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What's a Multimodal Customer Experience? - Jacada - ContactCenterWorld.com Blog

What's a Multimodal Customer Experience?

How many times have you heard that sentence while trying to pay a bill, change a service plan, update the address on one of your accounts, or get through to a customer service agent? The answer for most of us? Too many. Gartner predicts that by 2020 a customer will manage 85% of the relationship with an enterprise without interacting with a human, so how do you think your customers feel when they are misunderstood by your company's automated voice recognition system? And why is it that your customers are being misunderstood?

Attend a customer experience industry event these days and you’ll most likely hear the terms “multi-modal” or “multimodal” or “multimodality” used to describe a method of communicating with customers. Even earlier today in our own offices I heard “multimodal” used to describe an approach to a customer challenge. As I listened to the challenge and the solution, there was plenty of discussion with words like omnichannel, multichannel and multimodal. What is the difference? Have no fear! Here is your guide to all things multimodal.

Multimodal – several modes, together in one experience

Let’s use an example. I was recently pulled over for a traffic violation and produced an expired insurance verification card. The officer asked if I had a copy on my phone and I was able to download my insurance company's app, login and use the mobile app to produce a valid insurance verification card. I walked away with just a warning, and now I always have my auto insurance provider’s mobile app available on my phone. Multimodal? Not so much. Next, say that the police encounter was after a small car accident. I use the mobile app to produce my insurance verification card but then notice the “Start a Claim” button within the app. I choose the option and within seconds, I’m uploading a photo from the accident and completing the claim while simultaneously speaking to a claim agent that’s using my location to secure a rental car in the vicinity. Multimodal? Yes, this is a true multimodal experience, using two (or more) channels simultaneously in a single interaction.

But multimodal experiences aren’t as commonplace as you’d think and it would be much more common to be shifted from channel to channel. Perhaps a reason why a McKinsey survey said that 20% more customers would prefer to use digital channels than do today. To help close this gap, organizations that deliver a multimodal experience quickly benefit from improved channel adoption (with existing channels) leading to a more magical customer experience.

What makes a GREAT multimodal experience?

  • Visual and voice experiences working together in harmony – Speech is a popular channel for self-service, but to avoid cognitive overload, use speech, and visual experiences together to follow through with a multimodal experience. Disparate systems from a variety of vendors (IVR, phone, mobile apps, chatbots) often make it virtually impossible to move beyond a single-channel experience. Just because you have many channels connected together doesn't mean that it's multimodal. Multimodal means that several channels are working together to support a single interaction.
  • Experiences that close the customer preference vs. customer usage gap – Despite investments in a website and/or mobile app, a significant portion of your customers – 70% according to our research – are still utilizing the phone channel for assistance. With a multimodal experience, a customer can enter the interaction through the phone (or their preferred channel) and then expand the interaction to other channels rather than being constrained within their initial channel mode. Around 60% of customers will first attempt self-service and generally, only half are able to self-service successfully. It is time to move away from “did you know more information is available online” in your IVR hold music and lead customers to an experience that promotes their preferences. Evaluate the customer’s journey, walk in their shoes and combine modes to fit the interaction to increase their adoption of self-service.
  • One-and-Done to Reduce Customer effort – Just like humans learn differently (think auditory and visual learning), customers also have preferences and expectations for self-service. Similar to learning calculus through an audiobook, customer effort is increased if an organization forces a resource into a specific way of doing things. Harvard Business Review said it best: “First, delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does.” Just like my car insurance example, multimodal experiences help customers get through a difficult process by escorting the customer through a single experience by leveraging concurrent channels.

Are the disparate systems and channels you have today not serving your customers as seamlessly as you'd like? If so, don’t feel alone.

Discover why "multimodal" might be your favorite new word!

Oh, and you should also watch our webinar "Self-Service 2.0: Turbocharge your Stalling Digital Strategy" where we dig into this discrepancy between channel adoption and channel preference and discuss best practices to help you close the gap and increase adoption rates of your digital assets.

Source: http://www.jacada.com/blog/what-s-a-multimodal-customer-experience

Publish Date: October 15, 2019


2022 Buyers Guide Help Desk Software

 
1.) 
eGain Corporation

eGain CallTrack™
eGain CallTrack™ is a dynamic call tracking and case management solution that helps companies provide quick, high-quality, and cost-efficient resolution of customer issues across traditional and emerging interaction channels. It is one of the many innovative customer interaction products in eGain Solve™ suite, the unified customer engagement and knowledge management software suite, which helps businesses transform their traditional call centers into omnichannel customer engagement hubs. eGain CallTrack will enable you to track, manage and resolve cases and maintain service level agreements (SLA), across channels.

2.) 
Happitu

Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!

3.) 
Knowmax

Knowmax
Knowmax is an omnichannel knowledge management platform. Our mission is to transform contact centers into resolution centers and drive customer self service.
The platform is an industry-agnostic enterprise-grade knowledge platform with components helping in easy findability of actionable information at the right time across the desired touchpoint.

4.) 
LiveAgent

LiveAgent Help Desk
LiveAgent is a cloud-based Help Desk Software with over 195+ compatible integrations. Streamline all customer communication channels and manage them from a single shared company inbox. Enjoy social media integration, unlimited ticket history, call recordings, hybrid ticket streams, and more. Companies like BMW, Yamaha, Huawei, Orange, or Forbesfone use LiveAgent to deliver customer wow to 150M end-users worldwide.

5.) 
Nuxiba Technologies

CenterWare
Nuxiba's Help Desk Software is ideal for delivering top-level contact help desk services. It not only tailors to your existing technology resources but also allows you to set staff priorities that forward clients to the most knowledgeable agents.

Give personalized assistance, and analyze performance with our real-time monitoring, recording, and reports. Integrate Salesforce or VTiger CRM systems, be TCPA compliant, protect your cardholder's data during calls, and more!

Request a quote or demo today and start the journey to increase your first-contact resolution percentages in less than three months!

6.) 
OneDesk

OneDesk's software combines Helpdesk & Project Management into one application. No need to purchase, integrate and switch between applications. Your team can support your customers and work on projects in one place. Aimed at SMBs as well as departments at large enterprises, OneDesk is frequently used by project managers, customer service, IT, professional services and more. This easy-to-use, feature-rich, and highly configurable software can manage both ticket & task workflows.

7.) 
Teckinfo Solutions Pvt. Ltd.

ActivDesk Help Desk Software
ActivDesk Help Desk Software is an intelligent ticketing software for multi- channel customer interaction & engagement. It streamlines the entire ticket management process. With its SLA & escalation management, it enables your help desk to deliver enriching customer experience.
 



View more from Jacada

Recent Blog Posts:
5 Ways Intelligent Automation optimizes customer AND agent experienceOctober 18, 2019
What's a Multimodal Customer Experience?October 15, 2019
Why Isn't Natural Language Understanding...Natural?August 29, 2019
Interactive Video: The Rise of RPA Bots in Customer ServiceAugust 28, 2019
Your Front is different than your BackJune 6, 2019
Obstacles Contact Center Agents Come Across During InteractionsMay 23, 2019
Smart Solutions Resolve Call Center Operational IssuesMay 21, 2019
Companies Push for Digital to Enhance Customer JourneyMay 16, 2019
Companies Use AI to Enhance Customer Service ExperienceMay 14, 2019
Has Intelligent Assistance entered the trough of disillusionmentApril 11, 2018

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