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Omnichannel Accelerates Contact Center Success Factors

Author: Robin Gareiss, President & Founder

As organizations increasingly focus on improving the Digital Customer Experience (DCX), one initiative that is delivering measurable success is the addition of omnichannel capabilities to digital communications channels.

By integrating customer data (transaction history, call notes, channel tracing, etc.) with each digital channel in real-time and historically, companies can reduce customer frustration. When calls are transferred, conversations are escalated from live chat to voice to video, or customers call back about an unresolved issue, all their data, conversations, and actions follow them so the agents have context of previous interactions. The agent or bot can review that history to reduce the customer frustration of repeating the same information over and over again.

In Nemertes’ 2018-19 Digital Customer Experience Research Study of nearly 700 global IT and business leaders, we asked IT leaders for their omnichannel success metrics. In summary, we found the following:

  • Across all success metrics, companies saw a 31% average improvement when they adopted omnichannel in their contact centers. (The success metrics include increased revenue, decreased cost, improvement in customer ratings, increase in customers won/decrease in customers lost, and improvement in agent turnover)
  • They increased the number of customers won by 60%
  • Customer ratings improved by 52%
  • Customers used self-service in 49% more transactions or interactions
  • Improvement in agent turnover rates

Fortunately, IT and business leaders have prioritized DCX initiatives, so budget does exist for these types of initiatives at most organizations. What helps secure the budget, though, is data showing where problems exist and how to resolve them. Analytics tools help demonstrate the need for omnichannel. Once implemented, analytics provide further value by documenting success and pointing out areas of concern.

As organizations continue on their omnichannel paths, a few best practices help improve success. They include using cloud-based platforms, leveraging open APIs, and making sure integration applies not only to the contact center provider’s channels, but also to third parties. Given the interest in artificial intelligence, provider AI roadmaps also are a must-have.

Table of Contents
  • Executive Summary
  • DCX Primer
    • DCX Taxonomy
      • Customer Relationship Management
      • Contact Center
      • Customer Service
      • Customer Engagement Management
      • Customer Satisfaction/Success
  • Digital Customer Frustration
  • Enter Omnichannel
    • Omnichannel Success Metrics
    • Agent Effect
  • Securing the Budget
  • Best Practices
  • Conclusion

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