Many brands nowadays embrace a multichannel approach to customer engagement. However, merely being present on multiple channels does not ensure great customer experiences, as some channels are often not optimized for meaningful content or lack the consistent agent support customers look for. In this regard, the distinction between multichannel and omnichannel is significant: omnichannel customer service stands for true, consistent optimization across all brand channels. Here are five ways to deliver optimum omnichannel customer service for long-term brand loyalty.
Be present and engaged on all brand channels. Any channel your brand is present on must show active customer engagement. For example, the company website should be optimized to feature current events such as new products or services and promotional offers, while social media channels may also be updated to reflect such information. As for customer service, agents need to be specifically trained for the channels they are active on, offering thorough, real-time omnichannel customer service that keeps up with the volume of customer inquiries. This may include swift replies and proactive engagement on social media, prioritized callbacks on the voice channel when call volume is high, and post-contact surveys on email or SMS after a service interaction.
Save customers time. Brands may save customers time through a combination of optimized practices and advanced contact center technologies. CRM software is ideal for centralizing customer data and thus enhancing agent efficiency across departments. This is especially beneficial when agents decide to switch channels or need to transfer departments in the middle of a service or sales interaction for more in-depth assistance. In addition, various technologies may offer timesaving benefits for customers. IVR menus drive self-service by connecting customers quickly to the most appropriate agent or pertinent information needed. Live chat options let customers know that an agent is there to assist them when help is needed most, while a prioritized callback system can eliminate hold time by contacting a customer when an agent becomes available.
Take customer feedback seriously. A close analysis of customer feedback across all channels is essential to providing great omnichannel customer service. For example, periodic and post-contact surveys may be sent on preferred customer channels to better understand their needs. In addition, analytical tools may be used to understand informal feedback customers are providing. Social listening tools may collect informal feedback across social media channels to better understand customer conversations around your brand. In addition, analyzing customer web behavior can help identify most popular or problematic content for web optimization purposes.
Be consistent with brand content and image. Your brand should be easily identifiable, no matter what the channel. Brand logos, color schemes, terminology, and even fonts should be clear and consistent to ensure that customers recognize and understand your brand at all times. The same is important for brand content, whether it be informational or promotional in nature. For example, product and service information and FAQs should be consistent on the web, the mobile version, and the app your brand may offer. For promotional offers, it’s best to engage customers on their preferred channel but nonetheless provide the same information they might find elsewhere. Whether the customer receives an email, social media message, or SMS, he or she should receive a quality experience with accurate and consistent information.
Create user-friendly experiences. Perhaps the most important aspect of great omnichannel customer service is giving customers a user-friendly and empowering experience. For example, information should be easy to find on your brand website, SMS offers should have easy opt out options, and promotional emails should offer simple checkout codes, just to name a few. In addition to offering IVR menus and prioritized callbacks, make the mobile experience an optimized one. The mobile version of the brand website should be as functional and user-friendly as the web version, or a separate app may be offered altogether. Offering easy click-to-call buttons and one-click checkout also makes it easier for customers to ask for service or make purchases on the go and in-store.
The difference between multichannel and omnichannel customer service lies in optimization. The more customers are engaged across all channels by skilled employees using the most advanced contact center technologies, the greater the customer experience and chance for long-term loyalty. Learn about Vocalcom contact center software solutions for delivering great omnichannel customer experiences.
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