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When customers encounter your business, they’re reaching one point in a long journey. It’s a meeting of sorts. Let’s say that a consumer sees your brand on your social media account. This is called a “touchpoint.”
Maybe they encounter you again later on when they see one of your PPC ads. That’s another touchpoint. It reminds customers that you exist and are available to discuss their needs.
In the modern world, the more touchpoints a customer has with your business, the better. That’s why businesses now strive for an omnichannel customer support experience.
Instead of confining communication to just one channel – such as Live Chat support – businesses should focus on giving customers as many ways as possible to stay in touch.
1 What Exactly Is an Omnichannel Approach?
Don’t confuse omnichannel with multichannel. There are many locations for your business in the online world: email, social media, PPC ads, organic search, videos, and more. That’s a lot of channels, but they’re all working separately. With an omnichannel approach, there’s an orderly chain of command, and everything links together.
As Forbes points out in their article about superior customer service, customers don’t wait long for anything these days.
They want easy access to your customer support team whenever they need them. To make the most of this approach, don’t lead customers on a treasure hunt only to hide the solution at the end.
1.1 Why Omnichannel Customer Service Works
Customers are just like anyone in the world, looking for answers to problems. Does your business have them?
If so, make sure that customers have an easy way to confirm that your business can provide the answers. Omnichannel customer service delivers several advantages over other types of customer service.
1.2 Omnichannel Customer Support Relieves Stress
The most taxing customer service experiences involve a consumer question that’s causing them stress. Maybe your product didn’t work as advertised. Maybe the content you shared contained inaccurate information.
If a customer becomes stressed, one of the greatest forms of relief is giving them a quick link to an email, a support form, or a social media contact. It immediately lets them know that your business cares. This relieves tension.
1.3 This Approach Helps Teams Collaborate Better
Years ago, retailers like Amazon and Walmart engaged in their omnichannel approaches to delivery and found that this approach tends to generate more cooperation among delivery teams.
The same goes for customer support. When people work together, things are done better. A comfortable, collaborative support team creates a more comfortable customer.
1.4 This Approach Paves the Way for New Data on Customers
When a customer contacts you on social media, you learn more about them. When they email, there’s information there, too. And when they buy from you and write into a Live Chat team for more information about a product, you learn what they think of your business.
Even their negative comments generate new insights that can be used to improve encounters in the future.
By utilizing a variety of channels such as phone, email, chat, social media, and more, companies can gather valuable insights into their customers’ preferences, behavior, and needs.
This data can help companies identify patterns and trends that inform business decisions, such as product development, marketing strategies, and customer service improvements.
Additionally, by integrating customer data from various channels into a centralized database, companies can create a holistic view of their customers and personalize their experiences.
By leveraging customer data, companies can improve customer satisfaction and loyalty and, ultimately, grow their business.
1.5 Stay Away from Negative Omnichannel Strategies
Many things can go wrong with an omnichannel approach, but just as many things can go wrong if a business doesn’t understand this approach well.
Government agencies like the U.S. Postal Service are a good source of information on common omnichannel customer support errors. These common errors include:
- Offering points of contact but failing to respond
- Lack of consistency in a brand’s channels
- Failing to collect good data and analyze it
In 2014, people were analyzing this type of approach to customer service. It’s a form of marketing that blends in with customer service and enhances a brand’s reputation for being high quality and very helpful.
As any business knows, customers buy products or consume content because they need helpful information or plain help.
2. Is Omnichannel Customer Support Right for You?
This type of customer service is right for anyone willing to make it work for them. It has consistent results and brings in illuminating data on customers and potential customers who might have a quick question for your business. It can improve the customer experience overall and boost revenue.
The more ways a customer has to reach your business and get answers, the more confident they’ll be trusting you with their next read, buy, or service request. Just be sure to do the research, train teams, and do it right.