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How To Overcome Technology’s Artificial Divide And Succeed At Being Seamless

2 min read

Read the full article at Forbes.com

by Dennis Fois, CEO of Copper

Summary

  • Providing a seamless omnichannel experience for customers is essential in today’s economy.
  • Businesses must operationalize with a single source of truth for all customer information.
  • A true omnichannel solution allows for maximum efficiency and unified business logic for all channels.
Being Seamless

In today’s economy, it is essential to provide a seamless omnichannel experience for customers—for marketing touchpoints—and for a conversation to jump from social media to webchat to the phone without causing confusion or hassle.

However, many businesses are still struggling to execute on delivering their omnichannel experience, and technology is largely to blame. Customers are ultra-connected and expect brands to use the information to provide personalized experiences across each interaction, regardless of whether the touchpoint is digital or live. Research by Aberdeen Group found that “companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, compared with 33% for companies with weak omnichannel strategies.” To execute well with omnichannel, businesses must operationalize CX according to how customers want to be served.

A true omnichannel solution should route all customer requests through the same platform, allowing the team managing the resources to apply unified business logic for all channels. A symbiotic relationship between the CRM system and contact center is critical to obtain the cross-channel visibility necessary to deliver on customers’ omnichannel expectations.

Offering voice proactively, not as failure demands, is also essential, as 83% of U.S. consumers prefer to interact with live agents over digital channels to solve customer service issues. The most successful businesses know that competing on experience comes down to the operational level, and the omnichannel solution should empower service agents, sales reps, and field service engineers to deliver on that promise.

Brands must think beyond just marketing to develop their omnichannel voice. To learn more, read the full article, Omnichannel CX: How To Overcome Technology’s Artificial Divide And Succeed At Being Seamless, at Forbes.com.

Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers

Aberdeen Group

Fois, D. (2018, June 15). Council post: Omnichannel CX: How To Overcome Technology’s artificial divide and succeed at being seamless. Forbes. Retrieved March 28, 2023, from https://www.forbes.com/sites/forbestechcouncil/2018/06/15/omnichannel-cx-how-to-overcome-technologys-artificial-divide-and-succeed-at-being-seamless/?sh=31639103205b


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