Latest News  

Omnichannel: 4 pillars of a purposeful omnichannel customer service strategy

Adapted from a keynote presentation at Cisco's Driving Customer Loyalty in a Digital World event

2016-04-05 22:59:45 - by Michael Ringman, CIO, TELUS International

In the 20 years that I've been in the contact center business, I've been fortunate to witness the industry grow and evolve. You might assume my excitement and passion lies with the innovation in technology, but what I find truly exciting is that in 2016, we finally have top executives across the organization saying that customer service actually matters. In fact, it not only matters, but is critical to a successful omnichannel strategy.

Customer service evolution


The customer journey is no longer a simple process with a clear beginning, middle and end. Thanks to a little thing called the Internet, purchasing any given product now involves online comparisons, reviews, blog posts, tutorials, user guides, and Facebook likes.



Customer service has also evolved, moving beyond just the traditional brick and mortar interactions. Technology has added new levels of engagement, creating a multichannel approach where the customer has access to kiosks, online chat, email, help lines and more.
The challenge is that not all individuals in a multichannel organization are on the same page. There is no unanimous agreement on what constitutes a world-class customer experience, or a clear vision for execution. But this understanding is the basis in a purposeful omnichannel strategy. It's not just about technology but the overall commitment to delivering exceptional customer experiences at all touch points in the customer journey.

Four pillars of building a purposeful omnichannel strategy


A purposeful omnichannel strategy really starts and ends with the customer, focusing on delivering effective experiences in an increasingly connected world. There are four key components in the development of a purposeful omnichannel strategy:

1. Connected – It's the realization that every customer interaction needs to effectively deliver exceptional service through each channel in the business. Whether via chat, email, phone conversation, store front or text, a customer should have a consistently positive experience regardless of the medium. Everything is connected and sharing information across different business units is integral; a simple concept that's difficult to execute.



2. Customer First – This requires an organization-wide realization that the customer is more important than the services or the solutions that your company provides. Of course you need a good product, but without the customer, there is no one to purchase your great product and thus no revenue. The focus needs to shift to the customer profile, loyalty and preferences.



Customer interaction is complex but technology can assist through the design of customer care processes that center on consumer needs and tasks, not channels. Many companies are still using different and disconnected software applications to manage interactions across different mediums. Consolidation allows for the delivery of exceptional customer service through a frictionless experience. Ultimately, agents should be able to conduct a call, chat with a consumer, reply to email and respond to a post on Facebook using one single tool.

3. Outcomes – To quote Steve Jobs: "You've got to start with the customer experience and work back toward the technology." Businesses need to focus on the outcomes to delight customers throughout the customer journey. Omnichannel provides content at every point of the customer journey and customers expect each engagement with an organization to be effective and on their terms.

Customer acquisitions starts right at the beginning of a customer's ‘buying journey', where they will research online or follow on social media to learn more about any given product or service. They will make their buying decision based on pricing, terms and conditions and their interaction with the enterprise thus far.

As they embark on their ‘owning journey', they already have some degree of expectation based on their buying experience. The responsibility is on the organization to then reinforce that they made the right decision through customer support.



With multiple channel options at their fingertips, customers expect a level of service and information as they move them from one step in the journey to the next. We often refer to these steps as "customer moments of truth" because if there is a bad experience at any one of them, the organization could lose the customer, as well as future growth in their business.

4. Business Intelligence – Omnichannel is able to derive a goldmine of actionable information for an organization. Despite our best efforts, we know not every customer interaction is going to be positive, but those moments of truth serve as an important learning opportunity that can drive improvement across the entire company.

Customers matter most


Researcher Bréne Brown said it best: "When you own your story, you get to write the ending." And the same holds true for owning the customer experience. When you know the expected customer outcome – whether it's through Facebook, chat, web, e-commerce, mobile or store front – and have an organization that's aligned with that customer first mentality, you're ensuring a much more enjoyable business outcome for your organization.

Related articles and research:
- TELUS International Europe
- TELUS International


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
Coface opens a regional IT development center in Bucharest and launches recruitment drive for 80 specialists

The Coface Group, expert in credit insurance, will be opening an IT development center in Bucharest at the beginning of April, employing 80 people.

