The business ideal of omni-channel communication is rolled out with varying degrees of success. Although omni, the idea of a seamless customer experience across multiple contact channels, is the way to go, it must be implemented in ways that best serve customers. It is how it is used that counts writes Wynand Smit, CEO of Inovo.
According to the 2017 Global Customer Experience (CX) Benchmarking Report, more than eight in 10 companies recognise CX as a differentiator, the number one indicator of strategic performance, but few are delivering on this recognition – Omni-channel helps to deliver enhanced CX.
Omni-channel is complex, so much so that it’s a goal rather than an achievement for most companies, and a multi-channel approach is far more achievable but able to achieve far less than an omni-channel system.
The challenge of breaking down channel silos is one that has been neglected; according to recent research only 8 percent of companies have managed to connect all channels, 21 percent have managed to connect some channels, 45 percent have a few channels connected, while 23 percent have no channels connected at all.
In effect, customer contacts with your company will be far harder to manage with no (or few) connection between channels. The left hand won’t know what the right hand is doing, especially should the interactions require follow-up. If agents find it tricky to track interactions and speedily resolve queries, the negative impact on CX is notable.