The Omnichannel Approach to Customer EngagementNovember 13, 2012 By Andrew Kokes
For a long time, customer engagement channels have been viewed as separate and distinct customer interactions. Now we know that successful customer engagement occurs when these channels are seamlessly blended and put into context.
The traditional multichannel strategy is one of control and offering nonintegrated options. The omnichannel perspective is a release of control to the customer, allowing them to choose their channel of choice.
Getting started with an omnichannel strategy
It should be increasingly obvious that a disconnected trial-and-error strategy isn't the best experience for a customer. Some clients suggest their customer demographic is too focused on traditional voice channels of interaction to merit much focus on new and emerging channels of customer service. Yet some of these same customers are noting that over half of their inbound call volume now initiates from a mobile device, and an increasing percentage of those devices are smartphones. A major mobile provider noted that over 81 percent of its smart device cases began with an online search for support. Clearly an appetite for experimentation is in order.
Begin building your omnichannel strategy by taking inventory of the channels you already support. Next, consider all the emerging channels of interaction. Finally, we're living in an increasingly 24/7 society. A true multichannel customer engagement strategy must be consistent across all hours of the day, not just optimized for times of peak volume.
Integrating a self-service channel
The fastest-growing channels of self-service typically have either a mobile or social component — or both! So in addition to managing interactive voice response (IVR) and the web, businesses should ensure that their self-service strategy works across a range of Android and Apple platforms and can integrate with a range of downloadable mobile applications. Another concern involves the rapid proliferation of social channels. While companies have traditionally looked to social channels as a marketing opportunity, the reality is that a fundamental shift in how people communicate is taking place, and we've only scratched the surface on what's possible.
A properly constructed self-service approach starts with the customer in mind and positions itself in front of the customer's desired channels of choice. Today's preferred strategy typically starts by optimizing the online experience and incorporates a robust IVR system for phone interactions. E-commerce tools should be platform agnostic — i.e., they work well on a range of rapidly evolving mobile devices, tablet computers or traditional PCs. The better and more consistent the self-service experience is across platforms and interaction channels, the more likely customers are to embrace self-service en masse.