What Is an Omnichannel Customer Experience?

Omnichannel CX with lightbulb and channel icons

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What Is Omnichannel CX?

An omnichannel customer experience refers to a seamless and integrated approach to customer interactions across multiple channels and touchpoints. It aims to provide a consistent and cohesive experience for customers, regardless of the channel or device they use to engage with your business.

Brands typically operate across multiple channels, such as a brick-and-mortar stores, websites, mobile apps, contact centres, social media platforms, and more.

However, these channels often operate in silos, with limited communication or synchronization between them. This fragmented approach often leads to inconsistent information, disjointed experiences, and frustrated customers.

For example, a customer might call your contact centre to ask a question about a bill. After a conversation with one of your agents, they might be asked to provide additional information online or via a mobile app.

After submitting the paperwork, they follow up through live chat to find out if their information has been received.

The problem is, these different channels don’t always talk to each other. So the information the customer shared on the phone, which the service rep wrote down for their own future reference, may not make it onto the mobile app’s records of that same customer.

The customer is faced with a frustrating lack of communication, ends up repeating their information multiple times to multiple people on multiple platforms, and often spends way more time than necessary getting their issue resolved.

In contrast, an omnichannel customer experience seeks to break down these silos and create a unified and synchronized experience across all channels.

With an omnichannel approach, the customer’s information would be synchronized across all of your contact centre’s channels.

That way, the live chat representative, the phone representative, and the social media representative would all have access to the customer’s full online messaging and phone call history.

Any one of your representatives at any time could complete the enquiry seamlessly, regardless of the channel your customer makes contact through.

Thanks to Talkdesk

Author: Robyn Coppell

Published On: 27th Jul 2023
Read more about - Definitions, , ,

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