mastering omnichannel CX


A Success Guide

Mastering Omnichannel CX

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Chapter 6

Choose an omnichannel customer support vendor

When choosing an omnichannel vendor, create a list of evaluation criteria so you can compare platforms and pick the best one for your business. We’ll get you started. The ideal digital omnichannel customer engagement platform will:

  • Provide an omnichannel view of the customer. At its core, your digital customer engagement solution should provide you with a single view of customer engagement or interaction history and customer data across all relevant
  • Accommodate your most valuable digital If your go-to service channel is live chat or your main sales tool is LinkedIn messaging, the customer engagement platform you choose should incorporate those channels.
  • Include audio and video chat. We’ve all been there when you’re messaging back and forth with someone and you think – “Wouldn’t this be so much easier on a call?” Good customer engagement platforms will allow your agents to switch from live chat to a video or voice call (and your customers should be able to request this) even if it is only made available to select customers like VIPs (More in Chapter 8.3). It will greatly improve your FCR rates and handle times.
  • Offer co-browsing. Another way to help FCR and handle times is to allow your agents, with the customer’s permission, to see what the customer is seeing on their screen and interact with their web browser so they can walk them step-by-step through an issue resolution. This intimate, one-on-one approach also makes the customer feel like a
  • Create and bundle tickets across channels. If a customer reaches out on Facebook Messenger, you will need to assign this to an agent just as you would if they had reached out by email. If the customer reaches out on both channels about the same issue, you should be able to bundle them together as one ticket to improve efficiency and provide the customer with a cohesive
  • Include a Knowledge Base. An external-facing knowledge base will help your customers find answers to their frequently asked questions, while an internal-facing KB can help train your agents, provide canned messages for your agents to pull from, and fuel your chatbot responses.
  • Deploy chatbots on all digital Chatbots have proven their value by handling 68% of chats on live chat and earning a higher CSAT than agent-only chat interactions. Why not apply this proven technology across other channels like SMS texting and social messaging?
  • Enable custom routing. Depending on what’s best for your organization, custom routing can be programmed based on region, customer status, agent experience and/or skillset, or more, to help your agents be more (More in Chapter 8)
  • Leverage agent-facing Artificial intelligence isn’t just for chatbots. Advanced customer engagement platforms use Natural Language Processing (NLP) to read what the customer is typing in real-time and recommend a response to your agents, whether it be from canned messages, internal or external KBs, or programmed chatbot responses. This AI application greatly reduces or even eliminates the time it takes your agents to search for answers and then type them out. It also increases concurrency and frees up their time to spend on conversations that require more personal attention.
  • Include robust reporting. Without comprehensive reporting capabilities, it is very difficult to prove that your customer engagement platform is helping you achieve the metrics on page This will help you tie omnichannel strategy, efforts, and results back to corporate goals.
  • Integrate with your CRM and other core systems. While it would be ideal for every part of your tech stack to “talk to each other” directly, not every system can easily integrate with others. Most tools can, however, integrate with popular CRM platforms such as Salesforce or Microsoft Dynamics, turning your CRM into a true knowledge When done right, CRM integration should be all your customer engagement platform needs.
  • Easy to use: To reduce training time and time to ROI, the platform’s interface should be easy and intuitive for both your customers and your agents to
  • Fast to deploy: If deployment is too long and drawn out, it’s a waste of your and your team’s time and resources.
  • Ready out-of-the-box: Customizations can make the difference between a good and great customer engagement solution for your business, but too many customizations can result in delays and a clunky interface. Ideally, the core features you need will already be
  • Supported by training and documentation: When the vendor can provide training sessions and documentation, your agents will be onboarded faster, there will be less disruption to various business functions, and it will set you up for omnichannel
  • Proven successful: Check case studies, references, and reliable vendor evaluation sites for ratings and reviews to see how the platform has worked for others, ideally in a business similar to yours.

Pro Tip

Phone use for customer service has steadily decreased over the past six years, and Forrester predicts that it will dip even further as customers increasingly adopt digital channels like web chat. By ensuring that your digital omnichannel solution prioritizes and incentivizes adoption of your digital channels, you will not only be on the way to reducing your costs but also setting yourself up for a more successful digital omnichannel deployment.

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