Omnichannel on the Rise—And for Good Reason

Omnichannel on the Rise—And for Good Reason

Omnichannel is on the rise.

Organizations are adding new interaction channels for their customers. But adding new channels without integrating them may cause more frustration than satisfaction.

Enter omnichannel. The technology enables contextual customer interaction information to pass between channels (agents or bots) in real-time, while also keeping historical records. The value of omnichannel is that it lets customers journey across channels without having the frustration of repeating the same information at each stop.

Agents also can take a moment to read up on all the previous, related interactions to get to work solving the problem or capitalizing on the opportunity.

The use of omnichannel has increased from 8% in 2016 to 31% in 2019 (see figure below), according to Nemertes’ 2019-20 Intelligent Customer Engagement research study of 518 organizations. Though the growth is impressive, far too few companies are actually use omnichannel—despite the increase in the number of channels in use.

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