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

Conversational Analytics - The Secret to Exceptional First Call Resolution & Outstanding Customer Experiences

By: Special Guest    6/2/2020

Jack Ma, founder of Alibaba once advised,?"Forget about your competitors, just focus on your customers".?As the statistics highlight dissatisfied cust…

Read More

Vonage Contact Center Lets Onecom Rapidly Adapt to COVID-19 Teleworking

By: Erik Linask    5/28/2020

Over the past 2-3 months, countless businesses have struggled to maintain operational continuity as they have been forced to rapidly move to teleworki…

Read More

The Only Dead Thing in Contact Centers Is Your Approach

By: Special Guest    5/27/2020

Lately, I have been bombarded with this notion of the death of the call center. It's certainly a bold apocalyptic affirmation that seems in tune with …

Read More

How COVID-19 Is Testing My Leadership Skills and What It Is Teaching Me Along the Way - a Weekly Update (Week 8)

By: Tom Goodmanson    5/26/2020

In this segment of Calabrio Corner, CEO Tom Goodmanson talks about the important ties between local communities and employee well-being, especially as…

Read More

How COVID-19 Is Testing My Leadership Skills and What It Is Teaching Me Along the Way - a Weekly Update (Week 7)

By: Tom Goodmanson    5/19/2020

Calabrio CEO Tom Goodmanson talks about how businesses can plan ahead for additional disruptions due to COVID-19 even as they start implementing plans…

Read More