This is the second part of the blogpost about Omni Channel Strategy. The key point of the past post was that omni is when the company looks at their communication strategy holistically. Otherwise you actually should call it a multi channel strategy. In this post I would like to dig deeper into this idea of a holistic communication strategy with examples.
As mentioned in the earlier post, Scandinavian companies usually settle for multi channel instead of taking the step into omni. This fear of the full step is something I think potentially could give companies more work. Look for example at the most common setup for a multi channel strategy, the voice channel in combination with email. Perhaps companies who use this strategy are hoping that people will email instead of calling. But in most cases is that actually true?
If I need to contact a customer service I wan’t to solve my problem straight away. I do not want to wait multiple days to get the answer to my email. If a company actually are able to deliver good customer service over email then this strategy might be enough.
The problem is that most companies are unable to answer an email within 24 hours. Often the responses you get are also annoyingly lacking of any useful information. That means you have to send another email and hope the response this time will be better. This will take too much of anyones precious time!
So what happens? Since the customer support won’t answer in a timely matter then of course I will call. Even if I didn’t want to! During the call I might solve my problem straight away but I will forget to tell the agent that I also emailed. After a number of hours I receive that email I was waiting for. The worst part for the agents is that they had to put in almost the double amount of work to solve my one problem. The reason is their lack of overview.
A good holistic system for a customer service is the only way to go! As my example before tells you, IT-systems that are well-thought through can be a lifesaver in a customer service environment.
That One System for a Omni Strategy
The last example was bad, but think instead about a hypothetical company that really understands what a good strategy is. A company that knows what to focus on. This company wants their customer service to be their competitive advantage over all their competition. Because they know how many companies that are failing their customers when it comes to service. Even if most companies today claim to be customer centric, or customer focused.
They choose to buy a omni channel system like the CEC solution. Here they can not only have a presence on every channel, they also can arrange their processes so that no matter what kind of interaction that is coming in, your agent will see a notification pop up. Utilising the queuing system like this will include all channels into one process. All your interactions will be collected in one view. By handling this process the right way your agents will be well-informed and prepared to do perform.
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