{"id":49407,"date":"2018-04-27T09:38:21","date_gmt":"2018-04-27T16:38:21","guid":{"rendered":"\/us\/en\/blog\/omni-digital-channel-dependency-2\/"},"modified":"2025-10-15T07:22:25","modified_gmt":"2025-10-15T14:22:25","slug":"omni-digital-channel-dependency-2","status":"publish","type":"post","link":"\/us\/en\/blog\/omni-digital-channel-dependency-2\/","title":{"rendered":"How Omni-Digital helps reduce channel dependency"},"content":{"rendered":"
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Facebook platforms (Business pages, Messenger<\/a>, and Instagram) innovative features and large user database offer great ways for companies to connect with their customers on their preferred channels<\/b>. As they progressively become available to businesses and develop specific features for them, these platforms are now essential for customer care.<\/p>\n

However, it can be risky to lean only on these third-party channels. To reduce these risks, companies should adopt an omni-digital strategy and develop a presence on multiple channels.<\/p>\n

What are the risks of third-party platforms ?<\/h2>\n

Facebook has recently caused controversy because of the Cambridge Analytica case according to which it would have used for profit the data of 87 million users<\/b><\/a>. The outrage this caused shows that the issue of data confidentiality is becoming one of users\u2019 main concerns.<\/p>\n

Facebook quickly reacted to address this issue and protect its users\u2019 data. The company decided to modify its APIs<\/a> to limit the data accessible to third-party apps. This limitation affects Messenger and Instagram platforms too, on which the APIs were completely restricted for some programmers. As a direct consequence, some companies stopped receiving any messages from these channels<\/b>. Since then, Facebook has been working to better protect user privacy and is progressively reopening its app review process<\/a> to third-party developers.<\/p>\n

This type of situation shows the risks linked to using external platforms, on which companies are dependant but have no influence over. Diversifying the touch points between the company and its customers and turning to omni-digital strategies will limit these risks.<\/p>\n

The importance of omni-digital for a more seamless customer experience<\/h2>\n

Embracing an omni-digital strategy means companies make themselves available on a variety of channels to adapt to the expectations of their customers<\/b> : messaging, email, chat, social media<\/a>, etc\u2026<\/p>\n

Customers now expect to be able to contact a company through channels they choose with no limitations. It is no longer important which means of communication is used, what becomes paramount is that the problem is solved. Companies need to be on the same channels their customers are and need to offer the same quality of service on every channel. This is still a challenge today since 65% of customers <\/a>say they are frustrated by the inconsistency of service quality across channels<\/b>.<\/p>\n

Omni-digital also limits risks in case of interruption<\/b> of the external channel since touch-points are multiplied. For example, if Messenger is no longer accessible, customers will naturally turn towards other channels to exchange with their friends and family : WhatsApp, text message, email. They mimic the same patterns for their customer care expectations.<\/p>\n

If a platform decides to restrict APIs, customers will naturally use other ways of contacting the company. In this scenario, a company that uses only a few channels risks not being available to its customers whereas a company that aims for omni-digital will always be available on another channel. Proprietary channels : vital to tackle the instability Omni-digital highlights the importance of diversifying channels to adapt to customers\u2019 new habits.<\/p>\n

Proprietary channels need to be considered as an addition to external platforms : proprietary as in channels that are controlled by the company. In customer care, proprietary channels usually regroup a chat and a messaging system similar to Messenger, integrated within the brand\u2019s app. There are several advantages to proprietary channels :<\/p>\n