What you need to know when building an omnichannel customer strategy
All companies and organizations receiving inquiries need an omnichannel communication solution. Today, most businesses are present on different channels, both traditional communication media like telephone, SMS, and e-mail, as well as channels like web chat or social media. However many still handle customer inquiries separately in the different departments. For example, marketing is handling social media inquiries, sales handles customer inquiries, while support and customer service is handling the call desk. This creates separate silos in the customer journey and makes it harder to have a clear brand voice and communication strategy, and it also makes it harder to gather statistics across the different channels.
All channels and departments can be unified with an omnichannel solution that gathers all inquiries in one space/interface. But what should your business consider before building an omnichannel customer strategy?
Firstly, what is omnichannel? Omnichannel is a cross-channel strategy that offers unified customer experience and recognizes that customers value the ability to engage with a company through multiple channels.
Zisson Contact Center is a tool that improves and enhances customer service because it enables a business to gather all inquiries from all channels in one easy-to-use interface.
How does omnichannel work?
Let’s say that your business is a bank. A possible customer has been following you on social media and has left several comments on your Facebook wall. Now, the same customer is ready to open an account in your bank and chats with the bank in your web chat. Additionally, the same customer calls the bank because they have some follow-up questions. When the customer calls, you can see their previous comments on Facebook and their chat history with support. Now you have all the information you need to give this customer exceptional care and a unified impression across all channels. You have created a personalized and integrated customer journey by connecting all aspects of that customer’s engagement, on the customer’s preferred channel.
What will an omnichannel strategy do for my business?
Enables better service: Respond quicker through various channels. Zisson Contact Center enables the possibility to end the conversation on one channel and seamlessly pick it up on another.
Valuable data and statistics: Gather data across channels to see the big picture. Data helps to provide insights into the customer journey and keeps your business communication updated and relevant. Your agents will feel on top of things, which will help prevent churn rates and often result in higher customer satisfaction and loyalty.
Optimize customer engagement: An omnichannel solution lets customers communicate through their preferred channels. This way, the business can reach a larger audience and keep a consistent message and brand across channels.
We asked our omnichannel experts, and these are the three main things they want you to know:
Who is your customer? Mapping your customer and customer journey will make all the difference. And to do so, you have to ask them. Are they on social media? What channels? Look at customer behavior and use that data to build a successful omnichannel strategy.
Break down the separate departments. Map all the channels your business uses to communicate with your customer to ensure that you have all the information you need to build the right platform. What do you need to have vs. nice to have? Example: Telephone, SMS, Office 365 integration, Facebook, Instagram, chat, etc. Find an omnichannel solution that matches your needs and gathers them all.
Map the path of your customer journey: Where does the customer journey begin, and how can you meet the customer along the way? Be there for them from start to finish, and you will see results!
Following the steps above, you will have insights into who your customers Following the steps above, you will gather insights into who your customers are, what they want, and where they want it. You will be present on the right channels and enable a cross-channel customer experience. You will have a continuous brand and voice, and a present and prepared customer service. These are the secrets to great customer experiences and gives you the knowledge to build an omnichannel strategy that will enhance your customer journey.
Want to know how to start your omnichannel strategy? We would love to help you.