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Enhance digital customer experience with an omnichannel approach

Ring Central Blog


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Oct 15, 2020

Using a number of different channels for customer service can create a lot of work for your teams.

Not so long ago, contacting customer service meant making a phone call to resolve a problem with a product or service. While people still make phone calls to resolve customer service problems, many today are just as likely to use texts, social media, live chat through the company’s website, and messaging apps to contact representatives with problems and requests.

Customer service, like so many other aspects of the customer experience, has gone digital.

No longer is it simply enough to staff the phones. Your customers expect, and even demand, an omnichannel customer experience that meets them on the channel of their choice.

Omnichannel: why now?

U.S. companies lose $62 billion annually due to poor customer service and experience. To say that customer experience matters a lot is an understatement, and it’s quickly becoming apparent that an omnichannel approach is a critical part of good customer experience.

That explains why a 2020 PwC report on the subject notes that the number of companies investing in an omnichannel approach to customer service has grown from just 20% in 2010 to 80% in 2020. Further, a 2018 Forrester report commissioned by Adobe found that companies with the strongest omnichannel customer engagement strategies enjoy a 10% year-over-year growth, a 10% increase in average order value, and a 25% increase in close rates.

With omnichannel digital customer service being a given in today’s digital world, the only real question is: What is the best way to do it?

Many customers will now post on social media about their customer experiences with a brand.

How to provide an omnichannel experience

There are two main challenges to providing an omnichannel experience for customers. First, you must be available on all the channels your customers use, no mean feat in today’s complex, connected world. Second, there is the complexity inherent in managing multiple channels. Each channel has its own unique interface and log-in. Multiply that by the number of channels and the number of agents in your contact center, and the enormity of the challenge becomes clear. How can that all be streamlined so that your agents can provide a seamless omnichannel experience?

There are digital tools that integrate all of your communication channels and use machine learning/artificial intelligence to route messages to the appropriate team member right away, without anyone having to triage each message and send it manually to the right place.

Leverage digital engagement platforms

Digital engagement platforms make omnichannel digital customer service both easier and more effective, and a well-designed platform can also identify brand ambassadors and detractors to make the best use of both.

Purpose-built digital engagement platforms also provide analytics that show exactly what’s happening with your digital customer service as a whole so you can easily get a handle on the volume, quality, and substance of your customer service interactions.

RingCentral’s digital engagement platform, Engage Digital, has all of these capabilities and more to help your digital customer service team make the most of an omnichannel approach.

See how RingCentral can help your company provide the best possible omnichannel customer service.
See it now.

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