Omni-Channel Customer Engagement Article

We can thank Harry Gordon Selfridge for teaching us that “the customer is always right.” Of course, we’ve come a long way since that term was coined back in 1909. While the landscape of customer service has changed drastically over the last century, the heart of the meaning still exists; that businesses will do right by their customers if they maintain a positive experience.

Selfridges in 1909 didn’t have the omni-channel experience, so staff just had to assume that, naturally, the customer is always right. Nowadays, customers have a little more backing power to prove it, even in the face of adversity. The Washington Post highlighted some anecdotal evidence from travel customers; there was the one customer who, when trying to book a suite at a hotel only to be told that there were none available, quickly checked the company’s app and, indeed, there were suites available. This is the omni-channel at work for the customer, and for the businesses that employ these tools, it is good practice to make sure all apps are up to speed with brick and mortar locations.

The omni-channel experience means businesses are using technology to better obtain data and help customers in need. Consumers are now experiencing the power and the promise of converged and rich communication such as instant messaging, video sharing and buddy lists, which have introduced a new user experience. It also means they can self-serve; just as the customer was able to better check hotel inventory, any customer can access data in an instant. These self-servicing tools mean companies can do more in more places, but the caveat is keeping all systems on the literal same page.

Perhaps, then, the omni-channel is one way to give the customer a little more power towards being right. In reality, it’s less about who is right versus who is wrong, and a little bit more about the overall experience.

Incorporating omni-channel tools can help strike a balance between service that is both fair to the company and the customer alike. Just as customers can use all of these new technologies to make or break companies, said companies can use different channels to maintain customer satisfaction and provide unforgettable positive experiences. It can even help avoid mistakes.

The ideal omni-channel customer service operation would have a ‘single customer view’: the ability to track customers and their communications and purchase behavior across channels, giving them more avenues to interact, shop, and do business with you. Right or wrong, the power lies with both the customer and the corporation. Are you making it work for your business?