What is Omni-Channel Customer Service Experience?

Omni-Channel Customer Service Overview

Customers now expect to receive service from your organization on the channel of their choice, which might be voice, email, SMS/text, web, mobile or social media. Companies are beginning to provide service on all of these channels – but too often, those channels may exist in silos. This multi-channel service can be taken to the next level with an omni-channel solution that integrates channels to provide a consistent customer experience.

What is Omni-Channel Customer Self-Service?

Customers don’t think in terms of channels – they think in terms of finding an answer to their question or a solution to their problem. They may reach out to your contact center via voice, your mobile website or over a social media channel like Twitter. As more consumers adopt mobile devices, the lines between channels can blur – and customer expectations for ease of starting a support conversation in one channel, then continuing in another, become even higher.

Where multi-channel self-service may have served the customer on more than one channel, it may not have integrated those channels; for example, a bank customer might be able to check their account balance, and transfer funds via text message in a dialog very similar to how they would perform the same tasks via IVR or mobile web.

Omni-channel self-service empowers the customer to start a customer support activity in one channel, and seamlessly transition to another.  A conversation that begins on Twitter can be continued via text message or phone call with all of the relevant context preserved across channels. Omni-channel solutions don’t require implementing every possible channel – for example, after a survey of customer preferences, a business may choose to offer voice, SMS and social media as service channels – but an omni-channel solution ensures the service level, responsiveness, and quality of service received on individual channels and across channels would be equally high.

Omni-channel capabilities are particularly relevant in the mobile context – the mobile customer is used to carrying on dialogs via text, voice, social and instant-messaging channels, and having constant access to information. Currently, more than half of all mobile subscribers in the US own a smartphone and 80% of new mobile buyers opt for smartphones, according to Nielsen and Pew Research Center studies. When companies leverage and integrate these channels, the customer then has a seamless experience in the palm of their hand.

Omni-Channel Customer Self-Service and Aspect

As a call center technology leader in providing customer service solutions for mobile self-service, Aspect has deep expertise in thinking about the customer experience in terms of the conversation, not the channel.  Our suite of omnichannel contact center offerings makes us uniquely qualified to integrate self-service solutions and the contact center, allowing companies to seamlessly bridge the gap between self-service and live agents.

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