“As a result or embracing the omni-channel customer experience, businesses are able to resolve cases faster. Fine details aren’t lost in the exchange. Customer frustrations are limited and customer service agents feel empowered and confident in their ability to solve problems.” — Steve Pappas, SVP and CMO
By definition, omni-channel refers to integrated communication with a company via different outlets—such as in-person, online, or by phone. “The single biggest reason to embrace omni-channel is to accommodate customer preference,” says Stephen Pappas, SVP of Operations at Panviva. “It’s important to ensure that whether it’s the human interacting with the customer, or it’s the digital interaction, or it’s the bot, your customers are getting the same answers across all channels.”
While most companies are using some sort of multi-channel approach to improving the customer experience, not enough are embracing the omni-channel experience. Companies have a website, social channels, chatbots and instant messaging—in addition to the ability to take a phone call or respond to an email—but how they use these channels to service customers is what differentiates the true omni-channel customer experience. For many companies, there’s still a lack of a seamless experience and consistent delivery of information across each of these channels.
An omni-channel customer experience, on the other hand, is the ability to deliver the answers customers seek regardless of how they choose to contact you—seamlessly. Companies using this technique align their messaging and content across each channel and device. That means that a case that starts with an email can easily be continued by phone or a chat session with no loss of productivity or information. A good omni-channel design should do everything possible to eliminate common customer grievances and deliver an integrated experience. Because as you know, a frustrated customer won’t be a customer for long.
Flexibility is increasingly becoming an expectation. If you want to keep your customers happy, you must be prepared to handle their case accurately and efficiently on every channel. And delivering integrated communication doesn’t just happen on its own. Companies like Panviva emerged as an all-in-one solution for teams to deliver top-notch service at every touchpoint, providing a central knowledge management system—or single source of truth—so that all important content lives in a single repository.
As a result or embracing the omni-channel customer experience, businesses are able to resolve cases faster. Fine details aren’t lost in the exchange. Customer frustrations are limited because they feel like they’re actually being helped rather than spinning their wheels, and customer service agents feel empowered and confident in their ability to solve problems.