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HOW DOES AN OMNICHANNEL APPROACH IMPACT CUSTOMER SERVICE?


 * April 18, 2023
 * 4 mins read

 * 
 * 
 * 

Ideally, every contact center works on satisfying the customer service needs of
100% of the target base. As in any other case, keeping the reality close to the
ideal target for the contact center is a tough nut to crack. If you look at the
customer preference statistics, here’s what they say:

 * 77% of brands consider customer experience as a key competitive
   differentiator (IDC)
 * 49% of consumers leave a brand due to poor customer experience. (Statistics
   source)
 * Consumers base their buying decisions on their previous customer experience
   with a brand. (Statistics Source)

Pair these key takeaways with the studies that say nine out of ten customers
want brands to provide an omnichannel experience. If you still do not have an
omnichannel communication strategy for your contact center in place, you must
know how this prospect affects the customer service you deliver. So, let’s
uncover the basics first.


MORE ABOUT OMNICHANNEL CONTACT CENTER

An omnichannel contact center, at its core, is a customer service function that
is based on cloud-hosted contact center software to handle customer
interactions. It encompasses multiple channels, including chat, phone, text,
email, or social media, to deliver a unified, seamless customer experience as
they switch back and forth across channels.

Businesses can realize the importance of an omnichannel approach for their
contact center can be realized from the fact that customers usually take a
non-linear path when interacting with a brand of their choice. For example, they
might use the brand’s app to add products to the cart, send an email or make a
phone call to ask for customer service and buy in person from the local brand
store nearby during the course of a single transaction. Any break in consistency
across different customer interaction channels can lead to a loss of customers.

An omnichannel solution can help you address these customer expectations. Also,
note that call center software and omnichannel contact center solutions are
different. While the former may only imply a telephone-first customer
interaction strategy, the latter usually offers many different communication
channels.

Let’s dig deeper into the connection between an omnichannel strategy for a
contact center and customer service efficiency.


AN OMNICHANNEL APPROACH MEANS ENHANCED CUSTOMER SERVICE 

Implementing an omnichannel approach will not only benefit your customers but
also make your agents’ lives easier. Here’s what you can expect:

 * Improved customer retention rate

Recent stats show that the customer retention rates of companies using
omnichannel communication strategies are 91% higher than those that do not. 
This is quite obvious given the improvements in customer service quality
supported by omnichannel tools.

Using an omnichannel contact center solution, you can communicate with your
customers on their preferred channel. This prevents them from having repeated
conversations on the same query with different agents, reduces the hold time,
and even increases the first-call resolution rate.

This is quite useful in the current time and age when most consumers prefer
digital-first customer services via self-service options, messaging apps, or
social media.

 * Better alignment of the remote workforce

Given that 75% of global workers consider remote working as the new normal
(Source), the business communication tool you select must align with the needs
of a remote workforce. It should be compatible with smartphones and tablets to
allow your agents to access customer history on the go at any time. Most
omnichannel contact center solutions are designed to cater to such needs.

Besides this, their advanced omnichannel routing features ensure that an agent
will be available whenever a customer raises a service request. Similarly, their
remote call forwarding function sends the inbound calls from the agent’s desk
phone to their smartphone (or to any other defined path). 

 * Faster first-call resolution

What’s the expected delay or tolerance level of end customers related to getting
the required customer support?

The quantitative analysis says that 82% of customers now expect an immediate
response to the queries they raise for customer service. With an omnichannel
approach to deliver the best-in-class customer service, you can increase the
likelihood of customers getting connected to an agent on the very first contact
via any channel. It also ensures that the selected agent will be adequately
qualified to provide assistance to prevent multiple call transfers.

You can also benefit from the multi-level IVR capabilities of an omnichannel
contact center solution to provide self-service functionalities to customers.


 * Better customer relationships resulting from personalized response

A sure-shot way to improve brand-customer relationships is to deliver a
personalized experience while resolving their support queries. While this may
sound tedious with call center solutions, an omnichannel contact center can make
things better.

Having an omnichannel strategy makes personalization easy as your agents can tap
into the details of the entire customer history and current interaction to be
better prepared for the calls. They can also utilize automated text messages,
emails, or social media messages to make product recommendations or resolve
first-level customer queries that are easy to handle.

Now that you know the advantages of an omnichannel contact center solution, you
should also know how to select the right one.


5 FEATURES TO LOOK FOR IN AN OMNICHANNEL CONTACT CENTER SOLUTION

 * Comprehensive monitoring

This aspect of an omnichannel solution helps track live as well as historical
KPIs so that your team can better understand the customers. Based on the
insights obtained, you can measure individual agent or team efficiency and
identify the most active communication channels.

 * CRM integrations

Your contact center solution must allow integrations with third-party CRMs,
marketing, and project management tools. This will help you and your team
transition between different platforms smoothly.

 * Control over automation rules

The contact center software you select should allow you to configure and set
automation rules based on time-related triggers and other events to streamline
business workflows.

 * Omnichannel routing

Contact center solutions with omnichannel routing features allow the admin (you)
to set rules about the right agent selection to respond to customer queries
irrespective of the communication channel.

 * Customer sentiment analysis

With the help of automated AI, businesses can perform customer sentiment
analysis to detect phrases, words, and patterns of speech during an interaction.


HOW EXOTEL CAN HELP?

Exotel’s omnichannel solution is used by thousands of clients across the globe
to improve their customer service quality. It is a unified suite of contact
center solutions that you need to run your contact center operations seamlessly.

© 2023, Exotel Techcom Pvt. Ltd.
All Rights Reserved



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