We are well aware that customers these days, especially younger ones, are using a range of communication channels to find answers to their questions. Although the phone is still the most widely used channel, it is now rivalled by social networks, instant messaging and email.
In this situation, professionals need to upgrade, in particular through the use of contact centre software. By doing so, they can create a successful omnichannel strategy.
With multiple communication channels available, companies and brands are facing new challenges. To avoid any confusion between two conversations, disappointing your customers, it has become important to use a single platform such as the cloud omnichannel contact centre software. This enables all exchanges to be centralised in one place, while remaining accessible at all times from any connected device (computer, smartphone, etc.).
Whether customers prefer one channel over another or tend to vary their communication tools (Facebook, email, phone, SMS, WhatsApp, etc.), this makes it easier for agents to keep track of the conversation and its history. As well as improving the customer experience and the performance of a contact centre, adopting such an omnichannel strategy also helps to reduce the volume of calls: an advantage when it comes to productivity!
However, it’s important to remember that you don’t need to be present on every channel, only on those that your customers expect. It is vital to offer them a coherent pathway to strengthen their trust and loyalty, while at the same time standing out from the competition.
While it is perfectly possible to use contact centre software on its own or alongside a customer relationship management tool, more and more companies are choosing to integrate it directly with their CRM to improve omnichannel capabilities. In this way, these professionals can bring their data together and avoid creating new silos, which are often a source of problems.
CRM integration is ideal for developing an effective omnichannel strategy, as it gives you 360° visibility at all times. Agents, meanwhile, can easily access the information they need, without ever having to change their interface.
Adopting an omnichannel strategy in a contact centre offers many advantages, but it also presents some challenges. For a successful transition, it is therefore important to identify them clearly to ensure they remain under control.
Faced with the range of channels, contact centres must first of all coordinate their efforts to successfully manage their omnichannel approach. From phone to email, consistency is essential. To achieve this, a good level of organisation is an advantage, along with appropriate human and financial resources.
We also know that the arrival of new channels and the process of getting to grips with them can be fraught with difficulties. Social networks, chatbots… Some agents simply don’t know how to use them. Training is sometimes required to resolve this problem.
The multiplication and fragmentation of communication channels can also increase siloing, a phenomenon that should be avoided within companies. Vigilance is therefore required for an omnichannel approach!
