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Article : Omnichannel Customer Experiences: Do Consumers and Businesses See Eye-to-Eye?

#contactcenterworld, @inContact

In today’s digital economy, there have never been more opportunities for businesses and their customers to interact. Chat, text, social media, websites, IVR, even traditional phone calls with customer service representatives – the list continues to grow. Modern customer expectations have never been higher, and businesses understand that customer experience is a leading brand differentiator. To ensure that customer needs are met, businesses are prioritizing delivery of a true omnichannel experience, enabling each channel to work together cohesively with seamless transitions. Whether or not they’re succeeding in this initiative is something else entirely.

Businesses believe they are delivering on the promise of omnichannel experiences, but this perception doesn’t align with those of their customers. According to the NICE inContact CX Transformation Benchmark Study, consumers rated customer service 17 percent lower, on average, across more than 10 channels, than businesses rated their own success in meeting customer needs. This is an alarming discrepancy. While the pressure to provide seamless omnichannel customer experiences is constant, the first step is recognizing that improvements need to be made.

According to the study’s findings, here are the primary areas where businesses and their customers aren’t seeing eye-to-eye:

Personalization

As businesses grow smarter in their ability to understand their customers, offering unique, individualized interactions is increasingly important. In fact, of the consumers surveyed, 21 percent rated personalization their top priority. This is a testament to the fact that customers don’t view their relationship with brands as transactional or siloed – it’s part of a holistic approach that encompasses every touchpoint. Given the tools available to businesses, every interaction, every purchase, every previously opened ticket should be easily available to inform agents and create a customized dialogue.

Unfortunately, businesses do not share customer enthusiasm for personalization. Only 13 percent of organizations see it as a high priority for customer service strategies. Instead, businesses are leaning towards offering easy access to information regarding any given issue (24 percent). This indicates that businesses are doubling down on short-term customer experience, rather than nurturing customers for life through personalization. When brands commit to providing thoughtful, positive and engaged customer experiences, it leads to increased loyalty and engagement.

Adapting to New Tools

Despite alignment on the value of traditional channels such as agent-assisted phone calls, the research uncovered a disconnect between consumers and businesses in how to best approach new channels, like online chat. The study showed that while 39 percent of consumers placed online chat as one of their most preferred channels of engagement, only 16 percent of businesses echoed that support.

Feedback from customers is clear: in their eyes, chat routinely results in positive outcomes, yet businesses haven’t caught up on chat. Commonly, many businesses struggle to provide a seamless transition from chat to other channels, explaining some of the hesitation to embrace it. While businesses are still learning how to best use chat, listening to their customers’ preferences and ensuring they have the support for chat is key to any customer experience mix. The longer businesses wait, the greater chance they will lose customers to competitors that are a few steps ahead.

What’s Next?

As expectations shift based on new, innovative technologies, businesses will need an agile cloud customer experience platform to enable a truly seamless omnichannel experience. Technology can help companies to fully understand, prepare for, and meet the needs of today’s consumers. It can also help businesses close the gap between perception and reality, while staying flexible enough to continuously prepare for the future.

#contactcenterworld, @inContact

Today's Tip of the Day - Motivation & Charity Work

Read today's tip or listen to it on podcast.

Published: Wednesday, April 18, 2018

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2021 Buyers Guide Payment Services

 
1.) 
Branch

Branch Employer Payments Platform - Earned Wage Access
Give employees instant access to a portion of their earned wages before payday! Branch helps businesses modernize their payment methods to empower working Americans. Earned wage access—with no-fee banking and access to a digital wallet and free debit card—are just some of the tools in our fast, free, and flexible platform. With Branch, businesses streamline existing payroll processes, save money, and provide faster payments and free digital banking to their employees—no pre-funding or capital required.

2.) 
Eckoh

CallGuard, ChatGuard,
Securing payments for on-premise or remote agents for telephone, IVR, web, mobile, Chat and Chatbot.

A patented technology that is flexible way to take secure, PCI DSS compliant payments via live agents over the telephone, web, Chat, Chatbot, or IVR. No sensitive data enters the contact centre environment so, agents do not see, hear, store or record any card or personal details.

CallGuard can be deployed in various ways to fit the way your contact centre works. The solution can de-scope all, or parts, of your contact centre from the scope of PCI DSS compliance and works just as well for on-premise or home/remote working agents.

ChatGuard makes payments in Chat PCI DSS compliant and...
(read more)

3.) 
PayGuard

PayGuard®
Award-winning PCI compliance phone and multi-channel payment application.

PayGuard® is easy to deploy, very easy for agent to use from the office/contact centre or from home and is affordable.
 

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