Five Tips for a Top Omnichannel Strategy

March 28, 20186min

Let’s talk about unicorns.

Yes, that’s correct…unicorns. Or better still… mermaids and centaurs. Or for that matter, omniagents. Yes, omniagents – the most mythical creature of all. That one contact centre agent with the linguistic ability to be a gifted email writer, snappy Tweeter, capable call agent and vibrant video agent – all at the same time. You’d be correct in thinking they’re not just rare; they’re fictitious. And I’m afraid I would have to agree.

Omnichannel has been a buzzword for a few years now, but in asking agents to do it all, we’re asking for the impossible – omniagents. We’re seeking unicorns. The reality is that contact centres need to evolve into Customer Experience hubs where no one agent is expected to do it all. Instead, specialised agents work together sharing data and insights, often remotely, to provide a more personalised 24-7 Customer Experience.

Here are our top five tips to ensure you’re not relying on a mythical workforce to deliver your omnichannel strategy:

1. Know your customers

Pursuing omnichannel isn’t as simple as adding more channels. You need to understand the profile of your customers and their communications preference; this will change depending on the type of interaction. Too few, or digital-only channels, and you risk isolating segments of your customer base.

Too many channels and you create confusion, not just in the customer journey, but for your teams trying to manage the many and varied complex interactions. It pays to get the balance right.

2. Know your business

This isn’t about offering the longest list of ‘contact us’ options – it’s about offering channels that are a practical fit for the nature of your business. Don’t feel pressured into introducing channels that you don’t need, or that don’t make sense to your operation. For instance, in healthcare, patients aren’t going to contact you to discuss their concerns over Facebook, but webchat or a video call provide secure alternatives.

3. Know your agents

Customer service agents are your brand representatives; their job revolves around that vital first contact resolution. But that doesn’t translate as getting the customer off the phone as quickly as possible. Understanding where your agents shine – their skills or specialism – is a great way to build those personalised, positive customer interactions.

Skills-based routing means that calls are split by agent skills so you can safeguard the Customer Experience. That way your agents won’t find themselves managing things they haven’t been trained to, or handling queries outside their specialism.

4. Be flexible

The words contact centre make you think of a large, centralised building, but that doesn’t have to be the case. Contact centres in the cloud not only offer greater workforce flexibility, but greater flexibility in the operational design of your business. With a distributed approach, your agents can deliver the same level of service from home or elsewhere; securely using any device they choose.

By not tethering your people to a fixed location, it means you operate in a more flexible 24/7 way, accessing specialist agents outside office hours. It also increases the likelihood of finding agents willing to work nights, or split shifts as you can draw from a wider talent pool.

5. See the big picture

For omnichannel to work you need a holistic view of the Customer Experience. While the customer journey might begin on one channel, valuable insight and feedback from the customer is likely taking place on a completely different channel. Help your team to work better together using shared data and insights.

Virtual Contact Centres provide that holistic view – all of your customer conversations in a single stream. Channel tabs show the client/customer interaction for voice, email, SMS, and video. At Sesui Ltd, we’re one of just a handful of cloud communications providers able to provide live reporting, so you can see what’s working well (or isn’t) at any given moment.

Remember…

Forcing your team to be omniagents is tantamount to chasing unicorns. Instead match your channels with the agent – your customers will thank you. If your customers are calling, it’s probably important. Make sure that call gets through.


Manveer Mangat

Manveer Mangat

Manveer Mangat is the Chief Technology Officer at cloud communications firm Sesui Ltd.




Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


CONTACT US

CALL US ANYTIME


UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Editor
Paul Ainsworth
paul@cxm.co.uk

For general inquiries, advertising and partnership information:
aleksandar@awardsinternational.com
Tel: 0207 1932 428

For Masterclass enquiries:
vuk@awardsinternational.com
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN

