Sarah has a trouble with a recently purchased product. After failing to resolve the issue on-line via self-service tools and web chew the fat, she calls the company ’ mho avail desk. The customer service rep answers with, “ What product can we help you with today ? ” Sarah is annoyed the rep doesn ’ metric ton already know what product she has, and that she ’ south been trying to resolve her problem on-line. Her frustration starts to breed a negative opinion of the company and the service it provides.
“ Uncertainty in the service experience is the underlying reason for much of the frustration and disappointment customers experience”
“ Customers say they want the party to ‘ know them ’ and ‘ know where they ’ ve been, ’ ” says Pete Slease, principal executive adviser at Gartner. S ervice leaders have responded with an omnichannel approach, which purports to solve the difficulties of using multiple channels — and create seamless customer interactions.
“ Organizations are striving to implement omnichannel solutions, but implementations tend to be challenge, time-consuming and expensive, ” explains Slease. “ In the short condition, serve leaders need to determine what improvements can be made to the customer military service have right nowadays, while omnichannel decisions are being made and implementations are occurring. ”
Know where to invest
Before servicing leaders invest in omnichannel technology, they must first settle which benefits will yield the greatest returns. They can do this by homing in on what matters most to customers.
“ Focusing on service transparency and proactivity does not require large investments in technology or long lead times”
After analyzing more than 60 advertise benefits of omnichannel engineering, Gartner found that what matters most to customers is service transparency and proactivity. These two service elements have the largest affect on reducing customer attempt because they help to eliminate customer doubt. “ Reducing uncertainty is the one of the most impactful ways organizations can provide low-effort customer interactions in a multichannel environment, ” says Slease. “ doubt in the service experience is the underlie reason for much of the frustration and disappointment customers know. ” The more serve leaders can ease customer efforts, the more they can increase loyalty and lower abrasion. Therefore, service transparency and proactivity should be key considerations when improving or creating an omnichannel scheme and approach. Download framework: Customer Service BPO : Drive CX Results
Put service transparency and proactivity to work
The good news is that focusing on serve transparency and proactivity does not require large investments in technology or long lead times. The two frequently occur together and address the same customer needs.
“ Customers want their interactions handled effectively, regardless of the channel they choose”
startle by implementing changes in service reps ’ processes, organizational communication practices and back systems. This will enable your reps to better handle customer challenges through low-effort interactions. Improving such practices and systems will besides lessen customer confusion, as they will help to :
- Clarify how issues are resolved
- Instill confidence with frequent and timely updates
- Provide a clear understanding of how needs and requests are handled
Consider 4 other omnichannel benefits
Beyond foil and proactivity, four early areas of experience actually matter to the customer. Some may overlap or support each early, and some require a stronger investment of resources than others, but an effective omnichannel approach path can deliver against these key customer expectations :
- Channel consistency: Customers want their interactions handled efficaciously, regardless of the impart they choose.
Read more: Omnichannel: The path to value
- Service continuity: Customers want their service interactions to be reproducible and continuous, even if they switch channels midstream, or start, stop and restart a request .
- Customer recognition: Customers expect serve reps to have easy access to basic information about them, but besides want adequate security around their accounts ,
- Relationship history: Customers expect service reps to recognize them, know their current relationship ( purchases, etc. ), and acknowledge past interactions, length of kinship and loyalty .