What is the first that comes up to your mind when you hear someone says “omnichannel”?
Is it communication through various channels? Or you think of Instagram/Viber/WhatsApp communication? Or you associate it to shopping online and reaching out to real-time support?
Being in the call center industry for so many years, I am still not sure how to analyze this term.
Is it enough to define the term only through the eyes of an end-user? Or the market rules are the ones that determine how we should apply the name? For us, as a business, omni-channel represents a dynamic and complex system. Our main task is communication with your customers.
64% of customers still anticipate real-time assistance regardless of the channel they are using at the moment. If guided by this, the business should relocate its resources to set the supporting omni-channel system. And the system should deliver a seamless, integrated, and personalized experience for your customers.
What does your customer expect from your omni-channel system?
Right here, right now
I am talking about real-time assistance. Customers expect to be able to be in contact with their providers to attain communication interchangeably across channels. Customers want alignment with their communication needs at any given moment. They can start their search from a website. Then they can try self-care. At the same time, they browse through online comments and go across socials. They care less whether they settle the need through retail or mobile. It’s not only that customers expect a seamless and personalized experience in every communication channel. Also, they are well aware that in the end, there is (always) alive and real support. And knowledgeable call center agent should be there for them by default to provide a quick resolution.
It is about getting questions answered effortlessly. Customers should experience a smooth transition between channels in interactions with your business. Also, people expect to be able to see as much relevant information as possible. Therefore, an expectation set is that customer care representative in the call center wields access to all customers data. More than 75% of people expect customer service representatives to have visibility into previous interactions. Also, over 35% of the customers expect to be able to reach the same call center representative on any channel. It is needless to say how frustrated customers can get by having to repeat their issues multiple times.
Full online experience
Customers want to be able to see as much tracking information as possible for the comprehensive online shopping experience. They want to have a high level of tracking information on the purchased goods. And they expect to have all data across the preferred communication channel.
These are some “expected values” for an omni-channel service. Regardless of the channel they choose, customer expectations for the quality and effortless interactions are going skyrocket. We shouldn’t forget the Millennials. The fact here is that they are shaping today’s world. Millennials are the most digitally empowered generation. Therefore, their influence on communication is enormous. In other words, every Call center should consider how to utilize Millennials’ digital habits to boost customer experience.
And what are your expectations?