mastering omnichannel CX


A Success Guide

Mastering Omnichannel CX

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Chapter 3

Is digital omnichannel right for your organization?

In this section we’ll help you determine if omnichannel makes sense for you and your customers.

Define your goals

Just because omnichannel is an emerging trend in CX doesn’t necessarily mean it’s right for your company. Whether your organization should adopt digital omnichannel depends on how it aligns with your corporate goals. This includes how it fits within your vision for your business, profitability objectives, customer service objectives, employee retention, operational efficiency, and growth.

Consider your overall business goals and how they relate to your specific sales and customer service objectives. For example, your sales goal is likely a dollar value, but to get there you might be aiming to reduce shopping cart abandonment, increase the number of demo requests, or grow your average invoice value.

Make a list of ‘leading indicators’ or proof points of a successful program, then note what your current metrics for each of them are. These will act as your baseline. After implementing a new CX program, measure them again and see if there’s been any improvement.

Here are examples of sales and marketing goals and customer service goals that might be part of your broader business goals.

Revenue or Assets Under Managements (AUM): What revenue or assets under management have you sourced from digital interactions? This is often the ultimate test of whether a program is showing ROI. If you break this value out by channel, does one channel seem to produce more pipeline than another? A digital omnichannel platform will reveal more than just the original source of that customer who contributed to revenue or AUM.

Share of Wallet: How much money is each customer spending with you compared to everything else they spend on? Would this customer buy more products or services, be interested in a different product or service, or have some other untapped value? Digital omnichannel can help you get a full picture of your customer to know if they are interested in something else you offer and if you can make more money from them.

Pipeline: How many new opportunities have you created through digital engagements and what are the value of those opportunities? Again, look at the customer engagements across all channels, not just the channel that the customer initially came in on or finally made the purchase through.

Conversational Conversions: Can your business make sales, open accounts, or offer an upsell opportunity to your customers via secure online correspondence? If so, what’s your conversation or chat conversion rate? Are your channels easy enough to use to inspire consistent conversion? Remember, one study found that e-commerce customers who were given digital omnichannel experiences spent 10% more on average than in-store.

Marketing Qualified Leads (MQLs): How many MQLs do you generate? How many of those have converted to Sales Accepted or Qualified Leads or Opportunities (SAL, SQL, SQO)? A digital omnichannel platform can help elaborate on your multi-touch attribution reporting and influence your buyer’s journey mapping.

Customer Satisfaction (CSAT): Consider your current standing with customer satisfaction. What is your average rating, and where do you want it to be?

Customer Churn Rate: What percentage of your customers in a given time period leave to go to a competitor or simply never buy from you again? Remember, one study showed that companies with strong digital omnichannel strategies retain 56% more customers than those without them.

Customer Effort Score (CES): How are your customers self-rating the amount of effort they have to go through to accomplish their goals and/or get a satisfactory response?

First Contact Resolution (FCR): Do customers get their problem solved the first time or do they have to get in touch again? And again?

Average Handle Time (AHT): How long do your agents spend on one issue before it is resolved? Are your current distinct AHT goals being met on each channel?

Chatbot success rate: What percentage of queries are your bots currently able to resolve without an agent stepping in?

Net Promoter Score (NPS): How willing are your customers to recommend your brand to friends or colleagues?

Agent Churn or Turnover Rate: How do the number of agents that leave your organization compare to the number that you hire?

Agent Morale: How do your agents rate their personal satisfaction? Does your team have good morale, or are they low-energy? Where do you want that morale to be?

Maintaining a central data repository through digital omnichannel will help you measure your performance on these metrics as a whole, rather than having to pull reporting for each channel individually.

Consider how your company is currently performing with the metrics listed above (and any other that might be pertinent to your organization). Which areas do you currently need to improve on? Consider what role, if any, digital omnichannel can play in helping you achieve the objectives and key results (OKRs) that your organization requires. Ask yourself where you want to be in three months, one year, and five years. Does this align with the vision and reality of digital omnichannel?

Pro Tip

Having S.M.A.R.T. goals that are Specific, Measurable, Attainable, Realistic, and Timebound will help you see the most success when incorporating digital omnichannel into your overall business strategy.

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