So many tools claim to give retailers true omni-channel customer service. But few of these tools have the one quality that makes them genuinely ‘omni-channel’. Read on to find out more.
Customer service is one of the few ways your brand can distinguish itself from its competitors. Products and pricing are always closely fought battles, but if your business could take its service to a new level, then you’d keep more customers and capture new sales.
You may have live chat and dynamic content running already, meaning that, in theory, your contact center team is freed up for sales calls rather than technical or service questions (which are instead handled by your automated FAQ system).
Yet despite all of this, customers are still abandoning carts and complaining about having to wait.
And so it seems that these ‘intelligent tools’ aren’t operating intelligently.
The simple reason is fragmentation: each of the intelligent tools fail to talk to one another. Only when you have all channels functioning from the same central decision-making logic can you lay claim to a truly omni-channel online and offline service experience.
In our latest whitepaper, Beyond Intelligent Tools, Now Interact sets out four simple steps to go from a fragmented approach to a cohesive omni-channel contact strategy.
Step 1: Question – Define your objectives
It’s easy to get swept up with the latest tools in a bid to meet targets. But first, take a step back and ask yourself, what are we trying to achieve? What are our KPIs? What do we want the customer experience to be?
Step 2: Assess – Is what you’re doing right now really omni-channel?
‘Omni’ means ‘all, every, the whole, of every kind’. Do your customers really receive a service that seamlessly crosses channels and answers every possible question without delay? If ‘yes’, well done! But it’s likely the answer is ‘no’, and if it is, you need to take action.
Step 3: Select – Choose the right contact channels
In short, the process of selecting which channels are best for the which type of enquiry. Read Now Interact’s whitepaper Beyond Intelligent Tools to see our recommendations.
Step 4: Centralize – Define your contact logic
The final step is to define the logic that determines which channels are offered to which website visitors. There are four types of omni-channel logic: static, full contact, rules, and predictive. To understand each and to choose which best applies to your business, read our whitepaper today.
Your customer service depends thousands of split-second decisions – make sure you have the tools to make the best possible decisions.
For a full investigation of each of the four steps, plus what it means for your business, Now Interact’s whitepaper – Beyond Intelligent Tools – is available to download below.