mastering omnichannel CX


A Success Guide

Mastering Omnichannel CX

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Chapter 5

Evaluate your digital customer journey & tech stack

1. Evaluate your digital customer journey

To know if your digital investments will improve the customer experience, you must understand how different devices, touchpoints, and interactions play into the customer journey.

Each channel you add means a new source of customer data, which when collected in a single digital omnichannel system can help you with customer journey mapping. Remember that channels shouldn’t be added just for the sake of it—digital touchpoints should reflect a larger strategy to move your customers effortlessly through their journey while meeting your company’s customer service and sales goals.

Eighty percent of senior-ranking marketers agree that a cohesive customer journey is critical for success, according to Salesforce. To evaluate the effectiveness of your customer journey, start by evaluating the health of your digital sales funnel. This funnel reflects which digital touchpoints your customers use in the early stages of their journey, and how each channel moves them to their next interaction and ultimately towards purchase. (We talked about this above when evaluating how digital omnichannel could affect your MQLs and other funnel metrics.)


How easily are prospective customers moving through your content? Are they meeting the milestones necessary to convert from leads into buyers? What could be improved to help them reach these milestones? Can they access clear resources or self-service options if they have purchasing doubts? Can customers easily contact your organization if they still need help? Is there a chatbot available to answer common queries across channels in case an agent isn’t available?

Platforms like Google Analytics can show you where buyers are dropping out of the customer journey on a regular basis. Based on these insights, you can strengthen your digital touchpoints to improve your click-through rate, increase sign-ups, remedy shopping cart abandonment, gain more feedback, and achieve your sales and customer service goals.

For example, you might find that customers get through to the page where they need to provide their shipping address and then they leave. Try a proactive chat here to offer assistance if they need it. It could be that they are just confused about the difference between billing and shipping addresses.

Pro Tip

Your most effective digital touchpoints will vary based on who you are serving, and what stage of the buying process they are at. For example, B2B customers conduct research on social channels like LinkedIn and Twitter, but typically don’t reach out to companies on these channels. For customer support, they prefer traditional channels such as live chat or email, where they expect a response in 1 to 24 hours.

A digital omnichannel platform will help you prioritize and respond to these messages quickly and effectively. B2C customers, on the other hand, prefer live chat, texting, and social media communication for customer support. They often want and expect a faster response and will use the channels that are known for speed and convenience to get it.

2. Evaluate your current tech stack

Examining your tech stack will help you determine what you need to succeed with digital omnichannel.

Consider which technologies you currently have in place to achieve your customer service and sales goals and how well they are performing. If you are starting from scratch, consider the building blocks that you need. A CRM and an omnichannel customer engagement platform are enough for most businesses to get started. If you are looking to improve your existing tech stack, remember that consolidation is key. If you use five different types of software to connect agents with customers, you are at risk of not only having siloed experiences but also a reporting nightmare.

Here are some solutions to consider and how they fit in with digital omnichannel:

Customer Relationship Management (CRM): Your CRM is the lifeblood of customer engagement, whether it be customer service or sales. This technology houses all the data points you have gathered about your customers in one place, whether it’s a list of which products they’ve bought or their date of birth.

Integrating a CRM into your digital omnichannel engagement platform can ensure your customers’ engagements across channels are all documented in one place. It can also allow you to route the customer to the correct department or agent while providing your agents with a full view of the customer from within the agent console, providing important context to help resolve issues and create upsell opportunities.

Marketing Automation Systems (MAS): This is how you’re tracking and automating all prospect and customer marketing touchpoints. This is usually integrated with your CRM to provide a full customer view and history. When a digital omnichannel engagement platform is added, it sheds more light on the entire buyer journey and enables richer multi-touch attribution.

Telephony Systems: Most contact centers use some form of telephony system to manage, record, quality assure, and rate their phone interactions with customers. Ideally, key information from these systems such as a call transcript or the agent’s call notes will be added to your CRM via integration, and then accessed in your digital customer engagement platform’s agent console. Because phone relies on voice, it is differentiated from text-led digital channels and carries its own SLAs.

Knowledge Base (KB): While some companies simply have an FAQ page on their website, others use a more robust knowledge base to offer richer information resources. A good digital omnichannel platform will include a built-in KB that serves your customers and your agents – the latter using the KB’s formatted responses to handle a wide range of questions. The net effect: improved agent efficiency, reduced average chat lengths, shorter wait times, and happier customers. Your KB can also serve as the knowledge foundation for your training your chatbot.

Ticketing: Some customer service and support teams use a solution that automatically converts inbound emails to tickets, a more organized and transparent method of receiving and resolving more complex customer queries. A good digital omnichannel solution will enable you to create tickets regardless of channel – live chat, social messaging, email, or SMS – and to bundle messages from the same customer on the same topic across multiple channels as one “conversation”. Warning: this capability paired with smart routing rules might make your legacy ticketing system redundant.

Social Messaging: Depending on your business, social media posts and messages might be handled by the Marketing or the Customer Service departments. A digital omnichannel platform isn’t going to schedule images, captions, and links to automatically post to your social media accounts at a specified time, but it can take inbound messages and route them to the correct department – whether it’s a support inquiry or a PR issue. It can also schedule outbound messages from your team to individuals who’ve already reached out to you – perhaps with a reminder or an update on their inquiry.

Pro Tip

When evaluating your current tech stack, remember to consider how well your software plays together. If your CRM and customer engagement platform don’t have a symbiotic relationship, you won’t be able to deliver on your customer’s omnichannel expectations.

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