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Importance of Omni-channel Communication

Importance of Omni-Channel Communication | Evolve IP
September 8, 2017 / Foram Joshi

It’s common sense…keep customers happy and they stay. Make them unhappy and they walk away. But what you might not know is just how fickle your customers probably are. According to a survey conducted by American Express, eight out of ten customers walked away from a company due to poor customer service [1].

In the past, customer service queries, concerns and requests could be handled via only one channel: telephony. Today however, customers choose from multiple channels to communicate. This makes it critical for organizations to not only quickly attend to their customers via phone, but to be available via all their preferred communication channels including calls, text/SMS, email, web chat, web callback, and social media.

If the customer is forced to wait for an increased amount of time on call, or is not helped quickly via email, chat etc., he is likely to express his dissatisfaction with 140 characters on social media, negatively impacting the organization’s public image and reputation.

What is an omni-channel contact center and how does it help?

An omni-channel contact center solution integrates calls, text, chat, email and social media making it easy for customers to switch between multiple channels and experience a unified and seamless brand experience.

Forrester noted that 95% of customers use more than one channel to communicate with companies [2] . Businesses that actively engage in customer communication via multiple channels and provide customers the flexibility to contact them as per their convenience, are likely to attract & retain more customers, improve customer satisfaction and increase their bottom line faster.

Also, it provides agents with better visibility into contact history from multiple channels available on a single platform. According to Zendesk, 75% of customers return to companies with excellent service and 33% spend more with brands that provide a holistic customer experience [3].

How is a true omni-channel solution different than a multi-channel solution?

By definition, ‘multi’ means ‘many’ which is not so different from ‘omni’, which means ‘all’. This has led contact center solution providers to use these words interchangeably. However, functionality wise, multi-channel and omni-channel communication are very different.

In a multi-channel contact center solution, businesses have the flexibility to choose from several channels of communications such as calls, text/SMS, web chat, web call back, fax, social media etc. However, these channels operate in silos.

In an omni-channel contact center solution, businesses are offered the flexibility to pick their preferred channel of communication such as a multi-channel solution, but it offers an additional benefit of these channels being integrated i.e. all channels are available to the customer and are connected at the same time.

The diagram below might help explain it better:

Is your organization ready to deliver an omni-channel contact center? Follow the link to learn more about Evolve IP’s omni-channel contact center and differentiate your customer service.

If you’re hesitant about adopting an omni-channel contact center solution due to integration or transition concerns don’t worry, we’ve got you covered. Evolve IP is a cloud strategy company that provides customized plans and solutions based on each organization’s need and requirements.

References:

[1] American Express Global Customer Serice Barometer (2012, May). “Social Media Raises the Stakes for Customer Service”. Internet: http://about.americanexpress.com/news/pr/2012/gcsb.aspx

[2] Burke Collin (2015, Apr). “100 Customer Service Statistics You Need to Know”. Ramp: The InsightSquared Blog. Internet: http://www.insightsquared.com/2015/04/100-customer-service-statistics-you-need-to-know/

[3] Zendesk (n.d). “The Sales Doesn’t Stop at Checkout: 3 Ways Customer Service Increases Your Sales”. Internet: https://www.zendesk.com/resources/tags/customer-support-technology/

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