Omnichannel is a cross-channel content strategy used to improve customer experience and push for better relationships across all possible channels, including digital media, point-of-sale, and physical and online experiences.
Having multiple channels to interact with the customers is the norm for around a decade with many businesses. Statistics illustrate that, customers who interact with the business through more than one channel are more likely to repeat customers resulting from increased customer satisfaction.
Getting connected to all the touchpoints of customer interaction can improve customer’s interaction experience with your organization and increase sales. Let’s have a look at how an omnichannel customer experience brings a change in any organization.
Why is an Omnichannel customer experience necessary for an organization?
Omnichannel customer experience is vital in today’s marketing strategies as it improves the customer’s experience with the brand, which itself increases leads and sales.
According to Harvard Business review, omnichannel customers spend more than single-channel customers, on average spending 4% more in-store and 10% more online.
Building omnichannel can be an excellent way to expand customer service for small and medium sized enterprises. As the technology is now well within reach, a supportive and well-built omnichannel can be the foundation on which a superlative customer experience is built.
How does an omnichannel customer experience solutions create more valuable customers?
Personal Experience: Omnichannel not only allows the customers to interact with your business through their favorite mode, but also use the same methods to meet their personal needs. It integrates the different communication channels that businesses use to communicate with customers. This approach makes the best use of customers’ perspectives & interests and optimize the consistency of the company’s marketing messages.
Loyalty: According to analysts, the dissatisfaction in customer service due to delay in responding on time can bring down the company’s market share by 20% over two-year period. In fact, 67% of customers mentioned bad experience as the main reason to switch loyalties. This is where we enter with our omnichannel solution powered by Pegasystems.
The involvement of AI in Omnichannel
The involvement of AI in an omnichannel opens several paths where the customers can get the kind of service they are looking for, precisely without an agent involved. Creating a particular type of inquiries through these channels can decrease the time of resolution in queries and reduce the volume of interactions your agents/associates must handle.
Artificial Intelligence in Omnichannel marketing provides a 360-degree view of customers to make the service as seamless as possible. AI thrives on data. The more data you have, the better it is useful in omnichannel client experience. Data unification in AI creates a single customer view that enables a business to know what its customers want before they do. It adapts to the interactions that have taken place and predicts future needs.
Overall, omnichannel with AI creates a win-win situation where the customers receive the solution, they expect through the channel they prefer. Agents, on the other side, can put their focus and energy on the customers who seek manual assistance.
Challenges with Customer Experience
Providing customer-service with multiple channels can be an excellent way to expand the service coverage. It is good to create a seamless experience for customers, irrespective of their choice of the channel, but here are some of the challenges in having a multiple channel strategy for small and medium sized businesses:
Modernized customer service: Agents/Associates are one of the greatest assets for any organization. But that doesn’t mean that the agents need to handle every customer inquiry that comes across every channel in the omnichannel setup. Any channel can lead to a resolution and sometimes quicker than a traditional call into the digital world’s contact center.
Integrating new channels: Determining acceptable service levels is imperative in customer service. Figuring out the number of web chats or email exchanges that are expected to handle keeps the agents prepared with the information available.
Staying within the budget: No company wants to pay more than what is required for a customer service center. Tracking the budget can be tricky sometimes. A single vendor with a fixed monthly subscription can cover all the channels can be cost saving compared with having a vendor for each service.
Achieving a single customer view with Pega Omnichannel
Today’s customers expect the service from any organization to be quick and easy irrespective of the channel. It is hard to satisfy these demands for a large organization where the customers regularly switch between more channels.
With EvonSys’ Pega Omnichannel, the companies can understand the customer data like never before; you can predict their intent using behavioral, transactional and historical data. You can also identify the important phases in their customer journey and recommend next best actions reducing customer effort.
The customers can seamlessly transition from shopping online store on a desktop or on a mobile device, to a phone; the experience will be seamless. This fosters the customer experience into a greater sense of familiarity and relationship with the brand by creating a positive, proactive omnichannel customer experience.
EvonSys case study on Pega’s Omnichannel Customer Experience
Here is a real-world case study: an organization utilizing omnichannel strategies to boost customer service use – with spectacular results. The key here is thinking in terms of customer journeys that matter.
In this case study, you will find a detailed description of one such journey, giving a glimpse of this newly emerged marketing art powered by Pega.
Download the Pega Omnichannel customer case study to know how a religious organization envisioned their followers receive a seamless experience across channels, and desired to deliver their message to the right channel at the right time.
About the author : Punna
Punna Parmasivan is CTO and Co-Founder of Evonsys. He is responsible for bringing innovation using the latest technology and tools. led BPM implementations in banking, insurance, and healthcare.