Omnichannel customer service is a strategic approach to increase reach and provide a seamless customer experience. The process integrates multiple modes of communication between a customer and a business.
In short, the omnichannel strategy aims to deliver a seamless and consistent customer-centric experience across digital & assisted channels, keeping in mind the devices that customers use to interact with businesses.
The relevance of omnichannel customer service
The relevance of omnichannel customer service is growing in the digital ecosystem. The tech-savvy customer is looking for instant and regular support & wants to use the channel of their choice.
Compared to calling customer support for assistance, the customer of today prefers to access other mediums of instant support such as knowledge bases on the website, live chat, social media & more.
These interactions provide businesses with valuable information about customer behaviour and preferences. Businesses that utilize this intelligence wisely stand to enhance their customer service and support, thereby benefiting the business.
The digital revolution has transformed the business in recent years. Today’s tech-savvy and informed customers engage with businesses using multiple gadgets and devices and expect hassle-free customer service.
To serve the customers better, businesses use customer data to offer swift responses to customers.
Based on the information gathered from connected devices, businesses are able to deliver the most personalized experience for each individual in real-time. In doing so companies enhance the value of their omnichannel customers while increasing sales, engagement, and retention.
Reportedly businesses are spending a significant part of their marketing budget to drive traffic to their site. To maximize their marketing spend, it’s imperative to quickly engage those fresh visitors to the web or mobile site.
Importance of omnichannel
To that end, omnichannel as technology profiles and predicts consumer behaviour in a few clicks with an unmatched ability to combine contextual, historical, and third-party data with in-the-moment behaviour.
The result; omnichannel as a service helps businesses to capitalize on their personalization goals by connecting the dots of the customer journey. So, each interaction is captured across devices, unifying the experience.
Given the digital trends, personalization is proving to be a game-changer for businesses that are looking to increase revenue and customer share.
Integrating store data and personalized mobile site by syncing data across channels results in an immediate performance boost. With the data synced across channels, the business now can see an increase in conversion and a rise in average sales orders.
That’s why customer-centric enterprises need seamless omnichannel customer service to understand and service customers like never before. Omnichannel customer service strategy helps to predict customer’s behavioural intent, transactional and historic data.
It can also identify important phases in the customer journey and recommend the next best actions, reduce customer efforts, create a proactive, positive, and personal customer experience.
Benefits of consistent service quality
A high percentage of customers mention bad customer service experience as the primary reason for shifting brand loyalty.
58% of customers say that customer service is important to their choice of loyalty to a brand, according to the State of Global Customer Service Report by Microsoft.
And it is obvious that a negative customer experience can bring down a company’s market share significantly. 84% of consumers are frustrated about not getting real-time information according to a report by Huffington Postwor.
Therefore, providing a seamless customer experience and top-notch customer satisfaction is a key focus for all businesses aspiring for growth.
All evidence and data show that seamless customer experiences can be valuable for businesses in terms of brand affinity for customers. Today’s consumers have many choices on who to do business with, so your customer service support must stand out from the rest.
Difference between multi-channel and omnichannel communication
In multi-channel communication, a business engages with one customer but on different channels such as a store, website, social media, mobile phone, etc. In this scenario, each conversation or transaction between the business and the customer is a simple start-and-end process.
Therefore, the conversation, the data discovered, the information about a product that the customer is interested in remain disconnected and not integrated across the platforms.
In simple terms, the various touchpoints in a multi-channel service are not sharing information about the customer’s conversation with each other.
For a customer, starting the same conversation over and over again leads to frustration. This means a very disconnected experience with the brand overall.
Compared to the multi-channel approach, the omnichannel support provides a holistic experience to the customer. A customer can effortlessly switch from where they left on one touchpoint and continue the conversation on another.
Today’s customer wants to use channel of their choice and expect faster resolution and consistent information from the customer care in every industry. A seamless, integrated customer experience is the way forward.
Top 6 omnichannel customer service best practices
Here are some omnichannel customer service best practices that can enhance the overall experience for your customers.
1. Customers expect good mobile-based services
In today’s business scenario you cannot afford to run a business without providing mobile-based customer service. Mobile phone usage is increasing and customers frequently use mobile devices to make purchases.
In order to grow your business, ensure that your FAQs, documentation and self-support infrastructure is mobile-friendly.
2. Reduce the social media response time
When customers use social media to raise concerns, they seek instant solutions. Therefore, it’s crucial to reply instantly to customers when they post on social media.
If you cannot address their queries instantly, acknowledge their concerns and reassure your customers of timely response. If possible, try to integrate social media with live chat to enhance customer experience.
3. Self-service is the new customer service
Customers of today prefer self service options. Provide a robust knowledge base, FAQs, how to guides, video self help tools, etc. All you need is a functional FAQ site supported by the relevant knowledge base and video content that caters to relevant questions that customers keep asking.