Why omnichannel customer service has to be the top priority?

Why omnichannel customer service has to be the top priority for decision-makers

Posted On: December 30, 2019

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We agree with the fact that customer support is no more voice-based support through contact centers. The era has changed, and the state of the CONNECTED CUSTOMER is changing. While we all understand CX is important. However, it is a better customer engagement that drives better CX if businesses enable the omnichannel customer service approach.

The customer experience (CX) stakes have never been higher

As 2020 approaches, companies will look for a way to tie all of their customer information into a clear, understandable measurement of customer engagement. If we increase proactive engagement and offer more self- service options, contact centers should expect a reduction in call volume. If they commit to reducing effort and use more customer data, they should see a decrease in the transaction time.

The TOUCHPOINT experience is more important than ever

Companies will struggle to gather relevant information about customers and their issues, and in turn, struggle to make meaningful connections with customers. The Assisted and Digital touchpoints are the cordial points for majority businesses. These touchpoints should be enough empowered to address the whole bunch of complaints, queries, and requests, ranging from simple account updates to more sophisticated product support questions.

Brands today have a crazy amount of information. We’ve seen businesses expanding in various geographies, starting new verticals and offerings for consumers. Now let’s look at this, while consumers have an array of offerings available for them it’s challenging at times to get the relevant information at the right time.

SILO system might not work, Being Agile and collaborative is the way to go

Today, everyone talks about “omnichannel customer service” but the majority are still stuck in fragmented silos. This is due to internal calibration challenges and its difficult to get everybody in a single discussion to agree on an integrated strategy. Meanwhile, customers have increased their expectations of one integrated, cross channel experience.

With rising expectations of seamless experiences on various channels, protecting and tracking the single-view of the customer is more important than ever. Failure to have a single customer-view could harm healthy relationships and make for rather jerky customer experience. Firms can struggle to identify the same customer across multiple lines of business, due to the fact that customer data is often locked in silos.

Consistency is the Key

Put yourself in the customer’s shoes and think for a minute.

Will that look nice if you, being a customer, get different responses for the same query?

Well in this scenario, the customer loses faith in the brand and plans to switch. In today’s connected world, change is the easiest option.

The need is to have a platform that ensures the dissemination of information across all touchpoints and ensuring to become a single source of truth. People have different definitions of this platform but it is commonly known as Knowledge Management or knowledge base.

99% of the AI initiatives would fail without a good knowledge foundation.

-Gartner

Elevating customer engagement with knowledge management

In my experience of working in various geographies and industries and speaking with different professionals across CX, Digital Transformation, Operations, L&D, Training, and others; I’ve realized that the need of Knowledge Management exists unknowingly for almost all and professionals today are in discovery stage trying to figure out as how can they make this happen.

Knowledge Management is a Customer Engagement Practice which delivers a better Customer Experience across all touchpoints. One of the mistakes made by organizations, investing in a knowledge management system, is deploying this enabler in a silo.

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