If a contact center is going to understand how important omnichannel is, to them and their customers, they need to know the benefits of seamless interaction across all channels. Furthermore, it has to be understood that a one-size-fits-all solution will no longer work; it won’t provide a modern, enjoyable customer experience. Everything from antiquated technology to a lack of understanding or concern regarding omnichannel service can get in the way of creating a true omnichannel experience.
1. Not Providing All Departments with a Single View
Every department needs to have a synced, singular view of the customer, no matter what channel they’re on. Just as the different channels need to work together, so do the contact center’s various departments.
2. Not Understanding the Depths of the Customer
In the past, customer buying history was the main – and often, only – important detail to pay attention to and track. Today, omnichannel goes far beyond buying history, looking at what happened before, during and after the buying process. This plays into being able to define what omnichannel means to your specific contact center – it’s not a metric, but instead of way of offering a certain type of customer experience.
3. Poor Technology and Missing System Integrations
Even with the best omnichannel plan in place, contact centers can’t attain their goals if they don’t have a system that supports them.
4. Poor Management Regarding Big Changes
Instating an omnichannel system requires everyone at the contact center to get updated on the new processes. This requires training and education, as well as someone who is going to lead and manage the change.
5. Providing Consistent Service on Varying Channels
It can be incredibly difficult to provide the same level of service when switching from channel to channel. Specific strategies and specialty training have to be in place in order to provide high quality customer service on everything from email and phone calls, which have no communication limits, to something like Twitter, which has a distinct character limit.
While an omnichannel strategy puts the customer first, it requires a lot of setup and management on the backend, in the contact center. While switching to an omnichannel strategy or updating your current one can take some time and effort, ultimately what’s best for the customer is what’s going to be best for the contact center.
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