Four steps to a successful omnichannel transformation.
Define strategy and design principles:
To apply an omnichannel strategy to the service journey, companies need to better understand their customer’s digital behavior and offer the right channels that best align with their interests. These principles will help design service journeys that strike the right balance of speed, transparency, and interaction within each channel
Map service journeys:
The overall goal of mapping the omnichannel customer journey is to create a seamless experience for your customers, no matter what combination of devices they are using. Developing a customer journey strategy begins with mapping the steps the consumer takes. This process can be complex as customers engage with touchpoints across multiple channels due to the increase in the usage of mobile and social channels.
Invest in foundational enablers:
Employers and managers need to design and implement an effective omnichannel strategy that embraces a culture that is customer orientated across the organization. This commitment helps to guide the development of three foundational enablers:
Creating an agile process redesign that empowers customer-care managers and agents to work more effciently to meet business objectives
Ensuring that the workforce has the right service skill sets and a shift in mindset, from one focused on execution to continuous improvement and problem- solving.
For the two above foundations to be successful, they all need to be supported by well-designed and effcient foundational capabilities like an automated work environment that enables performance management and using tools that harness customer data to drive advanced analytics.
Build out IT architecture:
The principles, service journeys, and functional enablers must be supported by an integrated software architecture that can help to deliver a seamless experience either by outsourcing a managed service provider or by ensuring IT internal teams are well equipped. This IT architecture will consist of the following elements:
Using platforms that coordinate all channels used by representatives and manages all incoming requests to ensure representatives gain quick access to a self-service portal and can direct the process for customers. This type of integration platform brings together a customer’s entire contact history and coordinates with the back end.
A self-service portal uses back-end interfaces to handle all requests, synchronizing communication. Data from these interactions are saved in data storage, where it is quickly accessible.
Advanced analytics and new technologies:
Artificial intelligence algorithms based on natural language processing allow companies to promote behaviors to their agents to potentially influence customer satisfaction such as predicting issues before the customer explains the reason for the call or adding a system that can coach an agent to talk slower, or to add