The future of omnichannel customer experience

To be everywhere. That’s a dream … and it’s a promise of omnichannel.

Companies are always changing, always adapting to the new times and possibilities, and with the arrival of new technologies, especially portable ones, a new omnichannel customer experience became possible. Implementing omnichannel solutions help companies to manage all the channels that they must use to communicate with customers.

What needs to be remembered is that the omnichannel is not exclusive to online. Online and offline experiences can (and should) be complementary. Even the biggest retailer online, Amazon, understood this and has already opened a physical store, with plans to open several more.

The interesting fact is that the omnichannel retail customers spent an average of 4% more on every shopping occasion in-store, and 10% more online than single-channel customers, according to latest research. Also customers who use 4 channels or more spent 9% more in the store, on average, when compared to those who used just one channel. The conclusion is that the more channels customer is using, the more he/she would spend.

If you are still wondering how important establishing an omnichannel customer experience is, take a look at some statistics from a recent study in to the traits of omnichannel campaigns:

  • – 20% of customers have used their phone to find or redeem coupons and/or lookup product information while in a physical store.
  • – Personalized mobile promotions increase sales: the customer is more likely to make an in-store purchase if they can access rewards or promotions via their mobile. A significant portion of customers are interested in accessing such resources on a digital wallet.
  • – 52% of companies are monitoring social media. 42% are adding SKUs 36% are enhancing eCommerce sites, or are currently implementing these initiatives.
  • – Companies are farther behind on improving inventory visibility. To these end, about one-third have identified equipping in-store employees with mobile apps to access inventory + other initiatives to provide cross-channel inventory visibility, among their top 3 omnichannel priorities.

The key to omnichannel is a holistic view of the customer, regardless of the channel customers are using.

The Deloitte 2017 global contact center survey found that, in a continued trend, customer experience is driving all business decisions, with the daunting task of meeting the demands of high-touch customers who require speed and accuracy.

The survey polled executives from over 450 contact centers in 16 countries about their current and future priorities over the next two years. Among respondents, more than 80 percent cited improving customer experience as the largest driver of investment, as opposed to 3 percent who are focused on revenue growth. As customer needs for on-demand communications grow, phone dominance continues to decline, so contact centers should embrace omnichannel strategies to interact with their customers.

Our survey results are clear – customer experience-driven, omnichannel engagement strategies are driving the next generation of contact center capabilities,” said Andy Haas, managing director, Deloitte Consulting LLP, and customer operations leader. “Customers are known for their wavering habits, in terms of loyalty and demands. With less than half of respondents expecting to rely on the phone, this signifies an expansion of complexity and contact volume, all at the customer’s convenience. This makes it vital for contact centers to be nimble and adapt at the pace of the customer.”

According to the report, one of the key trends that are expected to influence contact centers in the coming years is Effortless Customer Engagement through Omnichannel. Customers needs are constantly changing, and today, more than ever, customers crave a personalized experience through the channels they prefer. The telephone, once dominant platform, is seeing other channels take its market share (47% expected; down from 64% today). Although this trend has been forecasted, few companies have optimized other channel alternatives such as messaging, chat, and video. These developments have created obstacles for contact center executives whose focus had previously been building operations based on telephone interaction. Now, they should revisit their talent pool, processes, operations, and capabilities to effectively handle the increasing complexities while diversifying their channels.