Patience may be a virtue, but it has become increasingly difficult to find as consumers have become accustomed to immediate results. In an age where retailers offer same-day delivery, movies and TV shows stream instantly to mobile devices, and meals are delivered to your door in minutes, service expectations have hit new heights. And, with competitors only a click away, the stakes are higher than ever. So how does this affect your omnichannel roadmap?
Success now means creating a consistent, effortless experience for customers across every communication channel. Yet, the reality is most companies are unable to meet these expectations because they are currently limited by scattered, siloed customer engagement environments that don’t support omnichannel experience. As companies add new digital channels and customer journeys become even more complex, these limitations can no longer be downplayed or ignored. They are very real sources of customer churn and lost revenue.
Making the shift to omnichannel customer engagement is a unique, multi-step process for every company. It requires a clear roadmap. As you make your plans, ask the following four questions and consider these approaches as a guide.
1. Do we need a single platform for voice and digital channels needed, or can we get by with point solutions?
While it’s true that using separate point solutions can get you part of the way toward your goal of delivering omnichannel customer experience (CX), you won’t be able to design and deliver consistent, seamless, personalized, and journey-specific experiences across all touchpoints and channels. Without a single platform for all touchpoints and channels, you can’t manage service level agreements (SLAs), analyze journey history, or provide great, end-to-end CX. You also can’t increase operational efficiency. Find out how PayPal deployed a single customer experience platform to manage their business and gain global visibility across all channels.
2. What role does knowledge management play in our omnichannel roadmap?
Without an integrated knowledge management capability, you risk of delivering inconsistent service across self-service and assisted-service channels. Contact center traffic deflection is difficult to manage, and agents are not empowered with the right responses in real time. This leads to increased handling times and insufficient outcomes when human assistance is required.
3. How are we integrating outbound interactions upfront in our omnichannel strategy?
Proactively communicating with customers with personalized, relevant messages over their preferred communications channel strengthens relationships, increases loyalty, and ultimately drives revenue. More importantly, most customer journeys have both inbound and outbound interactions. To manage end-to-end customer journeys, plan with a single view of both “sides” of these journeys.
4. How are we proactively engaging customers on our website and mobile app as part of the omnichannel experience?
By combining contextual and behavioral customer information with a clear, real-time view of the resources available in your contact center, you can offer proactive assistance via your website or mobile app at the right time, on the right channel, and with the right resource. You can further enhance CX by enabling customers to choose their preferred communication channels, such as chat, callback, WebRTC voice or video, email, SMS, or FAQ. You can also offer that proactive assistance only when the appropriate resource is available within the time required, ensuring a positive experience and reducing potential shopping cart abandonment.
Want to learn more about developing an omnichannel roadmap to improve your CX? Watch how the Genesys Customer Experience Platform can help you deliver omnichannel customer journeys using the four elements we’ve covered.