Most customers don’t want to be jumping around from one channel to another to get their issues resolved, and feeling drained after that. What if I told you that you can avoid that? Omnichannel customer support offers that, leading to an increased customer satisfaction. Want to know more about it? Let’s get started.
But first, what is Omnichannel customer support?
In a few words, omnichannel customer support is a way of providing assistance and advice to the customer through a connected network, offering a seamless interaction across all channels. This includes channels both online and offline like phone calls, in-person assistance, live chats, emails, social media, or websites.
Picture this, a customer bought a laptop and is having issues to make it work. He starts an interaction with the company through email. They respond and ask him to call for a better understanding. He calls and explains the problem all over again. The agent responsible couldn’t fix the problem, and asked him to come in person. The customer, already stressed and exhausted, goes to the place indicated and explains the problem for the third time. They successfully solve the problem, but the customer is strongly considering not buying ever again from this company, despite having his problem solved.
Wouldn’t it be better if all the channels that the customer interacted with had all the necessary information? They would be aware of the problem, asking only for details , and the customer never had to repeat himself. In fact, after one bad experience, more than half of consumers will switch to a competitor (Zendesk).
Omnichannel customer support makes this a reality, offering a better customer experience. Leading to a more enjoyable and pleasant experience that boosts customer satisfaction, trust and loyalty towards the brand.
Omnichannel is another way of saying Multichannel?
It may look the same, yet they are not the same thing. There are two main differences between multichannel and omnichannel customer support to look out for.
- Omnichannel customer support offers smooth transitions between synchronized channels. Meanwhile multi-channel provides different options for customer interactions, but they are disjointed between each other.
- It’s easier to gain insights into preferences and customer behavior since omnichannel customer support integrates data from different channels. On the other hand, in multichannel each platform collects data separately. In consequence, it doesn’t provide a complete view.
Importance of implementing omnichannel customer support
Nowadays, most online shoppers are busy and have less time. They look out for comfort and consistency. And, omnichannel customer support offers them exactly that. That’s why it is necessary for eCommerce to implement it.
Since customers want more than ever immediate solutions for their issues and make the minimal effort to fix them. Omnichannel customer support offers the agents the context of customer interactions with the company across platforms. Being able to access multiple applications that between each other are synchronized, provides the agent an overview of the customer. Therefore, it makes it easier and quicker to seek an ideal solution for the customer.
Moreover, it provides personalized and optimized interactions between all channels. Having a strategy customer-focused and interconnected, allows to develop an only and integrated view of each customer. No matter how many channels they may use.
It helps to understand each touchpoint and how they work together, since it gives the possibility to access automatically to numerous data sources. According to a report from PwC, more companies are investing in Omnichannel customer support, the number has jumped from 20% to more than 80%.
Benefits of omnichannel customer support
1. Boost customer satisfaction
Omnichannel customer support makes it easier for customers to look out for support on any channel they chose and get helpful answers in a short time. Since agents are able to access all the information given by the customers across all channels, they can get to the solution faster. Not needed for the customers to explain the problem every time they jump from channel to another.
2. Personalized service
Using data from omnichannel interactions can lead to a better understanding of the customer preferences. More than that, it helps to develop new services and products as needs and desires of the customer change.
Providing a personalized service makes customers feel prioritized, valued and connected to the company, which inspires greater brand loyalty. In fact, 77% of business leaders recommend personalized services to achieve customer retention (Zendesk)
3. Faster Communication and Resolution
Now more than ever, customers want speedy solutions to their issues and in a more comfortable way. Since omnichannel customer support can offer more communication channels, it is more likely that customers will be able to reach a response on their first contact. In that way, they won’t have to hold on for ages to get in contact with the company.
Plus, having all the information that the customer had provided previously, makes it easier for the agent to get to a faster and ideal solution. A survey made by Comm100 showed that 71% of consumers (16-24) believe that a way of improving their customer experience is receiving a quick response from the service team.
4. Collect better data
Since it has synchronized channels, the data collected for each one provides the company a holistic view of the customer preferences and needs. Also, it offers the possibility to know how customer’s needs can differ as they travel through different channels or even how the same condition shifts throughout an interaction.
Data collection is really helpful to build an effective customer service plan, target the marketing efforts, where and how to advertise and be able to predict future trends, actions and scenarios. Professionals from Katrium are well-trained and prepared to help you do Research and Data collection, feel free to contact us.
5. Reach varied groups of customers
Offering several different channels for customers to interact leads to getting many more people engaging with the brand. There are people more likely to get in touch through social media over writing an email, people that prefer to make a call or even to go in person to the company.
Having a diverse customer base helps the business to reach new markets and contributes to expanding the potential customer base. What’s more, consumers today are getting more aware of diversity and inclusiveness. So having a diverse customer base can help to improve the brand image and reputation of the company.
How to build a strategy to take most of Omnichannel customer support
1. Be aware of your customer’s preferences
Before building a strategy for Omnichannel customer support, it is important to know what the customers are currently looking for and what they are interested in. Understanding that, it will be easier to determine which strategy to use and how to implement it to get sucessful. Preferences can vary depending on where people live, their age or gender.
2. Determine which channels to use
Try to discover the customer’s needs. Identify which channels they prefer to get in touch. Additionally, plan of being proactive, meaning to not only have a presence in the channels that it is known the target audience uses. But also, consider other channels to reach new potential customers.
Moreover, follow the trends. Be aware of which channels highly use the target audience. And make sure to always keep them updated with its new features. It is best to obtain excellent benefits using a few channels, than having several channels with second-rate results.
3. Study the customer’s journey
Beginning a journey without a map or a previous study will make it difficult and stressful to get where you are planning to go, and maybe you didn’t even get there. That is why, it is necessary to always, before building a strategy, ensure that you already mapped out what actually the journey looks like. Companies that implement this tool, their revenues increased about 10 to 15% and at the same time reduce their cost of service by 15 to 20% (Mckinsey)
Once it is well studied, it is easier to identify the current issues and try to find a solution or even improve it with your omnichannel customer support strategy. When you are aware of the regular paths the customers usually take and the channels they mostly like to use. Then you could know where to put your efforts and focus during strategy building.
4. Implement a mobile accessibility
In the digital age we are living in, it is very common that people have at their disposal different kinds of dispositives. Omnichannel customer support can offer the customer the possibility to easily start a conversation on their computer and finish it on their phone or their tablet. For instance, 57% of customers won’t recommend a company with a website that isn’t mobile-friendly, and 50% will stop visiting it (Sweor).
5. Invest in training the customer service team
As well as it is important to keep updated with technology, it is also necessary that the customer service team is well prepared to provide an excellent experience. Train them with the ability to solve more complex problems and improve their product knowledge. Additionally, upgrade their communication skills for a better understanding and more personalized experience for the customer. Omnichannel customer support is all about putting the customer first. But also, offering them a distinguished experience in every channel they go through.
6. Keep learning
As technology advances, it is crucial to get along with it and keep updated to the new changes. But not only that, it is also important to always learn from the mistakes. If something is not working, reevaluate the strategy planned, and make a new one.
Have a track record of the customer’s experiences. Use that to get a deep understanding of their preferences and needs and make the most of Omnichannel customer support. The outcome will be happier customers and an increased loyalty and trust towards the business.
Katrium brings 14 years of specialized experience to the table, offering a wide range of services. Discover our offerings and reach out to us. Don’t hesitate to contact us; we’re eager to assist you!
2 Responses