mastering omnichannel CX

eBook

Mastering Omnichannel CX

A Success Guide

Mastering Omnichannel CX

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Introduction

Companies with strong omnichannel strategies retain 56% more customers and convert at least 10% higher than those without them. Omnichannel is a dominant theme in customer experience (CX) right now and with business impact like that, it will be here to stay.

You customers don’t think about “channels” when reaching out to you; they simply look for the most convenient way to connect in that moment. They expect personalized engagement every time – but this is nearly impossible without a full understanding of who they are and what previous interactions they have had with you. Customers want to switch between live chat and email without having to repeat themselves; according to a survey conducted by UBM, 75 percent of participants cited having to repeat themselves as their biggest issue when communicating with a brand. Customers also want consistency – to be attended to with the same level of quality service, no matter how they engage with you or what they are looking to accomplish. Most brands are struggling to deliver this.

As more digital channels like email, live chat, social messaging, and SMS texting get added to CX offerings, it gets harder to manage them all in one place and maintain a complete view of the customer. This inhibits effective personalization and results in inconsistencies and frustration. Some brands are failing to offer popular digital channels entirely, overcome by the fear of change; others think they’re giving the customers what they want but are falling short. For example, 60 percent of companies think they’re providing a good mobile experience, but only 22 percent of consumers agree.

The end result? A widening disconnect between what customers want and expect and what companies are delivering, and a severe hit to customer experience. This is directly stunting companies’ growth and their competitive edge. According to IDC, 85 percent of enterprise decision-makers say they have a time frame of two years to make significant inroads into digital transformation or they will fall behind their competitors and suffer financially. This was published in May 2019, which means time is running out.

The solution to this pressing challenge? Digital omnichannel customer service. Digital omnichannel switches the focus from the channels to the customer by centralizing communication and preserving history. This allows for seamless interactions with customers across channels while also making internal processes more effective. Companies with extremely strong omnichannel customer engagement retain on average 89 percent of their customers, compared to 33 percent for companies with weak omnichannel customer engagement.

Still, like any digital transformation initiative, you need to know if omnichannel is the right solution for remedying your organization’s pain-points and reaching your goals. This eBook will explain what omnichannel customer service is, whether it’s right for your business, and if so, how to make it successful so you can become one of the organizations that are winning with omnichannel.