One of the most telling statistics from the 2013 Aberdeen Research study, “Omni-Channel Customer Care: Empowered Customers Demand a Seamless Experience,” is that 99 percent of companies rely on a minimum of two channels to manage customer relationships.
A step beyond multichannel management
More recently, Aberdeen has returned to the topic with another study, “Omni-Channel Contact Center: The Smarter Way to Engage Customers.” In this piece, they outline the differences between a multichannel and omnichannel approach to managing customer interactions with contact center agents. The two terms share many similarities: both address the need to communicate with customers via phone, social networks, Web applications, mobile devices and email, building a consistent and personalized experience for each person. However the main point of departure is in the fact that omnichannel contact centers also consider the kind of device customers use to connect, including desktops, laptops, smartphones, tablets and in-store technology.
The fact is that today’s customer uses upwards of nine different channels to communicate with companies for resolving issues, seeking information and other reasons. Contact centers need to be equipped with the right strategies and technologies to ensure they’re able to meet the demands of an omnichannel world or else risk wasting financial resources.
Make dollars and sense
Compared to contact centers that haven’t integrated multichannel strategies, omnichannel workflows help to drive 15 percent year-over-year revenue growth, or roughly double that of single-channel organizations, Aberdeen explained. What’s more, omnichannel contact centers experience customer retention rates that are 41 percent higher than businesses implementing a multichannel setup. Meanwhile, first contact resolution rates are twice as high when comparing these two lifecycle management structures. In short, omnichannel contact centers are more profitable and keep customers happier than other service strategies.
But it’s not all wine and roses. As an article from Integrated Solutions for Retailers suggested, these channels are rarely integrated to the extent that allows each individual customer to have a seamless omnichannel experience. Customer data isn’t connected. There are unique systems for handling email, live chat reps and contact center agents, but rarely are all the pieces put together. Contact centers have to develop strategies that provide a holistic view of each customer that keeps channel and device in mind.
Avoid connectivity issues
Companies must be equipped to manage unstructured data that goes through siloed workflows in order to give customers the experiences they want and deserve. Whitepages Pro’s approach to identity data management breaks down the barriers that prevent companies from achieving an omnichannel workflow. Our data helps companies of all sizes build more robust customer relationship management systems and gives each person responsible for managing the customer lifecycle the insight they need to get the experiences right. With Pro, your contact center agents will recognize previous issues before answering the phone, write back in live chat and start the conversation right.
Armed with our caller ID solutions, contact center agents can effectively employ contextual routing, connecting callers with the appropriate company expert based on the issue, channel, past interactions and any insight gleaned from social listening. More importantly, this needs to happen as quickly and efficiently as possible, which can be done using our powerful API to automate caller identification and connect the dots with all information held in a CRM or internal database.