Today, majority of the contact centers are highly focused on creating, maintaining and updating their strategy to optimize customer interactions and increase customer satisfaction. In our most recent contact center survey, we found the answer to the #1 investment priority that contact center professionals feel can make that happen: Omnichannel.
As part of this blog post, we will share some insight on:
- The Need & Drivers for an Omnichannel Contact Center
- Multichannel vs. Omnichannel
- Tips & Strategies to Maximize the Omnichannel Experience
The Need & Drivers for an Omnichannel Contact Center
As consumer technology has changed, so have expectations around how customers interact with companies. Today’s customers expect the ability to interact over multiple communication channels including email, text, web chat, social media, and phone calls seamlessly.
We all choose the channels where we are most comfortable and believe we can get the quickest response in the least amount of effort or aggravation.
It’s also common sense…keep customers happy and they stay. Make them unhappy and they walk away….and typically tell all of their friends via social media. What do these numbers tell us? Businesses that actively engage in customer communication via multiple channels and provide customers the flexibility to contact them via their preferred method are likely to attract & retain more customers, improve customer satisfaction and increase their bottom line faster.
Customers want self-service options in addition to the various agent channels.
Multichannel vs. Omnichannel Contact Center
By definition, the prefix ‘multi’ means ‘many’ which is not very different from the prefix ‘omni’, which means ‘all’. This has led contact center solution providers to use these words interchangeable. However, functionality wise, multichannel and omnichannel communication are very different especially when you look under the hood at how these solutions are architected.
In a multichannel 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 that hinder customer satisfaction, management visibility, and the overall effectiveness of the contact center. One of the key reasons these solutions operate independently is that they are different technology solutions. Either the contact center has chosen multiple vendors to provide these services OR the contact center technology vendor has purchased disparate solutions and tried to make them LOOK like a single solution. It’s easy to spot multichannel when you start looking at the underlying technology, how its administered, and how reports are generated. In a multichannel solution, there are multiple places to perform administration and multiple places to generate reports….it becomes clear there are disparate technologies in play.
In an omnichannel contact center solution, businesses are offered the flexibility to pick their preferred channel of communication such as a multichannel 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, thereby enhancing customer experience, improving agent efficiency, and increasing overall satisfaction. In these solutions, a single technology is being used to manage ALL of these communication channels which greatly simplifies every aspect of the system.
So Why Omnichannel? In the past, customer service inquiries, concerns and requests could be handled via only one channel: phone calls. 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.
- Provide a seamless customer experience
- Enhance customer service & satisfaction
- Competitive differentiation
- Improve agent productivity & overall efficiency
What does Omnichannel Mean At Evolve IP?
Evolve IP’s Contact Suite provides a true omnichannel solution that includes:
- A single set of routing logic across all interaction channels and a single place to administer the entire system
- All interaction channels managed by a single routing engine that enables a seamless customer experience across channels
- A personalized interaction for each customer regardless of how they interact.
- An integrated contact history across channels at the agent’s fingertips that empowers the agent to deliver great customer service
- Consolidated reporting out of a single database means that leaders have a complete view of their contact center without the painful and time-consuming process of combining multiple reports from multiple systems
Click here to learn more about Evolve IP’s Omnichannel Contact Center