omnichannel customer service

An update on how omnichannel customer service has brought benefits to companies.

Omnichannel customer service seeks to centralize and coordinate all customer interactions, regardless of the channel used. It is an option that not only combats long waits to talk to an agent over the phone or being transferred multiple times for a single action but also reduces the workload of agents and operating costs, among other benefits that we will review on this occasion.

The customer service area has been evolving to become an integral experience for several years. Likewise, since 2021 we have been telling in our blog how we have gone from being a traditional call center to a call center that offers more options to users for an experience that is more adapted to their desires and that can better solve their needs.

Benefits of Having Everything in One Place

In omnichannel customer service, the real magic unfolds in creating a seamless customer experience. A Vonage study showed that 63% of people surveyed commented that the main frustrations when contacting customer service are long wait times and having to contact customer service multiple times to resolve an issue.

With an omnichannel contact center, a customer can initiate an inquiry via live chat on your website and, if they choose, call for more details. At each interaction the information will be recorded creating a history so that each new agent interacting with the same customer is fully informed, providing a seamless and personalized experience.

Competitive Advantages of Omnichannel Customer Service

Imagine a customer seeking help through social networks, sharing their concerns, and receiving an immediate and personalized response. Then, when calling the contact center, the agent is already aware of the situation, avoiding repetition and wasted time. The true heart of omnichannel customer service lies in improving the customer experience.

Every interaction becomes an opportunity to delight and positively surprise. A Harvard Business Review study indicates that 81% of users try to solve problems on their own before contacting a customer service agent, while a Microsoft study found that 52% of consumers globally first seek online problem resolution before calling an agent (rising to 63% for Millennials). By offering omnichannel customer service, consumers have more options that respond to their idea of seamless CX.

In addition to strengthening the customer relationship, implementing an omnichannel contact center improves operational efficiency. Centralizing data allows agents to easily access the full history of customer interactions, eliminating the need to repeat information and speeding up time to resolution. This adds speed to care and increases the accuracy and quality of responses.

This cohesion in the customer experience not only improves operational efficiency but also generates clear competitive advantages. According to Softtek, companies that implement omnichannel strategies experience an 89% increase in customer retention compared to those that do not. This strengthened loyalty translates directly into sustainable revenue and a stronger market position.

Tangible Results

The numbers back up the effectiveness of omnichannel customer service. According to Omnisend, companies that have added more than three channels to their campaigns have achieved a 494% higher order rate than those with only one traditional channel. In addition, companies have shown that operational costs have been optimized by up to 30%, as redundancies, long lead times, and resource management are minimized. This is especially true if we consider that, since 2009, the average cost of customer service with an agent has increased by 38%.

Artificial Intelligence Integration for Advanced Omnichannel Customer Service

At the forefront of the omnichannel contact center is the strategic integration of artificial intelligence (AI). Implementing AI-powered chatbots and natural language processing systems adds a layer of efficiency and responsiveness to the customer experience.

These chatbots, trained to understand queries and provide relevant responses, can operate instantaneously across multiple channels. Whether through online chat, social media, or even phone calls, AI ensures continuity of care. This frees agents to address more complex issues that require a human touch.

AI is not just useful for contacting the customer; with it, companies can anticipate consumer needs, create business insights, and offer proactive solutions. This predictive approach not only saves the customer time but also reinforces the company’s image as a leader in innovation and commitment to cutting-edge customer service.

Why Implement an Omnichannel Contact Center?

While we have mentioned all the benefits, before starting an omnichannel strategy, we must consider every demographic characteristic of our consumers; if based on their age, socioeconomic level, and habits, among other factors, we can consider opening new channels of attention.

It is also important to consider whether the new customer service channels fit the business model. For example: a prescription glasses company may have less need for online sales and 24-hour customer service than a bus ticket company.

Finally, once an omnichannel contact center strategy has been implemented, it is important to track which channels are most used, which offer the best return on investment and what are the areas of opportunity.

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