It's Time for Omnichannel

Contact center management is constantly seeking a silver bullet for customer service success. There is no quick fix, the special sauce is a savvy combination of people, processes and technology, and customer research is highlighting how companies are failing to meet the mark.

In the recently released, 2019 Omnichannel Customer Experience (CX) Benchmark Trend Report, Canam Research discovered that more than 80 percent of us-based contact centers are leveraging one or more channels in addition voice, yet only 22 percent are offering omnichannel interactions.

While 62 percent of respondents describe their contact center as multichannel, it is not enough. In deploying an omnichannel contact center, customers and agents can smoothly traverse from channel to channel as necessary.

Per results the top three industries deploying omnichannel contact centers are consumer services (40%), manufacturing (30%) and business services and technology (25%). While this breakdown isn’t surprising, the lack of widespread adoption of an omnichannel approach is.

"Customers have been wanting seamless omnichannel conversations across all channels for years, yet only 22% of companies are able to offer this effortless customer experience to their customers today," said Ted Hunting, Senior Vice President of Marketing at Bright Pattern. "Silos continue to be the norm and our research reveals that companies are finding it difficult to add emerging digital channels like bots or messengers into their contact centers without creating new silos. The good news is the percentage of companies offering omnichannel customer experiences has more than doubled, largely driven by the adoption of innovative cloud contact center technology."

A true omnichannel experience will seamlessly and contextually engage from channel to channel with the ease of a single interface. Customers demand omnichannel. It’s time to give it to them.

Is your contact center omnichannel?

Edited by Maurice Nagle