mastering omnichannel CX


A Success Guide

Mastering Omnichannel CX

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Chapter 2

What is digital omnichannel CX?

What is digital omnichannel?

Digital omnichannel breaks down the silos between digital communication touchpoints to form a unified view of the customer. This gives companies crystal-clear insight into their customers’ individual journeys and enables effective and cohesive engagement across all digital channels.

With digital omnichannel, agents can view every interaction that the customer has had with the company within one single console – whether through email, live chat, social media, or texting. This visibility allows businesses to create deeply personalized and consistent messages across all channels for a higher quality of service and an efficient, helpful experience. Organizations can also strategically automate and customize proactive outreach for better sales and service opportunities.

Not only does digital omnichannel enable complete centralization of customer communication, it also allows companies to create service level agreements (SLAs) and routing that are unique to each channel. Messages from different channels or from different customer profiles can be immediately prioritized to the agent based on time, importance, or other factors. Done right, it isn’t just your customers who benefit from digital omnichannel— your agents can do their jobs more effectively and your company can grow more easily thanks to better data collection processes and access.

What digital omnichannel CX is not

From the customer’s point of view, their communication with your organization isn’t segmented – they know what they’ve said to you on each channel. But as organizations offer more communication channels and there are more touchpoints in a customer’s journey, it can be very difficult to track and manage every communication in one place.

Digital omnichannel is not about making sure you’re on the latest channel like WhatsApp or Apple Business Chat. Instead, omnichannel represents a big-picture shift in how companies work and what customers want in today’s digital-first world. At its core, digital omnichannel is about how seamless experiences, not channels, are changing the entire service, support, marketing, and sales landscape, from the front desk to the backend.

A digital omnichannel solution is not a CRM or a phone system (more about how it works with these systems in Chapter 4). It is not focused on one digital channel. Instead, digital omnichannel offers one holistic customer view through data, reporting, and insights across digital channels. The result: improved customer service and greater agent efficiency tied together by a unified experience no matter the channel.

Examples of digital omnichannel in action

Without the context that digital omnichannel provides, it is hard for companies and agents to serve customers consistently. As a result, customer interactions can look like this:

Diana reaches out to a company via email about making a change to an existing order. When she doesn’t receive an immediate response, she writes a Facebook post on the company’s page in hopes of pushing the matter along more quickly. By the end of the day, agents have reached back out to Diana on both platforms, each giving her potentially different responses about what can be done to help her.

Diana, who had been hovering over a product page thinking about making a second purchase, closes the window in frustration because the unresolved issue and conflicting responses left her concerned about buying from the company again.

For customers, such an experience is incredibly aggravating. This is as much true for present interactions as it is for past interactions, such as when an agent doesn’t have the history of a conversation that happened a few weeks ago because it was on a different channel. With digital omnichannel, agents can merge concurrent cases into one “ticket” so that the full story is preserved and the customer gets the answer they seek.

Here’s how this interaction might have looked with digital omnichannel:

Diana reaches out to a company via email about making a change to an existing order. When she doesn’t receive an immediate response, she writes a Facebook post on the company’s page in hopes of pushing the matter along more quickly.

The agent who is assigned Dianna’s query can see her entire cross-channel communication history. With this instantaneous singular view, the agent follows up with Diana through email – her primary channel – and acknowledges that she reached out about the same issue on Facebook as well. She assists Diana with any necessary changes to her order and asks her if she needs any assistance regarding any other products, such as the one that she had been hovering on. She assists Diana through the purchasing process and Diana feels so satisfied with her service, she tells five friends.

When coupled with information such as web activity data and transaction history, digital omnichannel can also be used as a powerful sales tool. This data can be readily available when your customer engagement platform is integrated with your CRM, marketing automation, accounting, or shipping system. With the context they need to help customers at any stage in their digital journey, companies can make smarter, proactive connections and close more business.

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