Digital omnichannel is quickly proving its value for genuine customer engagement for organizations of every size, in every vertical.
What is digital omnichannel customer engagement?
While you know the benefits of digital omnichannel customer engagement, chances are there are some people inside your organization who may not be fully on board yet. We can help you change that. Based on our experience from building and deploying digital omnichannel platforms, we’ve identified the top 5 roles most impacted by this technology, what matters to them, and how digital omnichannel customer engagement will help them achieve their unique goals.
With this guide in hand, you’ll be landing approval in no time.
What matters to them
The Head of IT ensures that technology projects will help achieve the organization’s goals with the most streamlined and secure tech stack needed to get the job done. Their primary focus will be on making sure that each piece of technology in your stack meets the technical requirements of project, can ‘talk to each other’, and adheres to all relevant data privacy and security requirements.
1. One secure platform for several applications
Connect all your communication channels into one console, streamlining your tech stack and requiring fewer vendors, less setup and maintenance, and reduced cost. And the best platforms with have the tightest access-level security for agents, including SSO, IP restriction, and complex password policy enforcement.
2. Flexible integrations
A good digital omnichannel platform will integrate easily with key existing systems to become part of a larger customer experience technology ecosystem. This includes CRM, eCommerce platforms, and other relevant platforms in your unique ecosystem. A flexible API and off-the-shelf integrations should be table stakes.
3. Centralized data
A good digital omnichannel platform will thread together a contact’s complete conversation history across all channels and incorporate data from the CRM to provide a 360-degree view of the issue and individual. It won’t require custom configuration to get all the customer data in one place.
4. Data securitya
With many integrations and connected channels, data security and privacy are key. The best omnichannel platforms will comply with the highest global standards including SOC 2 Type II, HIPAA, GDPR, CCPA, ISO 27001, and PCI DSS certifications.
5. Technology mobility
Agents can access a cloud-based omnichannel platform on any device, via desktop, browser or mobile app, enabling them to work remotely 24/7 without any special set-up needed by the IT department.
6. Technology mobility
A cloud-based platform enables organizations to efficiently and quickly scale their operations up, or down, as business demand fluctuates. A good digital engagement platform will be able to support team sizes from one to 10,000, no matter where agents are located.
What matters to them
Today’s Head of Contact Center is always on the lookout for ways to improve operations through greater agent productivity and satisfaction, improved customer experiences, and smoother operations.
1. Agent experience
It’s incredibly inefficient and frustrating for agents to have to jump between applications to respond to queries on different channels. Omnichannel platforms connect every digital channel within one console – meaning smoother operations, greater productivity, and happier agents.
2. Clear prioritization
It can often be difficult for agents to know how to prioritize customer communications or know what the Service Level Agreements (SLAs) are. A good omnichannel platform allows you to create and enforce SLAs by channel, customer status, and more, so your agents can easily see where they should focus their efforts.
3. Channel agnosticism
Often a customer will engage on a channel that isn’t ideal for their issue, whether because of topic or urgency. When this happens, the agent can proactively reach out to them on a more appropriate channel – always with the customer’s prior consent, of course.
4. Greater productivity
With every conversation threaded together and clearly displayed within one interface, the agent can more quickly understand the issue and resolve the problem. Combine this with canned messages and intelligent automated recommendations, and your agent productivity will soar. They can also handle several conversations simultaneously, rather than one at a time on the phone.
5. Capacity management
By increasing the number of channels you’re available on, you can spread inquiries across channels so no team is overwhelmed and wait times and queue lengths stay low.
6. Flexible staffing
If some agents are better at long-form communication like email, and others at short-form like SMS, you can create routing rules so that these agents only receive queries from these channels. Alternately, all agents can handle all channels, and equipped with real-time language translation for over 100 languages, you will never be short-staffed in one area again.
What matters to them
Excellent service and support can turn frustrated, at-risk customers into happy and loyal brand advocates. Your Head of Support is always looking for effective ways to improve service quality and make support easier, faster, and more accessible – for both agent and customer.
1. First Contact Resolution (FCR)
Resolving a customer’s issue within the first interaction is highly indicative of good customer support, high customer satisfaction, and agent efficiency. Omnichannel engagement platforms can offer co-browsing, audio and video chat, and file sharing to give agents different ways to resolve issues and keep your FCR high.
