Fotolia_149628_Subscription_Monthly_MIf you know me, you know I love Formula 1 racing. The speed, split-second decisions, and synchronicity between both driver and crew never fails to amaze me. I’m also fascinated how teams set their strategy before the seasons starts, adapt throughout the various stages, and coach the driver to victory. Add in the fact that today’s F1 teams are using super-cool, cutting-edge virtual and augmented reality technology to drive competitiveness, and I’m a fan for life.

Does Your Contact Center Need a Technology Boost?

Now, you don’t have to be racing fan to appreciate the impact of technology in providing a more competitive experience. As contact center professionals, it’s our responsibility to consider every innovation that creates a more efficient support machine for customers, our agents, and the business as a whole.

Today’s customers have embraced technology, and omnichannel customer engagement really is the key to driving lasting relationships in today’s digital, mobile-first world. So how do you tune your capabilities to meet the accelerating demand of customers?

Omnichannel is the Fastest Route

You don’t want to be slow off the line when it comes to an omnichannel contact center deployment—but you don’t want to cut corners or sacrifice service levels either. What’s required is a transformation plan based on a solid, well thought-out strategy that addresses three key elements: customer engagement, employee engagement, and business optimization.

When you get to the finish line you can expect a great customer experience at every touchpoint. And these days, that’s really the only acceptable outcome. According to the Customer Experience Board, 58% of contact center callers have visited the web before calling, and 34% of them are on the web while they talk to a rep. All you need to do is reflect on your own support journeys—that’s just the way it’s done today.

Time for a Tune-Up

Most companies support multi-channel customer engagement—voice, email, chat—but they can’t support these channels simultaneously. So what happens is each channel is treated as a silo. Any interaction that occurs in one of these silos can’t be linked together. For many companies, there’s no such thing as an end-to-end customer experience.

Omnichannel Is the Right Mix

Omnichannel customer engagement eliminates the silos and facilitates a logical customer journey. It provides a satisfying experience, with improved business outcomes, and a discernable competitive advantage over companies that have yet to embrace an omnichannel environment. So how do you get there?

Assess Your Strategy

According to Kate Leggett, Senior Analyst at Forrester, “There’s an explosion of communications channels today … customers expect consistent experience across all of them … that takes real discipline, and strategy, and operations.” And she’s right. An omnichannel engagement isn’t something you simply turn on, or bolt on, and it’s done. It involves putting a proper plan in place. A good first step is to take a five-minute assessment of your current status to gauge exactly what kind of omnichannel solutions would best benefit your business and how to go about implementing them.

Learn by Example

Next,  take a look how other companies make the power move to an omnichannel contact center and the results that they’ve enjoyed. The following examples are a great place to start:

TELUS

The Canadian telecommunications company implemented omnichannel capabilities as a means to improve the customer experience. They empowered agents, increased NPS, and boosted almost all KPIs.

Marks & Spencer

This UK-based multinational retailer was founded over 100 years ago on the principle of outstanding customer service. That ethos has been moved into the present by building a detailed contact center plan and aggressive rollout that allowed the company to bring its capabilities in line with customer expectations.

Watch Our On-Demand Webinar

An omnichannel contact center implementation isn’t something you do on a whim. Take a couple practice laps before you step on the gas. The best way to do that is to watch our on-demand webinar titled Benchmark Your Omnichannel Customer Service Readiness featuring Kate Leggett of Forrester. You’ll learn how to assess your current state, define where you need to be, and quantify the business value of an omnichannel investment. You’ll also learn key insights from industry leaders. I look forward to having you there.

Stefan Captijn

Stefan Captijn

Stefan is Senior Director of Product Marketing for the Genesys Employee Engagement Solution Category. Stefan joined Genesys in 2000, lives in the Amsterdam area with his wife and two children. In his free time, Stefan enjoys building loudspeakers, cycling and...