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:
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.
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