JOBS IN CUSTOMER SUPPORT

Find a job in customer support with Jobsora


Newsletter


cbd oil: how to take cbd wevape cbd gummies cbd education vaping cbd oil reviews what is cbd weed 60mg cbd green road cbd no thc weed 10mg cbd cbd hemp oil for focus kannaway cbd reviews benefits of cbd oil gummies cbd vape battery definition of science in english cbd il closest spectrum office cbd oil and heart disease motel in melbourne cbd is cbd oil legal in kentucky 2018 chart house review best priced cbd oil weed grow journal cbd for ibd cbd free for all can you use cbd oil in a vape dabbing heart cbd and melanoma cbd oil west palm beach how much thc in cbd oil how much cbd oil per dose hemp stores near me cbd oil smooth cbd spray for sale best cbd online et extracts marijuana drawing specteum customer service will cbd test positive for thc us hemp oil cbd health cvs forest does marijuana thin your blood memory depot reviews cbd oil for degenerative disc disease dr hemp pur 7 cbd oil dosage cbd 3000mg gummies cbd oil with thc for sleep how to take cbd oil reddit cbd oil and ashwagandha amazon cbd oil pain relief terra cbd oil gbb cbd oil cbd or hemp oil for anxiety can you buy medicinal cbd oil online que means what

male enhancement: increasing sex stamina male before and after testosterone drive by sex foreskin photography does wellbutrin increase libido labito definition male impotence drugs erections on demand reviews when to take flomax penis pump work viagra rx best herbs for energy 100 mg viagra price wellbutrin treats generic for levitra reviews of male enhancement pills cock growth animation dr axe erectile dysfunction exercises for your penis turmeric for male enhancement 7 and a half inch dick cock head ring largest flaccid penis natural supplements to increase libido average penis sizes male enhancement growth factor 90 hgh penile growth cialis pills price increase testosterone levels pills male boners sphere labs male enhancement best male orgasm vietnamese dick foods that increase male libido sex onlin depression medicine side effect trouble with erection safest drugs yohimbe herbs obesity quizlet reasons for losing erection does a penis have muscle wet penis does testosterone help sexually how to wash penis teens with huge penis horny sexual viagra and coke testmax nutrition reviews jelqing results photos high t testosterone booster how can i stay hard longer endurolast pills different types of penises how to increase sperm volume vasodilators foods

weight loss: metabolic weight loss essential oils for weight loss recipes oatmeal for weight loss best detox diet pills extreme weight loss before and after wheatgrass for weight loss green tea weight loss pills contrave weight loss stories james brown nfl weight loss best 30 day weight loss plan cla safflower oil weight loss reviews japanese rapid weight loss pills blue white rice weight loss vitamin c for weight loss weight loss detox tea dementia weight loss paleo diet and weight loss phentermine withdrawal vegan weight loss blog lucy griffiths weight loss stretches for weight loss chromium picolinate weight loss reviews successful weight loss programs best weight loss pills cvs weight loss for obesity does b12 help weight loss medical weight loss clinics vitamin d for weight loss does hypnotherapy work for weight loss best weight loss product 2015 how did miley cyrus loss weight popular weight loss diet weight loss centers mn orlistat weight loss pills turmeric for weight loss testimonials patti reilly weight loss weight loss with fasting new weight loss balloon do caffeine pills work for weight loss farenheight diet pills best otc weight loss pills 2018 weight loss camp for teens 10 best weight loss pills weight loss and cholesterol resveratrol weight loss pills cayenne pepper pills for weight loss best weight loss pills sold at gnc weight loss surgery maryland 7 day detox diet pills best loss weight pills where can i buy belviq diet pills nopal cactus weight loss quick weight loss in houston texas super weight loss diet diet formula weight loss best pills to lose weight 2016

vape: non nicotine vape nic salts boundless vape can plane bathrooms detect ecig recen cbd oil vape cartridge vape juice consumption max battery vape pen uwell valyrian 14 ohm coils zippo style vape e cigarette 1521 alton rd high voltage mod vape kits alien wire vape define water vapor vape 200 watts vapor cigs blowing up vape gif vapor hut uniontown pa uwell valyrian rba ecig cough vape ban washington ecig pop can you get in trouble for selling an ecig online what would happen if you drank vape juice ar mech mod clone amazon prime vape juice coils for smok alien uncle junks betty white smok gx350 disassembly eliquid recipes vape battery 510 thread playboy e cigarette matrix high voltage vape does vaping have nicotine smooth vape pen thc vaping death vape shark smok alien specs aspire pegasus mini kit how to clean smok coil vaporizer burning throat buy coil voopoo gold drag 157w kit what is e liquid made of maxx vapor e cigarette tobeco supertank mini uwell crown 2 coil issues minnow shark rda flavor build smok magneto vape nail uwell crown nickel legs lux vape uwell subohmtank uwell soulkeeper voopoo u2 min coil easy way to make vape juice