by Augie Ray VP Analyst at Gartner
- To truly become omnichannel, brands need to focus on all aspects of omnichannel—marketing, engagement, and service.
- Omnichannel service should focus on cohesive organization and employee empowerment.
- Simplification of products can provide a unified experience for customers.
- Solving customer problems should be a priority rather than just answering their questions.
In this article, Augie Ray, VP Analyst at Gartner, emphasizes that brands should focus on omnichannel service as well as marketing and engagement.
Ray highlights that getting omnichannel service right is not just a tech problem but an issue with organizational silos, variable channel adoption and maturity, brands’ self-interest, and weak employee training and empowerment. He cites his own frustrating experience with a telecom provider, where he faced multiple issues due to product complexity, lack of customer-centricity, and job responsibilities. Ray suggests that companies should empower every employee and representative to solve customer problems, engage with customers in the channel of their choice, and simplify their products to provide a cohesive and unified experience.
Ray argues that providing a true omnichannel experience has little to do with technology and more to do with company policies, strategies, and organizational structure. He believes that every employee and representative should be able to solve customer problems, and every channel should be able to help customers with all their problems. Ray suggests that companies should simplify their products and focus on solving customer problems rather than just answering their questions.
In Ray’s words, “getting omnichannel service right requires more than simply having a presence in multiple channels or enabling channel switching – it requires cohesive organization, employee empowerment, and product simplification.” He urges brands to turn their customers into loyal advocates by attacking the barriers preventing their organizations from working cohesively.
Read the original article Omnichannel Customer Experience Is More About Your Organization Than About Your Technology by Augie Ray, VP Analyst at Gartner.
Getting omnichannel service right requires more than simply having a presence in multiple channels or enabling channel switching – it requires cohesive organization, employee empowerment, and product simplification.
Augie Ray, VP Analyst Gartner
Gartner_Inc. (2020, October 29). Omnichannel Customer experience is more about your organization than about your technology. Augie Ray. Retrieved March 30, 2023, from https://blogs.gartner.com/augie-ray/2019/07/10/omnichannel-customer-experience-organization-technology/