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: