Customer expectations have never been higher. We are living in an omni-channeled, constantly-connected and instantly-gratified world where customers want better value out of the brands they choose to do business with. And, in today’s multi-faceted, digital world, the way customers communicate is all-encompassing – email, voice, text, TV, social media, website. There are countless ways to engage and interact today.
However, customers don’t think in terms of communications channels. They simply want an answer to their question or a solution to their issue. They may reach out via voice, through your website or app, or through your social media platforms – and not always consistently. On top of that, as mobile is now king, the lines between channels can start to blur.
If you’re only able to see your customer conversations in silos, then you’re unable to have a complete view of all interactions. Being able to connect all of the dots is crucial for successful customer experiences. You need to have access to each and every customer’s communications preferences, behaviors and context to take into account every interaction on every channel. You want your customers to be able to connect with your brand via all of your communications channels, and have the ability to pick up where they left off on one channel and continue the conversation on another.
Once you are able to engage with your customers via all channels, you’ll be able to pin-point the channel that’s optimal for each point in the journey for each type of customer – at the optimum time. Truly customer-centric brands expect their customers to jump from one channel to another, be it digital or physical. But jumping channels needs to be 100% on the customer’s terms, not yours. Every time you interact with your customers, through any channel, you have the opportunity to extend the relationships and deliver value.
Are you able to provide your customers an omni-channel experience?