The world is changing rapidly. What used to be sufficient for supporting customers is no longer enough. 73% of customers are using multiple channels throughout their shopping journey.
It shouldn’t be a surprise, then, that nine out of 10 consumers want an omnichannel experience. And they want brands to deliver seamless service between communication methods. These days, to provide good customer support, you must deliver an omnichannel customer service experience.
What is omnichannel communication?
Omnichannel communication is a multiple channel approach to customer communications. It is distinctive due to its focus on providing an integrated customer experience. And that focus is kept top of mind throughout each and every channel, from email to SMS and calls to social media.
Omnichannel strategies take into account all platforms and devices that customers will use. These insights are translated into an integrated experience for those customers. This is done by aligning messaging, objectives, and design across all channels.
The purpose is to build strong customer relationships. In the process, it also boosts customer loyalty and decreases churn. This is increased by expanding over multiple communication channels and allowing customers to connect with your organization on the channel of their choice.
Most modern businesses put their efforts into multichannel communications. But many fail to ensure a seamless experience and consistent messaging across channels.
What’s the difference between omnichannel and multichannel?
Both of these terms are used a lot, but it can be confusing to understand how they differ.
Multichannel marketing or communication span several different channels. Every channel, though, is separate and independent from the others. They each have their own strategy and goals. The lack of integration can create a confusing and impersonal experience for your customers. This often leaves consumers feeling frustrated.
Omnichannel marketing and communication focus on delivering a consistent, personalized experience for shoppers. One that spreads across all channels and devices. The guiding principle of an omnichannel approach is that it’s shopper-based, not channel-based.
The main goal of omnichannel is to make the customer, user, or shopper experience as easy as possible. That means consistent engagement, no matter what touchpoint is involved.
Source: Garden Connect
What is omnichannel customer service?
omnichannel customer service integrates channels such as:
- Social media
- Phone calls
- Mobile devices
- Instant messaging
- Self-service resources
It creates a unified brand experience that exists on the customer’s own terms. They can switch between multiple channels yet still experience a high quality of service from your support team.
Omnichannel support gives the opportunity to serve buyers in a variety of ways. In ways that are not only convenient and effective but which will boost your brand’s image and credibility.
89% of consumers are frustrated at repeating their questions to multiple customer agents. With an omnichannel experience, they will be able to seamlessly shift between customer support channels and connect with your organization in a way that’s most convenient to them at that moment. And multiple customer service reps will be able to pick up their query without issue.
What is an omnichannel marketing strategy?
Multichannel marketing refers to customer interactions being carried out on various platforms. Customers are using multiple channels, it makes sense to engage them through all options.
As with customer service, an omnichannel approach to marketing seeks to unify and integrate these marketing channels. This is especially important for any ecommerce brand carrying out their business online.
Does CRM support omnichannel?
There is no way you can adequately implement an omnichannel solution without a good CRM system. Once you start supporting multiple channels, it becomes more difficult to manage them efficiently. We know customers expect a seamless experience with brands, but delivering that can be hard.
This is where CRM comes in. Omnichannel CRM is a business process that supports your multiple channel business. It supports the key activities of targeting, acquiring, retaining, understanding and collaborating with your customers.
Consider it as the foundation of your brand’s customer experience strategy. Omnichannel CRM also enables new brand strategies and integrates the latest technologies. That’s not to mention being a treasure trove of customer data.
73% of customers say that being valued is the most important thing that a company can do to provide good service. The key to providing service on the customer’s schedule is a suite of omnichannel solutions. Solutions that cater to preference, convenience, and reduce effort.
All of this builds customer loyalty and retention. The demand for omnichannel is now amplified by the need for perfect execution. An omnichannel CRM solution is the answer. Combining your CRM with an omnichannel approach to marketing will make your communications more powerful.
Why is it important to provide an omnichannel customer experience?
We’ve already discussed that customers now expect an omnichannel experience from their brands. But it’s not only about what consumers want. Businesses that adopt omnichannel strategies also see huge benefits. For example, 91% higher customer retention rates compared to businesses that don’t!
Omnichannel also allows brands to engage with customers in real-time. They can provide both products and support at any time of day. For example, FAQs or knowledge bases make information available to customers whenever they need it. This means businesses are more available and customers are happier.
Benefits of an omnichannel strategy
There are many further benefits of an omnichannel strategy. Some include:
- Better data collection and analysis
- Better brand visibility
- Achieving a higher ROI
- Increased sales
- Giving customer service a personal touch
- Stronger customer engagement
- Better customer retention and loyalty
- Considerably higher customer satisfaction
How to choose customer service software
With an omnichannel approach, it is even more important to get that software right. For one thing, you need to make sure your call center is set up to succeed with multiple channels. Look for cloud-based contact center software. That way you can connect customers with the right agents and solve their problems across channels.
Find solutions that use automation to solve easy problems and make it simple to streamline channels. This will free up time for agents to provide better support for more difficult cases.
A great cloud-based customer service system will also help. It has the ability to monitor all of your communication channels in one place. You can track customer journeys across channels, and share information among your team with ease.
Providing omnichannel support can come with some challenges. But the benefits make it worth putting time and effort into succeeding in this area. Make sure you are available on all channels that are important to your customers, and they’ll thank you for it.
Getting the right software is key to succeeding with an omnichannel strategy. RingCentral Office provides the perfect platform for customer engagement. With the ability to integrate your CRM, reply on any channel, and communicate with your team, it’s ideal for supporting customers no matter where they are. Why not reach out and see what we can do for you?
ClearScope Grade A+
Originally published Jan 08, 2021, updated Dec 30, 2022