Meeting the Challenges of Omnichannel Customer Experience Requires the Marriage of People and Technology

By Chris Ezekiel, Founder & CEO, Creative Virtual

I have yet to have anyone involved with customer service and support try to convince me that providing successful omnichannel customer engagement is easy. The fact of the matter is that it can be extremely difficult and full of challenges. Even organisations with the best intentions can struggle without the proper strategy in place.

This was a common theme that ran through CRMXchange’s Tech Tank Roundtable on IVR and Self-Service held on 17 June. All of the presenters agreed that while the technology exists to meet these challenges, very few organisations are actually taking advantage of those solutions and providing a true omnichannel experience for customers.

It’s not just about the technology though. In order to successfully meet these customer engagement challenges, you must have a marriage of people and technology. It is the combination of experience, expertise and technology that takes your customer experience to the next level.  Technology alone—no matter how cool or innovative—won’t get the job done without people with the necessary experience and expertise behind it.

CRMXchange’s new webinar series of Tech Tank Roundtables is designed to give attendees an inside look at different technologies through live demonstrations. In my opinion there is nothing more powerful to prove the true capabilities of technology than seeing a live demonstration, so I was thrilled to be able to take part in the online event. As part of my demo, I also shared how the experience and expertise of the Creative Virtual team is integral to the successful development and implementation of our customer engagement solutions. It’s one of the things that sets us apart from many of our competitors in this space.

My thanks to CRMXchange for including me in their first IVR and Self-Service Tech Tank webinar. If you missed the live event, you can request a copy of the recording here.

Image courtesy of iprostocks /

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