2. Highly personalized
Include key CRM data, purchase history, and website navigation alongside conversation history to provide agents with a complete customer profile. With this information at their fingertips, agents can provide extremely personalized support to every customer.
3. Reduced wait times
75% of customers complain that it takes too long to reach an agent. The nature of live chat, social media and SMS allows your agents to respond quickly and without having to jump between applications. They can also handle several conversations simultaneously.
4. Reduced repetition
No customer likes to be passed from one agent to another, repeating their issue over and over. With digital omnichannel, the agent has a 360-degree view of the customer’s issue including all prior conversation history, so the customer never has to repeat themselves unless it’s to verify their identity in a new session.
5. VIP treatment
For some organizations, not all customers are equal. Some customers will need extra attention, perhaps because they’re high value, or they’re troublemakers. When they reach out they can be automatically routed to the most suitable agent to make sure they receive appropriate treatment.
6. More privacy
Many customers feel uncomfortable speaking over the phone, especially if the topic is sensitive or private, such as sharing credit card numbers or personal health information. Let them speak to you on the digital channel they feel most comfortable on, with the added assurance of the highest standards of security and privacy.
What matters to them
The Head of Marketing and Sales wants to build the brand, attract and capture leads, fill the pipeline, and most of all, drive revenue. They may also own the post-sale customer experience. A team equipped with the right tools and data to engage with their audience is the key to success.
1. Bolster the brand
Customer service is key to any brand experience and helps you stand out from the competition. Digital omnichannel allows your customers to easily connect with you on their preferred channel, and swap between channels whenever they want with no disruption. Automation tools including canned messages and self-service tools including chatbots and knowledge bases ensure that your customers receive consistent messaging that supports your brand.
2. Support conversion
Live chat on landing pages will drive conversions, especially through customized proactive chat invitations (manual or automated). Agents can answer questions about your products and services, help navigate pricing questions, encourage demo requests or trials, and help preserve or even increase shopping cart value.
3. Improve account-based marketing
Marketers can enhance their ABM strategy by identifying qualified accounts and visitors across channels and routing them to a specific agent or even their Account Manager. They can also proactively reach out to them whenever they visit your site.
4. Encourage loyalty
95% of customers say customer support is important to their loyalty to a brand. With a 360-degree view of each customer and their queries across channels, agents can provide personalized responses and make them feel like a valued customer, helping to foster loyalty, brand advocacy and reducing churn.
5. Inform the sales team
75% of consumers hate repeating themselves to customer service. If the prospect has already explained their situation to an agent, give Sales access to the customer engagement platform or sync this information to your CRM so the sales representative idoesn’t have to enter a conversation cold.
6. Prioritize high value customers
Every business has high value customers that they depend on. When they reach out to you, tags can alert agents to their presence, ensuring they respond quickly and even routing them to the agent who can provide them with the white glove treatment they deserve.
What matters to them
The Head of Finance is tasked with making sure that the company is in good financial health and getting the most bang for the company’s buck on everything – whether that be people, services, or technology. Proving return on investment (ROI) on any new investment is nonnegotiable.
1. Calculate channel ROI
By collecting data from each communication channel and funneling it into one platform, you can easily compare channel performance including conversion reporting to calculate the ROI of each channel and what they contribute to revenue.
2. Cloud-based savings
With a cloud-based omnichannel platform you don’t need to invest in the purchase or maintenance of equipment, significantly reducing both capital and operating expenses. And because downtime is so rare in cloud systems, you won’t have to spend time and money fixing these potential issues.
3. Improved productivity
While each agent can only handle one phone call at a time, they can handle multiple digital conversations at once. What’s more, with every conversation threaded together across channels and displayed within one interface, the agent can handle more engagements more quickly.
4. Scale without hiring
Greater agent productivity on digital channels means that your existing team will be able to handle a much higher volume of conversations as you grow. Add a chatbot to manage the front lines so your agents can focus on the more complex inquiries.
5. Customer retention
Channel choice and flexibility is incredibly important to customers, and can add up to customers leaving altogether. A unified customer engagement platform can bring in new business, upsell existing customers and keep otherwise angry customers happy – ultimately keeping cashflow strong.
6. Full transactional visibility
Thanks to the interconnectivity of digital omnichannel, all transactions are logged straight in your CRM and/or ERP systems regardless of channel, providing full visibility into customer transactions that occurred through digital channels and eliminating human error during data entry.