 Read Full article »
CA Technologies acquired Veracode

CA Technologies on Monday announced it's acquiring Veracode, a SaaS-based secure devOps platform provider, for approximately 614 million US dollars in cash. The deal is expected to close in Q1 of fiscal year 20

 Read Full article »
Logicom launched Cloud Marketplace platform in Romania

Logicom, one of the leading distributors of IT solutions and services and Microsoft Cloud Solution provider, announced the launch of Cloud Marketplace platform in Romania.

 Read Full article »
Excelian Luxoft Financial Services strengthens Its APAC presence with the acquisition of derivIT

Luxoft Holding, leading provider of software development services and innovative IT solutions to a global client base, announced that it has entered into a Share Purchase Agreement to acquire derivIT, a Singapo

 Read Full article »
SAP: Only four percent of companies offer customer experience based on contextual data to clients

According to latest findings of business and technology software solutions provider SAP conducted together with CMO Council, only four percent of companies offer real time customer experience based on contextua

 Read Full article »
Manpower: One out of three Romanian companies will hire people in second quarter, 2017

About a third of employers in Romania anticipate an increase of the number of employees in the second quarter of 2017, while only 7 per cent of company representatives foresee a drop of personnel, according to

 Read Full article »
Luxoft depicts top five global trends in software in 2017

According to the latest findings of software and It solutions provider Luxoft, transforming industries and business models within the context of accelerated innovation and strengthened disruptive technologies p

 Read Full article »
Oracle surpasses 9 billion US dollars worth revenues globally

Oracle Corporation announced fiscal 2017 Q3 results with total revenues up to 9.2 billion US dollars, a 2 per cent increase in US dollars and up 3 per cent increase in constant currency, the financial report st

 Read Full article »
Accenture Research: Three critical accelerators to closing the gender pay gap for class of 2020

Women graduating from university in developed markets in 2020 could be the first generation to close the gender pay gap in their professional lifetimes, according to new research from Accenture

 Read Full article »
CA Technologies positioned a leader for identity governance and administration

CA Technologies (NASDAQ:CA) has been positioned by Gartner, Inc., in the Leaders quadrant of the 2017 Gartner Magic Quadrant for Identity Governance and Administration (IGA).

 Read Full article »
 
MOST RECENT VIDEO
 
 
MOST READ ARTICLES
» ROMANIAN OUTSOURCING AWARDS FOR EXCELL...
» Luxoft surged 40 per cent in 2015 – ...
» Exclusive OT print issue: Genpact may ...
» Manpower:Romania has world's third hig...
» SocGen's EBS division to grow 60%, exp...
» Bombardier: from Bucharest subway to t...
» People in Shared Services and Outsourc...
» Omnichannel: 4 pillars of a purposeful...
» Companies such as Endava and Fortech d...
» DB Global Technology: 40 per cent of t...
 
EDITOR CHOICE
TELUS International Europe: More proactive, personalized customer experience, thanks to the Internet of Things (IoT)

Industry research is apt to say we're on the cusp of a future full of "smart" devices — that is, billions of everyday items embedded with wireless internet connectivity

 Read Full article »
Romanian Outsourcing Summit: Focus on the added-value of business shared services in Romania

This year's edition of Romanian Outsourcing Summit joined representatives of the government and top representatives of leading companies operating in the sector of business shared services and related industrie

 Read Full article »
Romanian Outsourcing Summit reaches its third edition

OUTSOURCING TODAY, the integrated communication platform of the business services sector, powered by The Diplomat Bucharest, presents the Third Edition of the ROMANIAN OUTSOURCING SUMMIT on March 23rd 2017, at

 Read Full article »
The most critical Key Performance Indicator (KPI) in social media customer service

Measuring the impact that your social media interactions are having on your business — and your bottom line — can be a tricky endeavor. How can you really identify and quantify whether a particular social m

 Read Full article »
SAP employees to teach programming to scholars in Cluj-Napoca

Ten volunteers working for SAP company together with Cartea Daliei association will organize a Scratch programming teaching club to function at Emil Isac school based in Cluj-Napoca, the company announced.

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events