Today’s customer interacts with a business through a variety of different means. Indeed, between 2012 and 2017, companies doubled the number of channels they used to communicate with customers as they sought to find new ways to improve the customer experience.
But just because a company provides support over many different channels, that doesn’t mean that the customer experience is vastly enhanced. And, as the world and technology change, so too do our customers’ expectations. People no longer expect a segmented approach to customer support. Instead, they want a consistent, holistic, omnichannel experience.
What is the omnichannel experience?
The omnichannel experience creates an integrated and cohesive customer encounter with a business – no matter how or where that customer reaches out. So, omnichannel companies provide a consistent customer experience across all channels – regardless of whether they were contacted via a website, on social media, by telephone, or any other channel.
Why omnichannel matters
- It is extremely frustrating for any customer who uses multiple channels to contact a business, who then finds that they have to repeat themselves each time. In fact, 89% of consumers experience frustration at having to repeat their questions to multiple customer service reps
- Customers now expect you to offer omnichannel support. When asked, 63% of respondents said that they expected to have a choice of support channels, and 50% expected customer service staff to have access to previous interactions with the company
- The data gained from providing omnichannel support can help you to discover insights and that lead to efficiencies, improved productivity and increased satisfaction levels
- Companies who offer omnichannel support outperform those who either stick to a limited number of channels or operate multiple channels in silos. This is because, with a segmented approach, customers spend more time waiting for responses, and their issues take longer to resolve
- Companies that provide a consistent service quality across multiple channels retain 89% of their customers, whereas companies that do not provide a consistent quality are only able to retain 33%
How to provide a seamless customer omnichannel experience
Omnichannel support helps you to provide a seamless customer experience. But to ensure your team is able to reference each customer’s history each time they are in contact with you, you’ll need a strategy. To create this you should:
- Establish every touchpoint your customers have with your business
- Establish how consistent you are in meeting your customer service standards across each platform
- Look at what you need to provide a simple, enjoyable and consistent experience
- Identify ways you can introduce automation to reduce the number of contacts that require a human touch
- Introduce clear policies, rules, and mechanisms to ensure consistency during every interaction your business has with a customer
- Look at how service management technology can be used to help you to standardise your processes.
Today’s tech-savvy customers expect seamless interactions, regardless of the channels or devices they choose. As a result, omnichannel customer service is now a must-have for forward-thinking businesses.
For more information on how our service management software can help you, contact us today for an informal chat.
 Aberdeen Group
 Aberdeen Group