The way that companies handle customer service has changed dramatically in recent years. More than a decade ago, there were only two ways to contact a company – by phone or by fax.
Whether chatting, SMS or social networks… nowadays the channels available for customer service are increasing. But is it really necessary for your brand to use them all? In short, the answer is yes. Not only do customers have their favorite channels, but they also expect you to consistently provide the best possible service on these channels. According to studies, companies that adopt an omni-channel strategy, achieve customer retention rates of over 91% year-over-year, compared to companies that do not adopt it. A consistent service quality across multiple channels will significantly impact company revenue. And this is why more companies are investing in omni-channel customer service!
Omni-channel customer service integrates text, social, email and instant messaging to provide a unified brand experience so that customer can switch between multiple channels yet still experience quality of service. Also, gives you the opportunity to serve your clients in a variety of ways that are not only convenient and effective, but boost your brand’s image and credibility.
Do you want to know the reasons why your customers want you to offer them high-quality omni-channel experiences? Keep reading!
If your brand can’t provide 24-hour service on all channels, then an omni-channel strategy is required. On channels that can’t offer a permanent service, be sure to indicate the hours of operation and how the customer can contact you through the different channels. Customers should always know how to communicate with you, even if your brand may not be available at all times.
A service offer spread over many channels can be a waste of time for your customers. For this reason, it is essential to optimize each channel and to make them converge. For example, if a customer makes the first contact on social networks, but needs to explain his case in more detail, an agent can suggest a telephone discussion. An optimized experience means that the agent responds quickly to the social message and reminds the customer just as quickly, remembering to leave their name and extension number in case the call is interrupted. By providing timely service on both channels and leaving the customer with accurate contact information, the customer is offered a quick and personalized response that meets their needs.
It is important to remember that not all customers are comfortable on all channels. That’s why it’s essential to give them the choice. For example, one customer may prefer social networks, while another might consider the phone as the best way to receive personalized support. In addition, mobile customers prefer easy-to-use channels on the move.
Customers nowadays like to associate their digital shopping experiences with those in store. For example, a customer who ordered an online product will want to remove it in-store, while another will go to the store to learn more about products available only online. According to a study, 50% of consumers want to be able to buy an item online and remove it in-store. In addition, 45% of them expect sellers to be well informed about the products available only online. It is therefore imperative to establish a seamless link between digital and in-store experiences.
When your brand determines a customer’s channel of choice, remember that it’s often the best channel to contact. In general, it is important to track problems on the initial contact channel. However, your brand can go a step further and send periodic surveys and commercial offers on these channels. Customers are more likely to be interested, and they will appreciate that your company has taken the trouble to identify their preferences.
In our modern world, customers are faced with many choices and may feel overwhelmed. By constantly offering optimized omni-channel experiences, your brand can help them save time effortlessly and make the purchases they truly want.
Adopting an omni-channel solution allows your business the agility it needs to handle, and meet, changing customer expectations. With a single solution, you can make changes without disrupting workflows, or the customer experience. In the end, that’s what it’s all about. An omni-channel customer experience is an easy one, removing obstacles for the customer and for your team.
Publish Date: September 17, 2018 5:00 AM
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Snapshotz is a web-based audit tool with strong analytics that helps large and small organisations understand and benchmark customer experience delivery. Snapshotz reports contain validated CX practices, technology use and operational metrics from over 3,000+ customers globally. These are benchmarked against the ISO 18295 customer service standard, digital service delivery, health & safety and mental health and other global standards enabling validated roadmaps for CX strategy and investment
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