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What is an “Omnichannel Experience”?

“Omnichannel Experience” Definition: While a multi-channel experience presents various interaction channels to customers, an omnichannel experience builds on this to present an interconnected interaction experience – pulling together all channels, systems, datapoints, and processes into a singular, unified CX engine.

A multi-channel experience is no longer enough to meet customer needs. Customers today expect their needs to be easily and quickly addressed on whatever channel they choose, while also being able to effortlessly move between channels, interactions, and agents without stops and starts and without needing to re-enter or re-share their information over and over again. This is the omnichannel experience companies of all types and sizes should be delivering today, in order to meet their customers’ expectations.

According to Aberdeen Strategy and Research, businesses that adopt omnichannel strategies see 91% higher year-over-year customer retention rates compared to businesses that don’t.

So how can your company deliver an omnichannel experience? To get started, follow these three baseline strategies:

  • Customer Journey Mapping & Research – Delivering a rounded omnichannel experience that meets your customers’ needs will require an understanding of your current experience delivery - where you are succeeding and where you are needing to make improvements. Start by looking at your contact center data, to see how your customers are behaving, and what they – and your agents – are saying at every stage and touchpoint within each interaction channel.
  • Single-Engine Connectivity – A fluid omnichannel experience delivery can only be achieved by connecting all your contact center systems and data into a single engine that has no breaks or stalls. Unifying all of your contact center channels, tools, and data in this way will also present a more holistic view of your customers’ interactions – expanding your ability to make more data-backed decisions and empowering your business and agents to deliver more curated interaction experiences to every customer.
  • Customer-Centric Data Capabilities – The adoption of more sophisticated data analytics and automation capabilities like conversational AI and machine learning supports your organization’s ability to deliver an experience that is tailored to each individual customer’s unique needs, carrying that personalization and historical interactions across every channel. For example, modern data capabilities can support improved call center experiences and outcomes by automating where and how a caller is directed based on their previous call history and interaction data, versus moving every customer through a predetermined one-size-fits-all journey.

Download VoiceFoundry’s Strategy Guide, How to Energize & Strengthen Customer Interactions in 2022, for more on how to deliver an experience centered around your customers’ needs and expectations.