Many companies think they have an existing omnichannel approach when in reality they only are offering multi-channel options to their customers. Omnichannel engagement is different from multi-channel engagement in how each channel is managed separately with a different strategy.
An omnichannel approach allows agents to access any information about a customer’s previous interactions on a different channel, expanding the level of service they can provide and improving a customer’s overall experience.
For example, when your customer begins a chat session on your website and then continues that chat into a video session or voice call with your agent, that customer is receiving a more quality, seamless service. With this kind of omnichannel engagement, retailers can improve the speed of service, while offering contextual, helpful, and personalized support.
From an employee engagement angle, an omnichannel approach also has massive benefits. By giving agents all the information available on a customer, they can feel empowered to give informed support and prioritize their tasks through the automation features that eliminate repetitive tasks and solve for simple tickets.
Omnichannel engagement enables companies to also improve their bottom lines and increase customer retention. Marketing teams can ensure their content delivery strategy is successful, as sales teams can convert and nurture customer relationships more effectively, while the operations teams can be more efficient in fulfilling orders.