Omni-Channel Customer Engagement Article

Omni-Channel Customer Engagement Founded on Effective Quality Management

April 04, 2016

As companies continue to pursue an omni-channel experience for their customers, they are experiencing varying levels of success. Rather than overhaul the entire customer support process with an eye toward omni-channel support, many are making piecemeal changes, adding processes and solutions that are poorly integrated with one another. The result is a disjointed, frustrating journey for the customer.

The truth is that no company will be successful in providing a great omni-channel customer experience unless it measures efforts and success, and takes steps to correct problems. The only way to measure success is a robust quality monitoring and management solution. This type of all-encompassing QM solution simply must accompany any efforts in the omni-channel business area, according to a recent blog post by Aspect’s (News - Alert) Christina Cowell.

“Customer experience is becoming the most important contact center objective, and quality management will continue to be the means for any business to understand impact to experience,” she wrote. “To make matters even more challenging, the traditional voice channel is now joined by email, chat/IM, social and SMS as popular channels for customer service, with most Millennials preferring the non-voice channels.”

So how do you measure success in social media? Or mobile app? Old-fashioned methods of listening to a few voice calls no longer apply. All interactions need to be captured – whether voice or text – and reviewed by trained quality experts. Capturing all the customer interactions across multiple channels will require a powerful quality management solution, and a QM team trained to work across channels.

“Since people are required for scoring there is inherently human subjectivity in the results,” wrote Cowell. “Calibration will help to normalize each evaluator’s scores, driving consistency throughout the organization for scoring and coaching. Analytics tools will help quickly identify successful behavior, poor performers, best practices, trends, and key customer experience details.”

The quality monitoring and management required by omni-channel organizations today will need to have analytics built right in. With tools such as speech analysis, human QM workers can help find problematic calls faster, and they can identify customer trends. Voice recording is critical, but it’s also important to choose a solution that features screen capture for non-voice communications channels. Customer surveying is also important, as it can help improve the voice-of-the-customer data collection that is so critical to process improvement today.

In order to be successful in quality monitoring and management, companies need to know what their goals for success are. First contact resolution is a great way to measure success, but there are other metrics involved, as well. How likely are customers to recommend your company to others? How often are customers sharing your content marketing efforts on social media? How much is each customer contact worth in terms of sales? What percentage of your customers are repeat customers? Identifying your goals for success will help you to focus agent coaching in the right places.

“With a good quality management process in place you should be able to reduce callbacks, identify process improvement opportunities, facilitate actionable employee development, focus employee training efforts, and improve the overall performance of your contact center,” wrote Cowell.

Only then can you go about building an effective omni-channel customer experience. Efforts without a solid measuring stick for success are likely to be wasted. 

Edited by Maurice Nagle
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