Today’s customers expect businesses to provide help whenever and wherever they need it, whether they’re on their phone, chatting online, or browsing through a knowledge base. That’s where omnichannel customer service comes in.
What is omnichannel customer service?
Omnichannel customer service is all about creating a smooth and seamless experience for customers across multiple communication channels—whether that’s over the phone, through social media, via email, or through a live chat. The idea is to meet customers on their terms, giving them the flexibility to switch between channels without having to repeat their issues. By unifying all these channels into one cohesive system, businesses can provide consistent support no matter where the conversation starts or ends.
This approach is essential to enterprises who want to stay competitive. Customers today expect businesses to be ready to engage with them across their preferred platforms—and failing to do so can cost you both satisfaction and loyalty.
Benefits of omnichannel customer service
When done right, omnichannel customer service brings a host of benefits, including:
- Improved customer satisfaction and loyalty: Providing a seamless experience across channels boosts customer satisfaction, which naturally leads to increased loyalty.
- Cost efficiency: By streamlining customer service processes and using data-driven tools, companies can reduce support costs by up to 30%. Plus, customer satisfaction tends to improve by 19%, which is a win-win.
- Personalized experiences: Leveraging customer data allows for personalized interactions, leading to higher engagement and stronger brand loyalty.
With omnichannel customer service, everything from email to live chat flows smoothly, reducing frustration and building better customer relationships.
Read: Why omnichannel is key to success
Creating an omnichannel customer service strategy
Developing a solid omnichannel strategy doesn’t happen overnight. It takes planning and the right tools to deliver that seamless experience. Here are a few steps to get you started:
- Identify key transition scenarios: Understand how your customers move between channels. For example, do they start with a chatbot but then switch to a phone call for more complex issues? By mapping these transitions, you can create a more tailored experience.
- Focus on privacy and data: Customer data is central to providing personalized service, so make sure to prioritize security and privacy. Evaluate your current capabilities to ensure you’re safeguarding customer information while optimizing service.
- Map the customer journey: Analyze the entire customer journey, looking for pain points and areas where improvements can be made. Using tools like CRM (Customer Relationship Management) and CXM (Customer Experience Management) systems will help centralize this data and make the process easier. Check out our post on customer journey mapping best practices here.
- Leverage robust technologies: The right tech stack can ensure personalized, seamless interactions across channels. Invest in the right technologies to make the process smooth for both customers and agents. Glance’s Guided CX platform integrates with your existing technology and makes transitions seamless for both agents and customers.
Key channels for omnichannel customer support
When you’re implementing an omnichannel strategy, it’s important to consider all the ways customers may reach out. Some of the most common channels include:
- Phone calls
- Online interactions (web forms, portals)
- Digital channels (apps, social media)
- Live chat
- Video calls
- Forums
- Self-service knowledge bases
Each of these channels should be optimized to provide quick, reliable, and consistent support. Customers expect the same level of service whether they’re emailing you or chatting in real-time.
Best practices for omnichannel customer support
To make your omnichannel strategy successful, here are a few best practices to follow:
- Respond quickly: Timely responses are key, regardless of the channel.
- Consistency is key: Ensure your messaging is aligned across all platforms so that customers have a consistent experience.
- Leverage AI: Use AI to help analyze customer interactions, spot trends, and even resolve simple queries with virtual agents.
- Integrate communication tools: Seamlessly connecting communication tools like Glance’s Guided CX and cloud technology ensures smoother customer interactions and better data flow between channels.
Technology for omnichannel customer support
There’s no shortage of technology that can help you execute an omnichannel customer service strategy. Some must-haves include:
- Unified customer experience management platforms: These systems bring all your customer data into one place, making it easier to provide personalized service.
- CRM and CXM Tools: Customer relationship management tools help streamline interactions and manage customer data.
- AI-powered software: AI can help you analyze conversations, automate responses, and personalize customer interactions.
- Cloud technology: Cloud-based solutions allow for better data storage and access, ensuring that agents have everything they need to support customers.
- Guided CX: Guided CX technology like co-browsing and video support can provide a personal, human-to-human experience whether your customer is online or on your mobile app.
Implementing an omnichannel customer service strategy
The key to a successful omnichannel approach lies in treating all customers equally, no matter the channel. Consistency in messaging and responsiveness builds trust and loyalty. Integrating your communication tools and prioritizing customer feedback will ensure you’re constantly refining and improving your strategy.
Measuring success with omnichannel customer support
How do you know if your omnichannel strategy is working? Start by tracking essential customer service KPIs like:
- Net Promoter Score (NPS)
- Customer Retention Rate
- Number of Touchpoints
Measure these metrics regularly to identify areas for improvement and monitor team performance.
Overcoming challenges in omnichannel customer support
Of course, omnichannel support comes with its challenges, such as:
- Coordinating multiple channels: Managing multiple channels effectively can be complex, but with the right tools, it becomes manageable.
- Ensuring data security: Make sure your customers’ data is secure, especially when it's shared across different platforms.
- Seamless transitions: Ensure customers can easily transition between digital and physical support channels without frustration.
- Robotic experiences: With chatbots and technology leading the way, customers can become frustrated when they’re unable to get one-on-one, human support when they need it. You can save the omnichannel experience with human experience (HX).
Real-world examples of omnichannel customer service
When it comes to omnichannel customer service, who’s nailing it? Here are a few best-in-class examples:
- Accenture, a leading professional services company, has implemented an omnichannel strategy that provides personalized, seamless support for its clients worldwide.
- Honda has embraced omnichannel customer service with the help of Sprinklr, a unified technology solution that enhances customer experiences across multiple channels.
- Home Depot and Zendesk leverage AI, augmented reality, and chatbots to deliver timely, personalized support that enhances customer engagement.
- Carvana and Blue Apron ensure a seamless customer experience by integrating systems for order tracking, customer profiles, and communication, keeping everything aligned and in sync.
The future of omnichannel customer service strategy
As technology continues to advance, so will omnichannel customer service. AI and automation will become more prevalent, and customer expectations will continue to rise. Businesses will need to remain agile, continuously refining their strategies based on customer feedback to stay ahead.
By mastering omnichannel customer care, you’ll not only meet customer expectations but also build stronger, more loyal relationships that stand the test of time.
