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Unveiling the reality of omnichannel

Date 14-04-2021

The customers have always dreamed of receiving a service that is not just smooth and seamless but is extensively consistent and heavily personalized. According to the surveys, most clients often tend to relive the frustration of not being offered the optimum solution, or made to repeat their issues over and over again, or forced to settle for the service offered, despite it being unsatisfactory. Provided that there’s a steady change happening across the domain of customer service, specialists are always on the lookout for better ways to keep their clients happy. While laying down their issues, clients would be happy to at least have some part of their issues be addressed and resolved, rather than being sent on their way to another agent and then yet another agent.

This is when the omnichannel customer experience comes into play. Without sewing client data and history, when a contact center service provider makes use of chat, e-mail, and call separately yet smoothly, hence giving birth to omnichannel customer experience. So now you won't have to pester your customers to begin, seize, and repeat their complaints, and issues, only to be able to hardly resolve one at a time.

But now, as an omnichannel provider, you will have more work cut out for your team members. And viola! You have well-tailored customer experience management by your side.

Did you know? Companies that have stellar omnichannel strategies lined up, find it easier to retain 89% of their existing customers. Whereas the companies, with considerably weaker omnichannel layout, can keep only 33% of their existing clientele. Shocking isn't? Omnichannel eliminates the scope of mishaps and losing clients, as it sincerely gives back the power to the contact center service provider.

What is an omnichannel contact center?

In simple words, when availing assistance from an omnichannel contact center, customers are given the freedom to ask for help, the way they want to, without discussing their problem, whenever they switch to another channel. But now they can easily rectify the way they explain, and if it ends up syncing with the data, the agents would know if they are asking for assistance for the first or ninth time.

The impeccable omnichannel approach of servicing also opens doors for efficiency. For instance, when Mr. K reaches out to enquire about his recent shipment, your team would be notified immediately, about the context of Mr K's query and issue, while knowing about the number of times he reached out over chats, and mails, along with an answer to by for his question, without even seizing the conversation even once.

But the omnichannel service providers also have to expertly handle a myriad of client issues and their data. The agents have to be able and efficient enough to deal with the contacts of numerous channels, many times altogether, while simultaneously enabling the delivery of a smooth client experience. This is why, in an omnichannel cloud contact center, the hiring, training, monitoring, management, and monitoring are easily interlinked, which in turn fuels the workforce to perform better. Omnichannel, when executed right, not just sews up a few communication channels, but it assembles your analytics, CRM, knowledge management, and other numerous pathways, in which clients tend to dabble into a solo yet heavily interconnected experience.

There many justifications and reasons that backs the notion that omnichannel contact center is significant to render best-in-class customer experience

1. The rising popularity of digital channels

According to OneReach, about 80% of customers find it frustrating to patiently wait for their turn while dealing with a contact center agent. Studies even prove that most of them can wait only up to two minutes, not more than that. The changing world of technology has proved how cell phones have become an extension of our existence. An average person roughly spends about five hours every day glued to his/her phone. That's quite a lot of time. Added to this, today everyone tweets, posts, messages, and goggles, way before 'thinking' to call. And they want service on their terms, without waiting.

Texting customer serving is hence preferred more by the about 70% individuals of the age group 18-24! This type of servicing not only saves time, but is also way less scope for complications and frustrations, and customers feel more comfortable.

Having such a customer service platform in your enterprise's name gives you a decent edge over your ancient competitors.

2. Efficient tools deliver consistent service

Dealing with frustrated customers, already demands service providers to have a different skin, who not just pacifies the customers but also skillfully resolves their issue, and sends them on their way with satisfaction in their belly. So, the omnichannel way is an obvious no-brainer. It can unload pressure from your teammates' shoulders while enhancing the quality of your servicing, as they don't have to manually tackle all the facets to deliver the standard customer experience. How cool is that!

3. It serves well to a variety of customers

Though this factor weight has caused serious panic among peers, the presence of omnichannel makes the issue of serving a variety of customers almost an Achilles heel. But one demand stays constant - the need for efficient servicing- that is quick and resolves their problem without any delay.

The speciality of an omnichannel contact center is the fact that it lets you personalise the service delivery, purely according to how customers tend to reach out. It further enables to piece together the communications, gives back the control in the hands of the call center service provider while curating a consistent customer experience across all channels.

Studies show that about 42% of service providers predict a supposed countdown in voice interactions, whereas about 88% of them are expecting a gradual boost of interactions across numerous channels. Hence, they shall focus on the workings of all the channels, as voice turns into something that is not-so-admirable.

Essential features for a well-rounded, call center service provider.

Need for simplistic interface

An integrated agent desktop is the need of the hour. It will not only demolish, each and everything, that is in the way of productivity, it will also help in rendering an extra layer of protection to the data.
According to the survey, an average agent uses about eight different tools, while having about twenty-three interactions with his/her colleagues, and has over one hundred thirty varied support interactions. Hence a well-sorted interface simply helps in reducing the scope for any overload. The lesser the barriers in the way to access customer history and data, the more is the efficiency of agents to provide a proper solution. And you get a remarkable omnichannel customer experience to gift to your customers.

The ROI

It is a well-known fact that operational charges tend to skyrocket when customers rehash their bad experience. About 2 out 3 call center service provider, grapple to fathom their actual ROI as they flunk to incorporate their systems and channels. After all, a platform that does not merge with other customer systems, is technically just multichannel and not omnichannel.

As per surveys, about 57 out of 100 customers tend to rant about their bad experiences, to the agents who attend to them in line, and this increases your agent hours while making you spend more on each customer resolution simultaneously heightening your handle times.

Always tend to keep an eye open for software, that can help in enhancing your key metrics, and lessen the costly experience times. Keep looking for omnichannel platforms that expertly simplifies your operational activities.

Cloud design

If you are looking for a new omnichannel platform, then investing in cloud architecture is one of the best bets. This will make you more flexible and challenge-ready while keeping up with norms and strategically funding the continuity of your business. Till March 2020, the world of business process outsourcing was purely based on-premises. Just like all other sectors, the pandemic nudged the agents to shift their services from office desktops to their houses, and this humongous shift could be taken care of only with the help of the cloud's superpowers.

According to Garner, a staggering 36% of operators are going to work virtually and remotely.

Quality and Performance management

Efficient 'quality and performance management tools' help agents to keep track of their efficiency, and fulfill their daily targets. It also helps supervisors and managers to keep an eye on their agents' and subordinates', in case of overwork, or a drop in the metric. This open insight into the compiled history of performances, of agents, helps seniors to get an idea, as to when team members shall buckle up.

Remember to always seek agent evolution tools such as scorecards, customer interaction records, transcriptions, etc. ingrained in the omnichannel platform. The embedded performance tiles help in bettering the performance of agents.

Enhances the reporting

Everything is easily streamlined into one single interface wherein one can time the duration of calls over all channels, measure the origin, supervise self-servicing of the customers, checking the inquiries across different channels, making use of specific queues that separate the agents. The best-in-class enterprises often tend to use omnichannel insights to draw up performance data, history, reports, and analysis regarding their data. They assemble their intel right from the platform to streamline, allocate, and enhance the performance of the agents. So, now you know omnichannel is a necessary sword to slay dragons and keep with the competitors in the world of customer service.