Innovation is like a meteor storm. Its impact is so widespread that it continues to affect different industries. It has opened a lot of doors for them and deeply impacted on how they think and do. In the past, people needed to visit the stores to share their feedback. But now, digital technology has provided platforms for interaction. With a click of a button, you're already speaking with an agent.
The convenience of customers has become a priority. Completely overpassing big sales, low prices and best products, customer experience is now the biggest factor to have loyal customers. A study released by cloud contact center vendor Five9 proved that customer service is the top factor for customers to know which company a customer will do business with.
The Five9 study also highlighted Omni-channel customer experience as an important factor. To give a brief definition, omni channel is different from multi-channel. Multi-channel is when a customer can freely choose a communication platform to interact with the business. However, when a customer transfers to a new platform, they will need to retell the situation. On the other hand, omni channel also offers a wide selection of platforms but the customer information and situation is transferred automatically whenever a customer switches platforms. This not only saves time for customers but also lowering the frustration of repeating every step whenever transferring to a new platform.
Another study, this time by Aspect Software, said businesses that adopted omni channel strategies experienced 91 per cent greater year-over-year customer retention rates than businesses who didn't.
Experts also gave the nod of approval on omni channel as a necessity through an interview with Nicholas Mitchell of MyCustomer.
"We must offer a multi-channel strategy that allows customers to use the channel of their choice. Multichannel is an operational view - how you allow the customer to complete transactions in each channel. Omni channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated and consistent. Omni channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex “hand-offs” between channels must be fluid for the customer. Simply put, Omni channel is Multichannel done right!" - John Bowden, Senior Vice President of Customer Care, Time Warner Cable
"An omni channel experience is the expectation nowadays – the closer you can get to it the better. Consumers benefit when they are well connected to the product or service. So the challenge in the industry is to track and tailor across all the channels for the best experience – retail, web, mobile, text, phone – the good ones get this notion and do it well." - John Casaretto, Contributing Editor, SiliconANGLE
"Omni channel means supporting all channels and having a holistic view of the customer regardless of communication method. This is vital as customers are increasingly dictating how they want to be engaged and serviced. Unlike multichannel, omni channel interactions are not siloed but integrated providing for richer customer experiences that are connected (digital), continuous (consistent across devices, channels, and time) and contextual (relevant) no matter how many times a customer may transition from one channel to another for one task or during an entire journey." - Daniel Hong, Senior Director of Product Marketing, 7
Since customer experience has become the top factor that influence a customer's choice on which business to interact with, companies should start adopting technologies that can deliver a better, seamless experience. Omni channel has proved to be a necessity for businesses since this provides the convenience and experience customers wanted, especially now that 35 per cent of customers want to communicate with the same agent on any platform, according to a Zendesk study.
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