Prioritize Omnichannel Investments Ensure Seamless Customer Experience

Sarah has a problem with a recently purchased merchandise. After failing to resolve the topic on-line via self-service tools and web chat, she calls the company ’ second help desk. The customer service rep answers with, “ What merchandise can we help you with today ? ” Sarah is annoyed the rep doesn ’ metric ton already know what intersection she has, and that she ’ south been trying to resolve her problem on-line. Her frustration starts to breed a negative public 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 company 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 set about, 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 term, avail leaders need to determine what improvements can be made to the customer servicing experience correct now, while omnichannel decisions are being made and implementations are occurring. ”

Know where to invest

Before service leaders invest in omnichannel technology, they must first decide 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 technology, Gartner found that what matters most to customers is service transparency and proactivity. These two service elements have the largest shock on reducing customer attempt because they help to eliminate customer doubt. “ Reducing doubt is the one of the most impactful ways organizations can provide low-effort customer interactions in a multichannel environment, ” says Slease. “ uncertainty in the service experience is the fundamental reason for a lot of the frustration and disappointment customers experience. ” The more service leaders can ease customer efforts, the more they can increase loyalty and lower grinding. Therefore, service foil and proactivity should be key considerations when improving or creating an omnichannel scheme and overture. Download framework: Customer Service BPO : Drive CX Results

Put service transparency and proactivity to work

The good news is that focusing on service foil and proactivity does not require large investments in engineering or long moderate times. The two often occur together and address the lapp customer needs.

“ Customers want their interactions handled effectively, regardless of the channel they choose”

start by implementing changes in service reps ’ processes, organizational communication practices and support 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 transparency and proactivity, four other areas of have truly 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 can deliver against these samara customer expectations :

  • Channel consistency: Customers want their interactions handled efficaciously, regardless of the channel they choose.
  • Service continuity: Customers want their serve interactions to be reproducible and continuous, even if they switch channels midstream, or start, stop and restart a request .
  • Customer recognition: Customers expect service 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 relationship and loyalty .

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