What is Omnichannel Customer Service?
Omnichannel customer service defines customer interactions and satisfaction by providing access to a variety of communication channels. This allows customers to choose their preferred methods of contact, leading to greater flexibility and convenience.
Integrating different channels not only allows for the choice of preferred communication forms but also enables seamless transitions between channels without losing context. This eliminates the frustration of having to repeat information, allowing for quicker and more efficient problem resolution and real-time support. This type of service also provides the immediate and personalized interaction that consumers expect today.
In this article, we will discuss the main strategies and specific benefits of omnichannel customer service, presenting illustrative examples without showing bias towards specific form of services.
Definition of Omnichannel Customer Service
Omnichannel customer service integrates and coordinates various communication channels to ensure a consistent and seamless customer experience. In this approach, customers can interact with a brand through multiple channels such as phone, email, social media, live chat, mobile apps, or in-person store visits. Their interactions are seamlessly tracked and managed regardless of the chosen channel.
A key element of omnichannel customer service is an integrated database that collects information on all customer contacts with the company. This allows for a better understanding of customer needs and quicker, more personalized responses to their inquiries and issues.
According to Microsoft’s report The Global State of Multichannel Customer Service, consumers regularly use an average of at least four different channels to contact a brand. In addition to the growing number of channels used, channel preferences also change based on the perceived value of time spent or channel convenience.
Microsoft indicates that most surveyed consumers note that their customer service interactions now start online, highlighting the rapidly growing expectations for mobile, social, and online self-service capabilities. Over 90 percent of consumers expect brands or organizations to offer an online self-service option, and 60 percent have a more favorable view of a brand if that self-service option is mobile-responsive.
As a result, omnichannel customer service helps build stronger relationships with customers by providing personalized, quick, and consistent experiences. Ensuring seamless support through integrated communication channels is crucial in meeting modern customers’ expectations.
Omnichannel Customer Service vs. Single Channel Communication
Omnichannel customer service meets the expectations of different customer groups, each of which may prefer a different method of communication. For some, quick responses are crucial, so they prefer online chat. Others value the more personal contact that a helpline offers.
By adopting an omnichannel approach, companies can adapt to these differences, leading to increased customer satisfaction. According to the CX Trends report, 54% of CX leaders are more inclined to actively seek integration opportunities between voice and digital channels, indicating a trend towards creating seamless experiences. This enables customers to switch between channels easily without having to repeat information.
However, creating seamless customer service in omnichannel requires investing in technologies that enhance the effectiveness of digital channels. This is where AI solutions come in – 62% of CX leaders are more likely to prioritize improving their voice channels through speech analytics and natural language processing.
Single-channel customer service can be more effective in certain situations. Focusing on one channel allows companies to invest all resources into its improvement, which can lead to higher quality service and greater efficiency. If data shows that most customers prefer one specific channel, such as a helpline, focusing on it may be the most cost-effective and efficient strategy.
If the main communication channel is the helpline and most customers do not use chats, creating additional channels may be unprofitable and lead to unnecessary expenses. For example, scheduling appointments in medical firms usually occurs over the phone or through a voice bot, which matches the nature of these services and the preferences of patients.
Elements of Omnichannel Customer Service
Creating a seamless, personalized, and consistent service across all channels requires incorporating several elements into the customer service strategy.
Unified Customer Data
Combining customer data from various channels and touchpoints into a centralized database is crucial for gaining a comprehensive view of customer interactions and preferences. Such integration allows companies to effectively monitor and analyze user behavior, leading to more personalized and relevant responses.
Tracking customers across different communication channels ensures a consistent view of the customer. Each interaction, whether through a website, mobile app, helpline, or physical store, is recorded and analyzed in a central database. This enables customer service representatives to have full context and contact history, leading to better understanding of customer needs and more precise and effective solutions.
Consistency Across Channels
Maintaining a uniform message, brand identity, and quality of service across all channels ensures consistent customer experiences. A consistent brand message is a key element of a strong omnichannel strategy. By maintaining a unified brand identity, such as logo, colors, and tone of voice, companies can create recognizable brand experiences. Any discrepancies in the brand message can lead to customer confusion and hinder brand recognition in a competitive market.
Apple – Example of Consistent Brand Experience
Apple ensures brand consistency and customer experience across various communication channels through several key actions. First, the company ensures that every point of contact with the customer, whether online, in a mobile app, via helpline, or in an Apple Store, adheres to its high service standards. Apple invests in employee training to ensure that each one conveys the same values and information.
Apple also emphasizes uniform design and ease of navigation in its products and services, ensuring that users have consistent and intuitive experiences regardless of the chosen channel. Additionally, the company leverages advanced technologies such as AI and machine learning to personalize communication and technical support, helping to maintain high service quality.
Technology
Implementing advanced technologies is essential for creating effective omnichannel customer service that enables communication automation.
In addition to CRM, a centralized database that collects information about customers, their interactions, and preferences across various channels, and interactive voice response (IVR) systems, key elements that improve service quality are chatbots and voicebots. These technologies significantly increase efficiency and enable quick and precise responses to customer needs.
Chatbots use artificial intelligence (AI) to simulate conversations with users in real-time. They can be integrated with various communication channels, such as websites, mobile apps, social media platforms, and messengers. Voicebots in customer service operate similarly to chatbots but communicate with customers via voice. They are particularly useful in telephone support.
These solutions allow for 24/7 customer service regardless of time zone. Moreover, automatic responses to frequently asked questions and quick escalation of more complex issues to appropriate departments streamline the process.
Companies often opt for contact center outsourcing services because these firms not only offer support across multiple channels through trained agents but also provide technologies for automating some tasks. This way, the client avoids additional costs associated with implementing new tools and training employees. Outsourcing allows companies to focus on their core business while specialists from an external company ensure professional and consistent customer service at the highest level.
Example of Omnichannel Customer Service – Amazon
Amazon is an excellent example of a company that effectively uses omnichannel customer service to meet customer expectations.
Amazon effectively integrates different communication channels to provide customers with seamless experiences. This way, customers have access to support in a manner that best suits their preferences. Amazon’s omnichannel customer service allows for quick and efficient problem resolution, leading to high satisfaction and customer loyalty.
Here is how Amazon operates across multiple channels:
- Website and Mobile App: Amazon offers an intuitive and user-friendly website and mobile app, allowing customers to browse products, make purchases, track orders, and contact customer support.
- Online Chat: Amazon provides an online chat option, enabling customers to get real-time assistance. The chat is available on both the website and the mobile app.
- Helpline: Amazon also offers traditional customer service over the phone. Customers can call the helpline for assistance with various issues, such as order problems, returns, or product inquiries.
- Email: Customers can contact Amazon via email, which is convenient for those who prefer written communication or need detailed responses to their questions.
- Help Center and FAQ: Amazon offers an extensive help center and FAQ section on its website, where customers can find answers to common questions and resolve many issues on their own.
- Alexa: Amazon uses its Alexa technology to provide customer service through voice commands. Customers can ask Alexa questions about their orders, account status, or even request help with Amazon devices.
Conclusion
Omnichannel customer service allows customers to choose the most convenient communication channel, whether it’s phone, email, chat, or social media, improving their overall experience. It can also increase efficiency by streamlining processes and reducing redundant efforts, leading to greater productivity of customer service teams. By consolidating customer data from multiple channels, companies gain valuable insights into customer behavior and preferences, enabling them to more effectively tailor their offerings and strategies.
Author: Patrycja Hala Saçan, Senior Content Specialist at OEX VCC.