The premise of an omnichannel contact center is simple yet ambitious: provide a seamless, consistent customer experience across all channels, whether it’s through voice, chat, email, or social media. And it’s clear that consumers expect this level of service:
- 73% of customers say they expect consistent experiences across all channels [Salesforce]
- 89% of customers get frustrated when they have to repeat their issue to multiple representatives [FinancesOnline]
- 77% of customers say it’s important to be able to switch channels seamlessly during a single interaction [Zendesk]
At its core, the omnichannel contact center aims to offer customers a fluid experience, regardless of channel. In an ideal world, a customer could start a conversation via chat, transition to a phone call, and then follow up with an email, all while experiencing a consistent level of service and continuity in conversation. However, the journey from the concept of the omnichannel contact center to effective execution is fraught with challenges.
But it behooves businesses to overcome these obstacles:
- Companies with strong omnichannel customer engagement retain 89% of their customers on average, compared to 33% for companies with weak omnichannel support [FinancesOnline]
- Brands with a top omnichannel customer engagement see a 9.5% yearly increase in annual revenue [Digizunite]
Omnichannel Contact Center Challenges
Despite its clear advantages, implementing a truly omnichannel contact center strategy is far from straightforward. The challenges are multifaceted, encompassing technological integration, data synchronization, staff training, and organizational alignment.
- Technological Hurdles: One of the most significant barriers is the integration of different communication platforms. Many contact centers operate with legacy systems that are not designed for seamless interaction between channels. Upgrading or replacing these systems requires substantial investment and can disrupt existing operations.
- Data Silos and Integration: Consistency in customer experience necessitates that all customer interactions and history are accessible across all channels. However, data often exists in silos, making it difficult to provide a unified view of the customer journey. Integrating these data sources while ensuring accuracy and real-time availability is a complex task.
- Staff Training and Adaptation: Equipping staff to handle multiple channels effectively is another challenge. Each channel demands specific skill sets, and agents must be trained not only in these skills but also in switching seamlessly between channels. This requires ongoing training and adaptation to new technologies and processes.
- Consistency in Service Quality: Maintaining a uniform standard of service across channels is easier said than done. Each channel has its nuances and customer expectations and aligning them to deliver a consistent experience is a tall order.
- Organizational Alignment: Finally, omnichannel support requires a cultural shift within the organization. It demands that departments break out of their silos and work collaboratively towards a common goal. This shift is often the most challenging aspect, as it involves changing long-standing workflows and mindsets.
So, how can contact centers navigate these challenges? Here are some strategies:
- Invest in the Right Technology: Start by choosing technology solutions that are inherently designed for omnichannel support. Look for platforms that offer easy integration with existing systems and can scale as your needs evolve.
- Centralize Data Management: Develop a centralized database that captures customer interactions across all channels. This unified repository is crucial for providing a consistent experience and for gaining insights into customer behaviors and preferences.
- Focus on Training and Development: Invest in comprehensive training programs that equip staff to handle multiple channels. Emphasize the importance of a seamless transition between channels in enhancing customer experience.
- Set Clear Standards and KPIs: Establish clear service standards and key performance indicators (KPIs) that apply across all channels. Regularly monitor these KPIs to ensure consistent service quality.
- Foster a Collaborative Culture: Encourage a culture of collaboration and continuous improvement. Break down departmental barriers and align all teams towards the common goal of exceptional customer service.
The omnichannel dilemma is complex, but not insurmountable. CH Consulting Group helps leaders acknowledge omnichannel challenges and strategically address them, so they can gradually bridge the gap between the ideal and the real to create a truly cohesive customer experience.
In today’s customer-centric world, the effort put into mastering omnichannel support is not just beneficial; it’s essential for staying competitive and relevant. CHCG can help with our suite of customer experience services including CX strategy, best practices, QA and technology.
