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Omnichannel Customer Experience: Definition, Importance, & Benefits

8 mins read

According to Harvard Business Review, 73 percent of all customers use multiple channels during their purchase journey.

In the connected world, customers jump from one platform to the other and have limited patience while looking for solutions. Hence, brands strive to be present on all channels of customer choice and delight them through every engagement.  

What is an omnichannel customer experience?

An omnichannel customer experience provides a seamless and consistent experience throughout the customer journey across all interaction channels, including telephonic, in-store, and online channels like web portals, chatbots, in-app support, etc. 

The importance of Knowledge Management in a seamless omnichannel customer Experience

In the multi-channel world, customer journeys have become complex. While looking for answers to their queries, a customer could first arrive at the online self-help portal and read the FAQs or articles. From there, the customer could try to get on a call with a service agent.

Another customer might choose to chat with a service provider or contact the company via email. Another customer might prefer to seek in-app support or directly walk into a retail branch and speak to an executive in person. 

Providing a unified experience, and ensuring consistent information delivery across all these touch-points can be achieved through the Knowledge Management platform. A KM platform acts as a Single Source of Truth that can be integrated across all channels to deliver a seamless, personalized experience. 

The key Knowledge Management tools that help to deliver an omnichannel CX are: 

1. Unified Knowledge Base

A unified KB organizes all enterprise-wide information for customer support teams to refer to and provide superior customer support over calls. It can also be integrated into the self-service channels for comprehensive articles, FAQs, and how-to guides on the website or app. Knowledge Base software can also act as the brain for your chatbot. 

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2. Custom Workflows

Custom workflows can be created with the next-best-action in place using the cognitive decision trees. These can be used for call-center scripts, chatbots, etc., to ensure SOP adherence. 

3. Pictorial Guides

The step-by-step visual guides can be used in-store, on online self-service portals, or by agents during telephonic calls to ensure better troubleshooting through pictorial support. 

The key benefits of the omnichannel customer experience through KM

As we saw above, efficient Knowledge Management software is the pre-requisite for providing a cutting-edge CX across all customer engagement channels. Here are some of the critical benefits of omnichannel CX enabled by an efficient KM strategy:

1. Seamless and personalized experience

Customers can pick up from where they left off when switching channels, platforms, or devices through an omnichannel approach. This ensures a hassle-free and smooth customer journey across all the touchpoints.

2. Information consistency across all channels

Brands can ensure that similar information is pushed on all channels with an omnichannel strategy. This consistency in information is essential for the correct resolution of customer queries and maintains brand credibility.  

3. Increased C-SAT and NPS scores

Customer delight comes with an enhanced experience, which drives the C-SAT scores. The customer trust rises, and they begin to become advocates of your brand, thereby increasing the NPS scores.  

Conclusion 

With numerous options available in the market, customers are switching providers because of poor experiences now more than ever. As customer journeys get more complicated, encompassing both digital and offline channels, ensuring excellent customer experience across all touchpoints is key to retaining customers and growing business. 

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