customer

CustomerZone360 NEWS

CustomerZone360 Home

It's All About Omni-channel to Enhance the Customer Experience

By Peter Bernstein June 30, 2016

One of the more interesting developments in the customer experience (CX) solutions space the past few years has been what I would describe as a confusion of terminology.  The problem has been that depending on what you are reading, there tends to be loose use of the terms “Multi-Channel” and “Omni-Channel.” This is unfortunate on a variety of fronts since they are very different, and realities are that enterprises looking to best enhance the customer experience need to focus on omni-channel interactions.


Let’s start with what these terms should mean. 

  • Multi-Channel:  refers to the fact that in a world where customers can connect with an organization according to their interaction preferences, you need to be able to do so and 24/7/365.  However, it really only refers to the fact that you have all of the interaction channels in place.
  • Omni-Channel:  refers to the integration of all of the multiple channels into a single view.

The reasons why it is important to be omni-channel rather than merely multi-channel should be obvious.  In order to satisfy customers in real-time— when they initiate interactions, have complete visibility/access to every piece of information about the customer journey, and the resources available to hopefully exceed their expectation when your frontline people and your self-service and other automation tools are helping them—is now a competitive necessity.  In short, it is no longer sufficient to have siloed information and cumbersome access to critical customer journey data. 

To best understand why the move to omni-channel is now “mission critical” you are invited to participate in the insightful webinar, Multi-Channel is the New Normal – Get Onboard with what you really intended to achieve: Omni-Channel.   Join myself and Chad Hendren, Director, Solution Innovation, Virtual Hold Technology, on Tuesday, July 12, 2016 at 2:00 PM EDT / 9:00 AM PDT, as we delve into the best practices for enhancing CX, achieving desired business outcomes, and making the best use of your voice and digital channels – all together, all with the same knowledge of WHO the customer is, WHAT they need, and HOW to deliver the best results.

Omni-channel, as noted is about the seamless integration and unified view and control of all aspects of information about the customer journey.  This means voice, digital channels such as chat and social media, CRM, and back-end and third party systems.  Seeing and hearing, and having your question answered should be believing.  The session will walk through how to build CX enhancing applications, manage the CX work processes through a simplified interface focused on business users, and to see real-time and historical data for analytics. 

In the real-time economy, now is the time to make the move to leverage omni-channel capabilities as the competitive and operational importance of not just listening to the customer but being able to really hear them and use that knowledge to delight them has never been more important. 




Edited by Stefania Viscusi
SHARE THIS ARTICLE
Related Articles

Showpad Aims to Bridge the Gap Between Sales & Marketing

By: Paula Bernier    2/23/2018

Sales enablement is a popular software product category these days. Aragon Research has estimated the U.S. sales engagement market is worth $780 milli…

Read More

Recipients of the 2018 CUSTOMER Products of the Year Award Announced

By: TMC    2/22/2018

TMC, a global, integrated media company helping clients build communities in print, in person and online, announced today the winners of the 2018 CUST…

Read More

Retail Disruptor Mavatar Participates in The Blockchain Event

By: Gerald Baldino    2/20/2018

Last Thursday, the cryptocurrency community gathered in Ft. Lauderdale for The Blockchain Event, a two-day conference collocated alongside ITEXPO desi…

Read More

Amadeus: Delivering an Exceptional Customer Experience

By: Special Guest    2/13/2018

The hospitality division of Amadeus delivers next generation business solutions based on open, cloud technology for hospitality organizations and offe…

Read More

A Sentimental Journey: Unified Office and Customer Sentiment Analysis at ITExpo

By: Cynthia S. Artin    2/13/2018

TCNIQ uses AI and data mining to detect and analyze sentiment and keywords in recorded phone calls.

Read More