Omnichannel is the New Black: Omnichannel in CX

July 31, 2019
May 22, 2020

We all know the feeling of having to deal with a frustrating customer support system. Whether it’s talking to a robot, repeating yourself to multiple representatives that don’t know how to help, or even not knowing where to go in the first place, customer support shouldn't have to be so complicated.

With a plethora of ways to digitally access support for customers, there is no denying that today’s world provides more ways to reach out for help than before. However, like many things in life, more doesn't always equate to better or easier. The truth of the matter is that just having multiple customer support channels isn’t enough anymore for an ideal CX. Without a seamless and connected support system, customers are more often than not left lost, confused and frustrated.

How does this all tie in with my customers?

Imagine you are a city planner. You could build 10 winding roads that would get drivers from A to B, but eventually, the drivers would get congested in all of the options, or frustrated in figuring out the direction each road was going. Contrarily, you could choose to build 3-4 connected, clearly labeled roads that got drivers where they needed to be every time no matter their choice — the same principle applies to how your business’ CX experience should be.

Connecting these support processes is possible by taking the automated, omnichannel approach we’ve come to love so much. Per research done by the Temkin group among B2B decision-makers, slow interaction times with their clients/partners were the foremost complaint heard, brought up two times as often as price. This would make sense, considering that it takes an average of 42 hours to respond to a lead in B2B businesses. Automating customer support with chatbots and live personnel is a great way to mitigate the risk of losing a lead or client due to simply not getting back to them sooner.

Automating doesn't only make your customer’s life easier. By tracking and recording the most common inquiries, you can establish automatic responses so team members can focus their time on more important requests or tasks at hand. Over a year (or even a month), all of that time adds up to increased productivity.

Additionally, as your company grows and handles more customers, more requests for help will inevitably follow. Logistically, there are only a few ways to prepare for this: become more efficient with your current resources, or hire more labor. The cost of onboarding new employees as you scale up is not only incredibly expensive, but it's simply not sustainable for your business. Integrating automation will save you time and money down the road as you grow, saving the pain of a costly realization in the future.

Let’s visualize this further from the perspective of a customer:

You hire a firm to help you manage your company spending, and a few weeks later you have a question about where some of your money is being budgeted. You are prompted on the firm’s website to call a support line, which leads to an automated program. You leave a message and, when you don’t receive a callback, you send an email, to which somebody requests that you re-explain your question all over again. You spend an hour on the phone getting everything resolved because, if you need to call back a day later, your entire issue will be forgotten in the hands of an entirely new point-of-contact — frustrating!

As a customer, this type of experience leaves a sour taste in your mouth and can make you question the attention you are receiving for the price you are paying.

On the other hand, imagine now, in that same situation, you were able to connect with a representative immediately via a live support bot. When you finished the conversation, your inquiry was connected back to the CS system and logged with every possible point-of-contact with you, the customer. When you reach back the next week using a different communication channel, like a phone line, the support could see everything you needed and would be able to help you quickly and efficiently. You are a happy customer and the business feels the same, just like that!

Putting it all in one place

Centralizing all customer experience channels and interactions into one platform is the key to successfully pulling all of this off. Without a way to connect every customer process internally, you risk siloing the channels all over again. Platforms like Salesforce Customer 360 register all instances of use across different clouds (sales, marketing, etc.). It also does customer resolution for you, assigning a personalized ID to each customer so it can combine multiple records across different systems. This gives you a connected way to manage customers and help them with what they need all in one organized location. Sales reps can access a holistic view of everything the customer could ever possibly need from the different paths and journeys they took to arrive at their question, whether from a marketing campaign, a previous sale, or even a brief online interaction.

A perfect CX shouldn't have to be complicated — getting your business there shouldn’t be either! Getting started is easy as can be: shoot Zuzana a message and see how Enehano can help you meet your CX goals in just a few weeks.

Hungry for more? Read parts 1 & 2 of this series, Omnichannel Structure in Marketing and Sales, and more content here.

Published by Max Sands, Content Creator at Enehano Solutions.

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