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Omni-Channel Customer Engagement Article

What Not to Ignore When Crafting Omni-Channel Customer Engagement

October 17, 2016



The trend toward omni-channel customer engagement is an interesting one in that many a company is still struggling to identify the right strategy. They understand that customers are using different channels to interact, but they don’t fully understand that the expectation around these channels is in more than just their availability, but rather in the experience as a whole.


Today, companies have the ability to study data and analytics like never before. The amount of information available is staggering, often forcing those in the analysis position to pick and choose between the data points they can take action on and those that will have to wait for a future implementation.

Still, according to a recent blog by omni-channel customer engagement solutions company Aspect (News - Alert), the potential for the optimal experience does exist. Companies just have to get the thinking straight, first. And according to the current school of thought, that means delivering a personalized customer experience consistently across all points of interaction, understanding the next best action to achieve enterprise goals and understanding the preferences and information needs of the customer to ensure proactive tactics.

The best way to put these thoughts into action is to understand that customer journey analytics has the potential to yield significant benefits. A recent study by McKinsey found that customer journeys tend to be 30 to 40 percent more predictive of customer satisfaction and churn than data that is collected from individual customer touchpoints. When paying attention to the right information, companies can make better decisions about how their customers expect to be treated.

Still, it’s important that companies don’t get lost in this new way of thinking and forget there is value in tracking the history of customer interactions. According to Aspect, this approach ignores the opportunity to apply better management of the agent workforce that still makes up roughly 70 percent of the cost in most contact center operations. The impact of predictable timing according to historical statistics in the workforce management system cannot be overstated.

As valuable as information can be on the analytics side, so too can the agent’s involvement in the interaction at every touchpoint. Consider that in the McKinsey study, 45 percent of customers who initiated a webchat ended up calling the contact center. The study also found that 23 percent of customers who abandoned the web registration ultimately called an agent. The key point – there is the potential for significant synergy between customer journey data and workforce management. When this is achieved, the ultimate omni-channel customer engagement experience is created. 




Edited by Maurice Nagle
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