One of the challenges faced by many contact centres is a lack of seamlessness. They offer excellent support in all channels, but are unable to provide a consistent service on different touchpoints within one journey.
The contact centres that fail to connect disjointed interactions cannot create a complete picture of the CX. Without the ability to establish a complete customer context, they cannot deliver a personalised experience on all touchpoints for each customer.
We know how important FCR is, as evident in our previous post (Contact Resolution in a Multi-Channel Contact Centre). But we also know that some of your customer’s goals cannot be achieved with just one contact. Whether it’s purchasing a product or asking a question, many customers will interact with a brand through multiple, separate interactions on different channels.
Why do some multi-channel contact centres fail to provide an omnichannel experience?
Unfortunately, centers that are so focused on handling multiple channels tend to overlook the importance of connecting customer information. They don’t keep track of the steps each customer takes throughout their journey. This causes frustration, especially when the nature of the problem gets discussed from scratch in each new interaction. Ultimately, the result is an unsatisfactory experience, copious amounts of negative customer feedback, and a lasting dent on customer loyalty.
This is exactly why omnichannel is the best approach for a multi-channel contact centre.
Customers expect companies to remember the information they share on different channels. Your centre must be able to do that and establish complete customer context to deliver a personalised, satisfactory experience that fits their unique needs. Important customer data in all types of contact must be collected, integrated and relayed to agents.
How do you provide an omnichannel experience?
A good way to start is to examine one channel and ask the right questions.
Can that channel make use of the information on other channels? Can information move seamlessly into that channel? If the answer is no, you may need to redefine your process or replace your existing system.
The information gathered from each channel can give you valuable insight into customer behaviour, which you can use for predictive analytics. It can help you determine the contact drivers on each channel, and predict trends and outcomes. You can also use it to establish the best practices in a singular channel and ensure seamless transition to other types of contact.
Those who are in-charge of CX management can use the information to determine which aspects of the customer journey requires additional support, and equip agents with insights into the channels that are used most often. This will prepare them for various customer interactions, provide a quick and helpful response, and prevent repeat contacts about the same issue.
Indeed, the omnichannel approach is the key to a positive multi-channel experience. Ensuring seamlessness in all aspects of the journey will always guarantee a high CSAT. Remembering and acknowledging the steps customers take to achieve their goals will enable you to provide an experience that’s beyond satisfactory.
Ensure the best service for your customers by working with a multi-channel contact centre with well-defined processes and the right technologies for delivering a seamless and consistent omnichannel experience.
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