BPA Featured Article

Want a Customer for Life? Think Strong Omni-Channel



By Susan J. Campbell, TMCnet Contributing Editor
October 03, 2016


How do you label your customer care center internally? Is it a call center? Perhaps you refer to it as a customer care center. Or, have you started the transformation to the omni-channel engagement center? For many organizations, the latter is the focus, but getting there is proving to be nothing short of a challenge.



In a market where 3rd party remote call monitoring is the norm to ensure the customer engagement strategy is being executed according to plan, it only makes sense that you would want to create an environment where great customer experiences were generating satisfied customers. The omni-channel center is ideal as companies with a strong strategy retain 89 percent of their customers, compared with 33 percent for brands with a weak approach, according to the Aberdeen (News - Alert) Group.

PricewaterhouseCoopers suggests that by 2020, the demand for the omni-channel customer experience will be magnified by the reality that brands need to perfectly execute on customer requests. To do so, brands need to be up-to-date on customer preferences and even a single poor experience can cost the company a customer. Fortunately, there are ways to prevent this churn. A recent Vocalcomm blog offers some insights into transforming today’s contact center into the ideal omni-channel customer engagement experience.

First, it’s important that the omni-channel approach is not just an afterthought because the competition is looming. Instead, this needs to be a central element of the overall culture. A strategy needs to be built first and then a culture is developed that allows the entire organization to move towards optimal performance with the customer in mind. Agents are hired and trained according to these strategic goals, with collaboration and 3rd party remote call monitoring in place to ensure consistent performance.

Next, make sure you have the necessary technologies in place to support the omni-channel customer engagement experience. Customers have high expectations on how they should be able to access information, complete transactions and conduct other business. If your experience falls short on any channel or fails to deliver the integrated experience, you’re going to see churn increase. Once you’ve identified your strategy and goals, select the right technology and activities to support those initiatives.

Finally, don’t forget how important it is to listen to your customers. While 3rd party remote call monitoring is often used for this purpose, the idea is to capture more than just the words a customer may say on a call. Instead, you should be capturing their entire experience with your brand so they can see the value you bring through personalization and customization. When you’ve nailed these key elements, you’ll keep that customer for life.  




Edited by Alicia Young

Home


Powered by Technology Marketing Corp. © 2020 Copyright. | Ph: (800)-243-6002 (203)-852-6800 Fx: (203)-853-2845 | Contact Us