Many brands these days implement an omnichannel approach, but not all possess a clear strategy. To perfect your customer experiences, it’s necessary to determine in advance how channels should be used, who will manage them, and how they can be tested for efficiency. Here are five essential steps toward optimizing your omnichannel strategy.
Knowing the answers to such questions can help you decide how channels should be used. For example, large call volumes might mean that it’s necessary to implement customer service on faster, more cost-effective channels such as live chat, Facebook, or Twitter. And if customers are most eagerly responding to brand content on social channels, more time should be invested here rather than SMS or email, for example.
If you have amazing service on multiple channels, let your customers know. Keep your channel information updated at all times so that people know how and when to reach you when they search for you online. For example, your website should prominently feature all your channels of service and mention support hours when applicable.
It’s only an omnichannel experience when customers are able to navigate seamlessly. Consider what happens when a customer needs to switch from one channel to another. Will the same agent handle the case? Will the customer have to repeat information? Design an effortless experience that allows the customer to make the switch without losing time. A CRM solution is ideal for keeping customer information centralized and enabling agents to make updates in real-time.
Every channel has its own unique characteristics, so agents must be prepared to master them. For example, live chat and social media will require excellent written communication, whereas the voice channel necessitates an ability to bond with customers using a friendly, approachable tone. Train agents to work well on every channel, and also enable them—whenever possible—to spend more time on the channels that best match their personalities.
To understand if your omnichannel strategy is working, analyze your data. How quickly are cases resolved on each channel? Are customers satisfied after each interaction? In addition to studying your key performance indicators, look closely at your call and written transcripts to determine which keywords reappear. These terms will reveal frequent customer sentiments and enable you to improve your service based on what customers need. The CMO Club points out that 55% of companies have no multichannel strategy in place. Yet, SDL states that 90% of customers expect consistent interactions across all channels. By optimizing your strategy, you will stay ahead of the game and give your customers the service they want.
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