multi-channelIt’s no secret that today’s customers are engaging with your company over multiple channels and touch points. We’ve all heard the story – winning companies need to deliver a consistent customer experience over the web, social, mobile, contact center, web site, back office and branches. It makes sense and benefits both the company with lower costs, increased revenue and better loyalty – and the customer with a consistent experience that is personal, seamless and easy.

For consumers, the move to the mobile web and social channels is here today. And for the forward-looking the Internet of Things appears to be just around the corner. We are living in an increasingly fast-paced, hyper-connected world in our personal lives – from people to more and more devices. This is quickly driving up our expectations for how we engage with companies for products and services.

Over the years, visionary companies have effectively added new customer channels like web chat, mobile and social, check out Vattenfall, Vodacom and Groupama.

So, what’s different today? Here are 3 things that are rapidly changing the face of today’s multichannel customer experience:

1. The Whole Company is Involved – For most companies, the early days of delivering a crosschannel customer experience kept things largely managed from within the confines of the contact center. However, as social and mobile came into the mix, companies started to see new departments and executives get involved in managing customer interactions. This includes the marketing department and CMOs, as well as people from the mobile app group and different lines of business.

2. Customers Are Using More than One Channel at the Same Time – A major difference in today’s multichannel customer experience is that customers – who often start on the web before calling you – are often on 2 channels at the same time. In fact, nearly two thirds of customers start on the web before reaching out to the call center, and one third stay on the web while talking to an agent.

3. The End-to-End Customer Journey is More Critical – As customers have increased the number of channels they use to engage with companies, and also take increasing levels of control over their own customer journey with the web and self-service, it’s more critical than ever before to deliver ‘journey-appropriate’ experiences. Your goal should be to help the customer accomplish their goal – quickly and easily. The good news is that companies that effectively manage the customer journey across channels perform better though reduced costs and stronger growth and profitability.

If you’d like to learn more, check out the white paper Transforming Customer Experience in the New Digital World. You can also view our on-demand webinar titled, Take the First 3 Steps to Building a Crosschannel Customer Experience, where we discuss how companies can improve today’s multichannel customer experience.

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