5 Keys to Implementing an Omnichannel Customer Support Program

The customer engagement landscape has transformed significantly over the past decade. Customers no longer rely solely on emails or call centers for support; instead, they tweet, send in-app messages, or engage via chatbots, expecting quick and seamless responses. They also demand support on their preferred channels, rather than being restricted to company-designated ones. 

An omnichannel strategy enables businesses to provide a unified, seamless customer experience across all communication channels. According to Aberdeen Research, companies with well-defined omnichannel programs experience a 91% higher year-over-year increase in customer retention¹. However, one of our earlier studies found that 75% of businesses have yet to implement omnichannel support in their contact centers². 

Here are five key steps to successfully implementing an omnichannel support program. 

1. Go Beyond Multichannel 

Many companies assume they have an omnichannel system, but what they actually have is multichannel support.

Key difference:

• Multichannel: Provides multiple communication channels, but they operate independently.

• Omnichannel: Integrates all channels, allowing seamless transitions between them.

For example, if a customer starts a live chat but prefers a phone call, an agent should be able to continue the conversation effortlessly via voice without asking the customer to repeat information³. 

Companies that fully integrate omnichannel see an 85% increase in CSAT (Customer Satisfaction) scores, demonstrating its impact on customer experience². 

2. Adopt a Customer-First Strategy

Many businesses focus too much on technology when implementing omnichannel support. Instead, the foundation of a successful strategy must be a customer-first approach. 

Best practices for customer-centric omnichannel support:

• Understand customer pain points before selecting support channels.

• Map the customer journey to ensure seamless support at all touchpoints.

• Ensure personalized interactions rather than generic responses.

By prioritizing customer needs over technology, businesses can ensure a more effective omnichannel implementation. 

3. Choose Channels Smartly

The average company supports 9 customer service channels, with that number rising to 11 in 2018⁴. However, supporting too many channels at once can reduce service quality.

Guidelines for selecting the right channels:

• Identify where customers are most active (social media, chat, email, etc.).

• Ensure channels enable smooth interactions (e.g., real-time chat for urgent queries).

• **Prioritize channels where your team can provide high-quality, consistent support.

Businesses should focus on quality over quantity—providing exceptional service on select channels rather than mediocre support across many. 

4. Implement Self-Service, But Keep the Phone Lines Open

Self-service adoption is growing, but 49% of customers still prefer agent-assisted support over chatbots⁵. While self-service tools like FAQs, AI chatbots, and virtual assistants are valuable, companies must balance automation with human support.

Best approach:

• Enable self-service for common issues (e.g., password resets, FAQs).

• Ensure easy access to live agents for complex or high-priority issues.

• Use AI-powered chatbots to escalate complex issues to the right human agents.

As millennials and Gen Z increasingly embrace digital self-service, businesses must invest in both AI-driven automation and responsive human support.

5. Improve Response Times

Customers expect fast responses across all channels, but many companies fail to meet these expectations:

• 39% of customers expect a response on social media within 1 hour—yet most businesses take 5 hours⁶.

• 41% of customers expect email responses within 6 hours, but businesses often take 24 hours⁷.

• Only 12% of customer service teams prioritize response speed⁷.

How to enhance response times:

• Set clear SLAs (Service Level Agreements) for response times across channels.

• Use automation for quick responses to FAQs while ensuring human escalation for complex issues.

• Monitor response speed metrics and continuously optimize support workflows.

Fast, real-time responses can significantly reduce churn, enhance brand reputation, and boost customer loyalty.

Final Thoughts

According to Gartner, 85% of customer interactions will take place without human agents by 2020⁹. While AI-driven self-service is becoming standard, only companies that fully integrate omnichannel support will thrive in the long run.

By adopting a customer-first approach, smart channel selection, seamless self-service, and faster response times, businesses can deliver a truly unified customer experience and stay ahead in today’s competitive market.

References: 

1. https://www.aberdeen.com/cmo-essentials/multi-channel-vs-omni-channel-customer-experience-distinct-value-in-the-subtle-differences/

2. https://www.marketstar.com/growth-hub-resources/research/state-of-contact-centers-2019 

3. https://www.simplr.ai/learn/omnichannel-vs-multichannel-customer-support

4. file:///C:/Users/Madhuri%20Velegar/Downloads/947078.final_s_IEEE.pdf

5. https://get.niceincontact.com/Q318_NA_CX-Transformation-Study-Content-Thank-You.html

6. https://www.convinceandconvert.com/hug-your-haters/new-research-shows-how-fast-companies-have-to-be-in-social-media/

7. https://www.callcentrehelper.com/24-quick-fire-tips-to-improve-customer-satisfaction-38154.htm

8. https://d26a57ydsghvgx.cloudfront.net/content/blog/Forrester%20Trends%202016%20The%20Future%20of%20Customer%20Service.pdf

9. file:///C:/Users/Madhuri%20Velegar/Downloads/947078.final_s_IEEE.pdf