I meet with many clients on a daily basis and consistently see the same challenges retail businesses face when it comes to their engagement strategy with their customers. Two of the biggest that stand out are often:

Defining how to best connect with customers. In other words, how do my customers want to engage in communications and collaborate with me?

These days there are many options for connecting with your customers in the contact center. While voice and email interactions still represent a large portion of customer communication, channels such as online chat, social media and video are increasingly becoming preferred channels for many customers.

Understanding their omnichannel strategy. The fact that it is called omni – meaning “all” – really leaves a wide net of options to choose and draw from, so where do I begin?

Let me start with saying that omnichannel brings all customer interaction points together. Customers expect a seamless experience with a company, whether this is online, in person or through a contact center. Knowing how the omnichannel strategy fits into your contact center and developing an approach to integrate all channels together is critical. Omnichannel is all about customer service, so company leaders shouldn’t be focused on the technology behind it, but on serving the customer.

So, with regard to customer interaction, we must ask ourselves the following:

  1. What is the underlying business issue or problem the customer needs to resolve?
  2. What is the most convenient and most effective way for the customer to communicate the issue back to the business?
  3. How does the engagement strategy tie all of this together into a seamless experience for the customer?

As you define the above-mentioned points and understand the customer’s objective, you’ll be able to identify and develop focus to narrow down what your omnichannel strategy can be to meet these needs.   Only then will you be able to give them a consistent experience that is catered to the way your user wants it. We live in an instant gratification and user-centric consumer society, so this expectation must be easily translated to business expectations.

Knowing how the omnichannel strategy fits into your contact center is critical. #cdwsolutionsblog

So, once you define your omnichannel strategy, how do you ensure that you are capturing all of the valuable data provided by those interactions?

With millions of customer interactions, typically only one-to-two percent are analyzed using traditional quality assurance methods.   At sample sizes that small, important trends and key data points with your customer base can be easily missed. Are your brand marketing efforts resonating with your customers? Are your agents missing cross-sell and upsell opportunities? Identifying holes in your data analysis is key to generating revenue for your business.

Also, businesses are increasingly looking for ways they can automate the analysis of customer interaction data. Voice and desktop analytics packages such as the analytics package provided by companies like Calabrio can allow companies to unlock and analyze key data points that have been sitting right in front of them from the get-go. This particular analytics software has helped quite a few of our customers, as well as our relationship with them because it set in motion an analytical approach to customer service

Customer service is in the midst of one of the biggest shift in decades. Organizations are realizing the critical resource they have within the contact center and its impact on their omnichannel strategy. Providing an exceptional customer experience is essential to maintaining your brand, to attaining customer loyalty and to gaining competitive differentiation. Be sure you are ready for your customers however they choose to connect with you.

Interested to learn more about creating an omnichannel experience for your customers? Check out this CDW white paper or BizTech Magazine for more information.

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