What are the challenges of omnichannel strategy?

Aug 06, 2019, 76 views

Organizations of the most different industries and ports coexist with various challenges in the implementation of an efficient strategy of customer experience, or customer experience, as the term is known in the market.

The search for personalization of the service, maintenance of the reputation of the brand, increase of customer loyalty and reduction of churn (loss of customers) are the main objectives of the companies to differentiate themselves in the market through the relationship with the client. In these challenges, over the last few years, the theme of multi-channel service has often appeared in both commercial and after-sales areas.

In the last 4 or 5 years, with the explosion of social media and other instant communication tools, organizations have found it difficult to define which service channels they should offer. On the one hand, the new market trend says that everyone should be omnichannel, that is, be on all channels, on the other, not all organizations have efficient tools to offer the same experience at all points of service.

Before attempting to be omnichannel, a careful analysis must be made to combine their experience strategy with the prioritization of the channels of contact they wish to offer, since, to be truly omnichannel, one must ensure that the conversation is fluid and without noise, independent of the channel .

In this context, Loudhouse Research's 2016 study provides important insights to assist organizations in their strategy of implementing customer service channels. This survey, conducted every three years with consumers in Australia, the United Kingdom and the United States, identifies the channels of service most used by the respondents, and allows to map the expectations of the clients with each of the service channels used. The study showed that 47% of the respondents reported having used telephone channels and 40% the email, for example. 

Although phone and email remain among the most used service channels, each edition of the Loudhouse study has a growing number of people who claim to use live chat and Social Networking. In addition, the telephone channel was the one that presented the greatest fall of use in the last two waves. I venture to say that in the next edition of the survey, expected for this year, live chat channels and Social Networks are among the 3rd or 4th most used. These preferences are directly linked to the age group and consumer profile, which has been changing over the years. In the UK should be no different - the Zendesk survey shows that 95% of those who said they use the call center service are considered baby boomers; the e-mail, is the favorite medium of generations Z (58%) and X (57%). Chat is more commonly used among Millennials (61%).

Another factor that is important to consider when designing a customer experience strategy is the expectations of consumers. In e-mail service, according to the British, 79% of customers have an expectation of solution within 12 hours of sending the message. Already in social networks, 81% of customers are willing to wait up to 2 hours for a solution. Lastly, more than 66% of customers who seek telephone service expect immediate resolution of their request.

Natural conclusion of this data is the need for organizations to prepare adequately to meet the expectations of customers when they offer the service in a given channel. Automated messaging channels like Chat Online and Whatsapp have been gaining traction fast. As an advantage, they bring savings in service costs, due to the reduction in the volume of telephone calls and emails, which can reach 55% and higher productivity of agents. Some Chat use cases show excellent customer satisfaction ratings of up to 92%, as well as other gains such as potential increase in conversion rates of up to 29% in e-commerce scenarios.

You must also understand that the same person can use more than one channel, which can result in interaction with more than one agent. For this transition to happen smoothly, the history of each contact must be stored and made available to all caretakers. Being in all channels makes the company multichannel, to be omnicanal you need to take into account the customer experience, no matter how different means of service your company will offer, contact those that happen naturally and without repetitions.

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