It wasn’t too long ago when companies held all the power in their business transactions with customers. Individuals or organizations which needed help with a product or service were at the mercy of whatever customer support solutions were made available to them. In most cases, the only way to get assistance was via phone, at specific dates and times. Even then, one had no idea how long one had to wait in the queue to speak to an actual human.
However, times have changed. Companies have come to realize that now, more than ever, customers have many options at their disposal to get what they want. Now, customers have all the power and companies are scrambling to find ways to keep them happy.
Since products and services are bound to have associated queries or issues, we need customer service. Fortunately, companies have stepped up their service offerings with multichannel contact centers, which offer customers multiple ways to reach someone who can help. However, as laudable as this is, the result can often still be a disjointed, unsatisfactory experience.
Rise of the Omnichannel
The problem with multichannel offerings is that a customer’s conversation often comes to a dead end after a particular channel is used. If the customer makes a second contact at a future date on a separate channel, any information and progress from the previous conversation are lost. This, of course, is a source of frustration and time lost to the customer, who may decide that the product or service in question is no longer worth the trouble.
Savvy businesses now make use of the new customer service paradigm: omnichannel contact centers. The previous “multi” (meaning “many”) has given way to “omni” (meaning “all”). Omnichannel refers to the practice of integrating all channels in such a way that there is a continuum in terms of customer contact. A conversation that begins on Twitter can continue in voice and conclude via an email, with the pertinent data being used to build on each conversation, as opposed to being lost between channels.
In this way, customers feel that their needs are being taken seriously by a company that knows and cares about them. In turn, this makes the customer feel that they can put their trust in the company and remain with them, rather than taking their business elsewhere.
Omnibenefits
With advances in technology, it’s inevitable that newer and more innovative channels of communication will come up. Companies will need to keep up with new messaging trends and offer these channels to existing and potential customers.
By integrating disparate channels, organizations have found that it’s easier to track the data gathered and create customer profiles that will help offer tailor-made solutions. A customized experience can do wonders to maintain loyalty.
In fact, many customers these days prefer a self-service approach, as it means they can progress at their own pace. This can mean interacting with an online community, with chatbots or via mobile. They use the platforms that they prefer and experience the same level of interaction across channels.
It seems obvious in retrospect. A single, continued conversation is more valuable than multiple conversations that must start from the beginning each time. Your customers deserve your attention and will reward your consideration with their continued loyalty.
