Many organisations are looking to change their customer interaction focus from ‘isolated transactions’ to long-term relationships to help improve the customer experience.
Moving from unconnected contact to integrated customer experience means ensuring continuous improvement for people, process and technology. Right first time query resolution becomes the primary goal for every department. As each team across front- and back-office participates in the workflow, they monitor and contribute to a 360° customer view across the entire organisation and all its channels.
A brand is defined by the customer‘s experience. The experience is delivered by the employees (Shep Hyken)
Typically technology is a trigger as it enables the change, however successful change requires transformation of both people and processes.
Extensive change has the potential to disrupt and carries some risks, however using a step-by-step approach is more likely to deliver a positive outcome. Staged changes have the added benefit of opening a balanced discussion on the next level of adjustment to people and processes.
Seek to find productive solutions in all three areas:
You were motivated to make the change to omnichannel, your goals were clear and you could see what success looks like. Use the continuous improvement mantra of ‘plan do check act’ to confirm; if you are moving in the right direction, and ensure that every adjustment to process, people and technology will further your goals. Take special care to avoid project distractions in your quest to deliver an improved customer experience.
Our eGuide, “Multichannel Myths” explores this further looking at whether you are effectively meeting your customer’s expectations or for more information on omnichannel visit netcall.com/omnichannel.
Publish Date: July 18, 2016 5:00 AM
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