As a business competing in an increasingly digital world, it can be very tempting to develop digital products and services using the latest technology available. While this may seem like the best way to stay one step ahead of the competition, it can be a recipe for failure, if the customer support basics are not already being executed effectively.
Over the next few weeks I’ll be writing a three part series on how digital trends are changing the customer support landscape. Today, I’ll be looking at the importance of building an omni-channel experience across the entire customer journey.
What Does Omni-Channel Mean?
Omni-channel isn’t just about selling products and services through multiple channels; it’s also about building a seamless experience across digital and offline channels with the customer, rather than the company, at its centre.
In today’s market consumers are demanding a consistent experience across multiple channels. They are not interested in an organisation’s channel structure, but rather the ability to transition between channels based on their needs at different touch points.
As a result, there is no room for disconnected customer journeys, unresponsive social media accounts and unhelpful customer service such as, “I’m sorry but I can’t help you, as you purchased the product online”.
Consumers Are Already Expecting an Omni-Channel Experience
Stats released in September by comScore paint an interesting picture of how digital audiences in the UK are choosing to interact with brands:
· Desktop only audience: 23%
· Mobile only audience: 5%
· Multi-platform audience: 72%
With almost three quarters of the market utilising multiple platforms to discover brands, engage with products and receive support, it’s hard to ignore the importance of delivering a positive omni-channel experience.
An Omni-Channel Experience Needs to Consider Customer Support
When designing an omni-channel experience the focus is typically on the sales process and how customers can buy products and services easily through multiple channels. However, it’s important to ensure that the customer experience doesn’t falter when it comes to support.
From a support perspective an omni-channel experience doesn’t need to cover all channels. It’s more important to carefully select relevant channels and ensure that customers receive consistent, high quality service.
For effective self-service, all channels will need to be integrated to provide customers with the same information, messaging and experience regardless of the channel that they’re using.
When it comes to customer service delivery via call centres, email, web chat or social media the information provided, response times and service levels will need to be of a consistently high standard.
Part 2
Next week I’ll be taking a closer look at the importance of social media from a customer support perspective, how customers are using it and what it means for your business.
Find out how Mobile Conscience can help you http://www.mobileconscience.co.uk/services/