In my last article, you may recall I wrote about the genesis of Omnichannel and how we at Teleperformance assist our clients to facilitate a continuous experience for their customers across brands, across devices and across channels – based on the rather simple but powerful notion that customers want to engage in the most convenient way they can and via a medium which appeals to their preferences.
It sounds pretty simple doesn’t it? But if the truth be told there are a number of factors which must be considered to ensure that an Omnichannel implementation is successful and achieve the desired outcome stated above.
No one would argue that customers today have a myriad of interaction options available to them across multiple devices. And customers want to navigate through and across those channels as effortlessly and seamlessly as possible. Whether it be traditional channels such as face-face-face, voice or email or alternate technologies such as IVR, click-to-chat or social media, the fact remains customers want to reach companies, from wherever they are and via the medium which best suits them. If we consider interactions with the customer as a “journey” then that adds yet another layer of complexity given that today’s customer is comfortable beginning an interaction via one channel and then switching to let’s say a mobile app or social media.
The customer journey is no longer linear in nature.
Technology is playing a pivotal role in changing interaction behaviors and the multi-tasking approach of customers. Take a look at these numbers from a recent Teleperformance CX Lab Analysis.
However, there are a couple of common errors that companies make when considering the approach to Omnichannel implementation, namely: Omnichannel is only about technology deploying new channels of interaction without proper planning and strategic integration with other channels and without understanding or even worse, knowing what the customer actually expects. So how is it done? Here are 5 simple steps to ensuring that your Ominchannel implementation is a successful based on Teleperformance’s global expertise in this area:
1 – It’s all about your customer. Without realizing it companies have a wealth of data about their customers gleaned from sources such as surveys, information from emails, chat interactions, social media posts, blog entries, and web chats. An analysis of this information provides valuable insights into how your customers want to interact and engage with your brand.
2 – Adopt an Omnichannel Technology solution that embraces all channels. Equally as important is that the solution must be able to preserve content across all the channels. Remember the customer interaction does not terminate at the point of cessation at one channel but will continue in the future and potentially across other channels. Therefore, interaction related data will be critical to developing customer intelligence and introducing predictability around future channel preferences.
3 – Well trained customer facing associates. It sounds rather obvious but this is often the weak link in the process. Whilst there is a growing acceptance of virtual assistance or automated responses a Teleperformance Global CX Survey in 2016 revealed that 78% of customers prefer a live person interaction regardless of generational demographic (i.e. traditionalist, baby boomer etc). Therefore fundamental to the success of live interaction is an appreciation of the different skill sets required for different channels of interaction. You might be asking yourself at this point, is this really that important?
Consider this: Customer Service
attributes are responsible for 43% of
Customer Brand Advocacy and 47% of
The main customer service attributes that can leverage brand advocacy, if delivered well, are: effective communication, ability to quickly solve a customer’s problem, and professionalism. Likewise, listening ability, a capacity to quickly solve a customer’s problem and professionalism are considered important for improving loyalty.
4 – Define KPIs for each channel that positively or negatively business outcomes. Measuring these KPIs provide key insights into channel efficacy, customer satisfaction as well the crucial metrics of Brand Advocacy and Customer Loyalty.
5 – Ensure that regardless of the journey the customer opts for, the experience is the same. This involves looking at operational and business processes to ensure channel interaction experience is not consistent and institutionalized across all customer touchpoints.
So….. Still wondering whether the above imperatives are important?
Then please consider the following infographic based on Teleperformance’s experience in Omnichannel implementations across the globe and across sectors and industries.
“It is therefore, self-evident that Omnichannel has a direct and quantifiable impact on levels of Brand Advocacy and Customer Loyalty. Understanding the customer, understanding her preferences, knowing how she wants to engage, providing a seamless, engaged and empathetic interaction and tracking the efficiency of that interaction via KPIs and metrics will ensure your Omnichannel deployment is a successful.”
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