Omni-Channel Customer Engagement Article

The Future of Customer Care

February 05, 2016

If you’re in need of customer service, you have quite a few more options when it comes to getting help that far surpass calling into a call center. The digital age has made it possible for agents and consumers to speak on a variety of levels, from live chat to social media interaction. While voice communications are on a decline, experts agree, it’s about offering service on many levels, including the old ones.

Customer service experts over at Aspect (News - Alert) highlight research from NelsonHall which dictates digital trends across many customer service channels. Between now and 2020, we can expect to see a decrease of voice/IVR use from 87 percent to 65 percent, a spike in social media use from 5 percent to 15 percent, and video chat will go up to 10 percent from 1 percent. While the numbers are based on current trends, it’s obvious that while voice communications is being limited, it’s not entirely out of the picture. It’s about the mulit-channel experience.

Did you know that the multichannel experience means twice as many year-over-year improvements in customer satisfaction compared to peers using only a single channel? Examination findings from Aberdeen (News - Alert) Research have proven this, and so it behooves businesses to start thinking about ditching the single channel solution and move toward a model that incorporates the various methods of communication out there.

Customers today demand higher quality, competitively priced products and improved service while businesses are continually tasked with striking the balance between service quality, efficiency and effectiveness, and revenue generation, cost cutting and profitability.

Implementing a truly all-inclusive customer experience model that utilizes the contact center as the foundation for an omni-channel approach is critical. Integrating everything from online support to tracking customer interaction has proven to be successful and is not just good customer service, but distinguished engagement.

There are a number of touch points where customers can communicate with customer service staff. At each of these, companies have the opportunity to create a positive impression. There’s email, live chat, in-person at a brick and mortar location, and via social media. Of course, businesses should never leave out the telephone, at least not just yet.

While we’re in the age of the savvy digital consumer, not everyone enjoys getting help from a screen. Sometimes the customer needs tried and true human interaction, and incorporating this into a multi-pronged approach will up your chances for a positive customer experience. 

Edited by Maurice Nagle