-clock assistance with services that screens social media and the Internet for mentions by customers and social media experts who maintain a steady presence online. By giving customers a very fast and accurate response on social media, call centers often save their reputations and display a willingness to correct issues to ensure customer satisfaction.

Omni-channel customer support experience additionally helps to lessen consumer churn, which attributes to bad quality customer service.

Making Multi-Channel Retailing Consistent

Call centers must try not to simply provide a multi-channel retailing experience, though. To give a great omni-channel retail experience, call centers must assume that customers will begin an interaction in a channel and then move to another while searching for a solution. But the focus should not be on the channels, rather, it should be on the customer.

Customers are too regularly segmented by channel – assuming that the call center has “Twitter clients,” “Facebook clients,” and “mobile clients,” as an instance, when in reality call centers have a set of customers who just happen to interact with them on a large number of channels. Customers’ demands and needs remain consistent across all channels from which they have an interaction with a call center.

Consumers should understand their transitions from one channel to another as being fluid. The best call centers are 30% more probable to optimize for omni-channel simplicity to gain consistency and meet the needs of customers across all channels.

One of the most effective methods to improve a customer experience is to tap into customer analytics to determine the customer preferred channels and gain insights into the efficiency of the company’s content and knowledge base when addressing these issues in actual-time. Analytics also reveal which channels most efficaciously meet client expectations, so call centers can tailor their technique for laser-targeted, consistent delivery. Leveraging technology that reach customers across all channels and making use of available information to monitor and optimize the customer experience gives modern call centers a competitive edge.

Amit Kachhawa

Amit Kachhawa is the Assistant Vice President for Corporate Strategy. His overall experience of over 14 years has been garnered at various levels at Etech starting his journey as an OCR and thereafter, crossing many milestones and today Amit is an esteemed member of Etech Global Management Team. Amit is responsible for formulating and implementing strategic plans with focus on Digital Marketing including social media, Product Development, Business Development, Reporting and Workforce Management Analytics.