It's exciting when disparate parts become a whole, whether that is tributaries into river, parts into a car, or many voices into a cohesive customer service platform. Think of how in old-timey science fiction, especially in cartoons, there was always a fully-automated machine that would swoop a person off a bed, throw them into some kind of tube, and a million robot hands would wash them, brush their teeth, and dress them. Just like that, they were ready to go. It seemed pretty sweet to those of us that don’t like to get out of bed until the last minute. Which is, you know, most of us.
The cool part is that there were a lot of different parts, doing all sorts of different things, but to the person, it was just one tube. Everything worked together.
That’s sort of how omni-channel customer care should work, except that, with rare exceptions, you won’t be dressing your customers.
Omni-channel care means employing every part of your digital and physical marketing, sales, and customer service efforts to provide care and service to followers, leads, and customers: anytime, anywhere. It’s a unified front that allows for a personalized, attentive, and informative digital customer care that funnels people through the buyer’s journey.
In order to do that, you need to have every aspect speak with one voice and one message, and make sure that there you’re providing seamless service across all fronts. All aspects have to complement each other, so that your Twitter feed a follower is looking at during the Awareness stage leads them to the FAQ they are reading during Consideration, and then to the sales rep during Decision. This kind of service will carry over through the duration of their being a customer.
All the information flows together, in a way that seems effortless to the customer. If not, for them it would be like if they fell into their Morning Helper Robot, and it tried to jam on three pairs of socks but no pants, while the showering bot insisted they were already clean. It would be chaos, and they wouldn’t use it again. Omni-channel care helps you avoid that.
How to Make Omni-Channel Care Work for Your Company
Of course, having a cohesive omni-care approach is easier said than done. We’ll look at a few tips, then show an example of what this can look like in practice.
Moving Through the Funnel
Let’s take a look at how this might work in practice. We’ll use a hypothetical, though it is based on the experience of many real companies. Our imaginary company sells custom-designed closet storage systems: high-scale and luxury, mostly for huge walk-in closets. They have a wide customer base, from homeowners to contractors building high-end multi-family buildings.
Their digital marketing started with longform content and social media. They’d write blog posts and white papers on issues in construction, remodeling, and design, geared around the geographic area they served. The blog posts were free; the white papers gated. Their social media would promote these, but it would do so largely by serving as a interactive channel where interested parties could ask questions about everything from how work-at-home trends influence the need for space to questions about what to put on shelves.
They’d answer, but would also direct the questioner to whitepapers and blog posts. Their other channels—a chatbox on their website, their Facebook page, etc.—would do the same. They’d use all of this to gather information on a potential client: what they were interested in, what their pain points were, and how they could help them.
They could ask, either on Twitter or on email after they downloaded a gated post, if they wanted to speak to a salesperson. This was all automated, with data sharing, so that when the salesperson did talk to them they already had all the information, and had already generated some possible solutions, in what was then a personalized and equal exchange. The lead had a ton of information, and the salesperson had an idea of their problems.
From there, they became a customer. But if they had any issues, they could call a CSR in the call center, who would also have access to what they have looked at, and what they needed. This was the same if they started asking for help on Twitter, or anywhere else.
What this did was create a comprehensive customer service experience that brought the customer through every stage of their buyer’s journey, gave them the information they needed, and started solving problems before there was even an initial phone call. It used all channels to analyze what a customer needed and provide a personalized solution. It was the dressing tube of the future, even if it was just for an old analogue closet.
The Benefits of Omni-Channel Care
Customers love omni-channel care, even if they don’t know what it is. They love it because it is exactly consumer in the digital age demand: a tailored approach to their unique needs based on the information they have sought out. That’s how we work with our technology in the information age. We look for things, and expect to get it. The company that does this with their digital customer care is the one that keeps customers.
Well-orchestrated omni-channel care can, among other things:
We may not live in an imagined future. But the one we’re actually in is just as amazing, and in some ways more challenging for companies. Those challenges have answers though: a unified voice and unified approach to digital customer care. That will convert the interested into leads, those leads into customers, and customers into dedicated brand evangelists. It might be best known as a funnel, but you can consider it a tube.
Using every possible channel the right way is the only way to ensure satisfied customers. At RDI-Connect, we focus on making sure every prospect and customer is treated to the most meaningful experience across all channels so that your business attracts sales and retains positive promoters. For more information, please download our white paper Digital Customer Care in 2017: Many Channels, One Focus. Connect with us today to learn more about the services we can provide your business.
Publish Date: February 7, 2017 5:00 AM
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