Using a mobile device, a customer sees a business's post on social media, then likes and saves the post. Later, the customer uses their laptop to check out the product in the post on the business's website. They have a question, so they start an inquiry on the website and continue the conversation over chat on their mobile device. Later in the day, they swing by a physical store and complete a purchase. This sequence of events might sound too complicated, but with omnichannel customer experience (CX), it is smooth and effortless. Omnichannel CX is a widely relevant technology practice that particularly resonates with the Telecom and Media industry. But what is omnichannel customer experience, and how does it benefit the Telecom and Media industry?
This guide demystifies omnichannel customer experience, explains how it works, lists the benefits, and describes how to get started. This guide also takes a close look at omnichannel CX and billing platforms.
What is omnichannel customer experience?
Omnichannel customer experience is a network of individual touch points spread across many channels that allow customers to have a seamless experience with a brand wherever they go. These channels can include physical stores, mobile apps, websites, social media, SMS, email, chatbots, and phone support. The goal is for customers to have a unified experience, regardless of where they interact with the brand.
As far as the Telecom and Media industries are concerned, omnichannel customer experience can transform how customers access their accounts and get service when support is needed. In traditional configurations, customers have to log in to their account through a website that may or may not be optimized for mobile, rifle through FAQs if an issue arises, and wait indefinitely for a response from a customer care agent who may or may not be able to help. With omnichannel customer experience, customers can access their accounts seamlessly across channels, get personalized experiences, choose between a chatbot and live agent for help, and use advanced self-service features effortlessly.
Omnichannel vs. Multichannel Customer Experience
The terms omnichannel and multichannel are often used interchangeably but differ - "multi" means multiple, and "omni" means all. If a company provides a multichannel customer experience, they have numerous siloed channels for sales and support. This resembles the traditional approach to account access and support described above. Each channel likely has its strategy and operations, and customers cannot move seamlessly from one to another. In multichannel customer experience, each channel may provide an excellent, distinct experience, but this is different from omnichannel, where the quality experiences are connected and truly helpful. With omnichannel customer experience, the customer has a cohesive experience across channels throughout their journey. The experience is tailored to their needs at every step of the process.
How does omnichannel CX work?
Omnichannel CX relies upon the collection and integration of data and communication between touchpoints. A customer relationship management (CRM) system gathers and organizes customer data. The CRM integrates with other solutions like an eCommerce platform and content management system (CMS) to create consistent, personalized messaging across all channels and continually gather insights into customer preferences and behaviors. With all systems working together and synchronized in real-time, the customer can have a smooth experience across every touch point.
For instance, if a customer starts a conversation with a chatbot on a website and then calls the support team, the agent can access the chatbot conversation, and the customer does not have to repeat themselves on the call. In this example, an omnichannel customer experience enhances the agent's ability to assist the customer and improves the customer's experience of getting support.
Omnichannel CX and Billing Platforms
To better understand omnichannel CX, let's discuss how it works and why it matters for billing platforms. Historically, customers receive an invoice by mail and then have to log on to one archaic portal to submit a payment or mail in a check. Through omnichannel CX, customers can receive an invoice according to their unique preferences and submit a payment anywhere they engage with the business, whether on the website, in-store, on social media, or over the phone. Once the payment is submitted, the information is reflected in their account across channels.
Benefits of Omnichannel Customer Experience
Here are a few key benefits omnichannel CX provides:
Frictionless Experience - If a customer has to repeat requests or restart their customer journey, they will likely bounce to another brand that offers a smoother experience. To provide a frictionless experience, opt for omnichannel.
Enhanced Understanding - Omnichannel customer journeys provide vast amounts of data that can be used to gain deeper insight into customer's wants, needs, and actions. Companies can use this data to improve offerings and enhance customer satisfaction.
Improved Loyalty - Omnichannel customer experience is the gold standard for CX. Customers who receive a consistent, personalized, and satisfying experience are more likely to make repeat purchases and have strong, positive associations with the business.
Increased Revenue - With omnichannel customer experience, businesses can make the buying journey as
smooth as possible. The easier it is for customers to shop, the more likely they are to do so and the more likely they are to spend more.
Competitive Advantage - Businesses must go the extra mile in a crowded marketplace to set themselves apart. Offering a superior omnichannel experience that is convenient and consistent will attract more customers and facilitate sales.
How to Get Started with Omnichannel Customer Experience
To build an omnichannel customer experience, take the following steps:
- Map the Customer Journey - Chart out where buyers begin, all the touchpoints they visit throughout the process, where they complete purchases, and what happens afterward. Identify any gaps or issues that arise.
- Solicit and Listen to Feedback - Review customer support inquiries, reviews, browsing data, and social media conversations to gain insight into customer's thoughts and concerns. Invite customers to provide feedback and pay close attention to the responses given. Learn how customers want to interact with the business and build an omnichannel experience that caters to their desires.
- Integrate Software Solutions - If the CRM, eCommerce, CMS, and other solutions are separated from one another, it will be difficult, if not impossible, to provide an authentic omnichannel experience. Properly integrate software solutions and deploy the right technology to create a seamless customer experience.
- Train the Teams - Train customer service and sales teams to provide a consistent experience across all channels.
- Invite Customer Feedback - Encourage customers to provide feedback across channels and pay attention to trends in customer support inquiries. Make adjustments to improve the customer experience as needed.
- Monitor and Stay Agile - Continually monitor the omnichannel strategy and outcomes. Adapt the strategy for market changes, trends, and shifting customer needs.
Omnichannel Customer Experience with Encora
Fast-growing tech companies partner with Encora to outsource product development and drive growth. We are deeply expert in the various disciplines, tools, and technologies that power the emerging economy, and this is one of the primary reasons that clients choose Encora over the many strategic alternatives that they have.
Contact us to learn more about omnichannel CX for Telecom and Media industries and beyond.
