Why True Omni-channel Matters to Cx

If you are in any kind of customer-based business, you’ve probably heard of “omni-channel”. If not – here is the omni-channel definition from a simple google search:

“A multi-channel approach to sales that seeks to provide the customer with a seamless shopping experience.  Whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.”

Anyone who has done banking from an ATM, over the phone, via an iPhone app or on a laptop / tablet rather than going to a bank has used omni-channel service solutions. And I shout, “Hallelujah!” ­

It sure has made my life easier. I pay bills, transfer and deposit funds when I want without having to wait until I can get to the bank.

What then is “true” omni-channel?

Simply put, it’s when every channel, system and interface whom you interact within an organization can help you.  Helping you in whatever, however and whenever way you want – whether you are dealing with a live person or technology or both.

It is only “true” omni-channel when it works correctly and integrates with all departments and product lines.

But I didn’t want to spend my time talking about omni-channel itself, but how this relates to customer experience.

Many companies and industries have launched some level of omni-channel into their customer experience, even if it is as simple as having the ability to order online.  But to be successful at it, you have to understand that it isn’t just the feature, you also have to know what that feature means to your customers.  It is different for each person but it has one thing in common:

A true omni-channel experience is, above all else, reliable and consistent.

It important to guarantee that customers will be pleased regardless of where or how or to whom they interact with.  To ensure that, all information that an organization has on a customer needs to be available to all within the organization and in real-time.  Not in different programs or within different departments, and tough to access or acquire when the data is still relevant.

Grrrrr…

For example:  One of my biggest annoyances is to call a company and have a computer-generated message ask me for my account number.  Only to turnaround and give it AGAIN once I reach a live person.  Evidently, it doesn’t follow the phone call.  Then, why do it?  Because this sort of thing effects Customer Experience.

I know this sounds like I’m ranting but I’m not alone in this.  Your customer’s experience equates to customer satisfaction and that determines whether you have a returning customer or not.

Omni-channel can help solve this problem if it is a true collection AND integration of all existing platforms and information that an organization has available to a customer.

A true omni-channel approach accounts for each platform and device a customer will use to interact with the company. That knowledge is then fed into a business intelligence and analytics platform.  This level of data access and analysis can be used to deliver an integrated, reliable and consistent experience. Companies using this technique align their messaging, goals, objectives, and design across each channel and device.

Because, ultimately, the aim is to develop a long-term, mutually loyal relationship with people.  Ensuring a great customer experience results in returning customers, word of mouth promotion and ultimately, higher sales.

But how?

If you are utilizing single channel or multi-channel strategy – and want to go Omni and don’t know how.  Or you are omni-channel but not integrated, or focused with the Customer Experience.  We can help.  This is what TrueCx does.  Please head over to our Services Page, click on the “Contact Us” button to the right, or head over to our Contact Us page.  We look forward to hearing from you.



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