60 Percent of SMBs Believe They Have Achieved Omnichannel CX

What’s at the core of a positive customer experience? A rapid, smooth single transaction that doesn’t require additional calls or messaging for starters. But how can companies best ensure these positive first-contact resolution engagements? By ensuring that omnichannel customer experiences are at the foundation of the customer support mission.

A recent study commissioned by omnichannel communications solutions provider Mitto found that most small to medium-sized businesses (SMBs) understand the importance of omnichannel for positive customer experiences (CX) and debunk the myth that only larger enterprises have the resources to deliver these strong experiences. In fact, 59 percent of small businesses believe their CX meets or exceeds that of competing enterprises. While conventional wisdom suggests there is a gap between what brands and there customers believe when it comes to customer service, even if the figure is accurate, it still leaves nearly half of small businesses lagging in omnichannel customer experience.

"SMBs know the importance of positive CX better than anyone and recognize that a brand has limited chances to create these positive experiences before they risk losing the customer completely," said Andrea Giacomini, CEO of Mitto. "While almost half of SMBs are incorporating omnichannel messaging across multiple channels, many are under the incorrect assumption that this technology is out of their reach due to a lack of budget or skill.”

The reality, though, is that there are many affordable omnichannel solutions that can bring SMBs and their customer service to the next level with little ramp-up time needed.

Most SMBs appreciate how critical CX is for a brand; 58 percent say that ensuring a positive CX is a high or top priority for the business. When asked about the biggest drivers for a positive CX, the majority of SMBs point to the implementation of omnichannel messaging. More than two-thirds (68 percent) of SMB leaders say access to this technology is vital and, looking ahead, believe the coming year will demand new communication strategies.

In fact, more than half (55 percent) of SMBs are preparing to incorporate new omnichannel technologies in 2023. For the brands that are not yet planning to integrate omnichannel messaging into the business, a lack of knowledge about the technology (31 percent) or uncertainty regarding which channels to prioritize (28 percent) were disclosed to be the two most common barriers to deploying.

There is no time like the present. If we have learned one thing about customers today, it’s that they have increasingly low tolerance for poor experiences, which should put integrating a true onmichannel experience at the top of ever business’ list of priorities.

Edited by Erik Linask