5 min
An omnichannel contact center integrates all customer service channels, including live chat, email and social network messages, in an experience for agents and users.
In the part of the software that does not interact with the users, but offers different functionalities to the agents, known as back-end, it provides employees with a unified view of the user’s contextual information on all channels, including the complete history of the your interactions with the organization, such as when and why you last contacted customer service and whether they did so by phone or email or other means. For example, the content of the interactions or the products they currently have. Therefore, an omnichannel solution must be able to integrate the data of the entire company’s systems that deal with sales, products, marketing and customer assistance.
In the part of the software that interacts with users, known as front-end, the omnichannel contact center offers the user a satisfactory experience that allows him to move between channels without having to repeat the information, and benefit from a resolute and personalized participation in all the channels throughout the user’s journey.
To effectively fulfill these “promises”, the omnichannel solution must be a single, scalable and integrated system that offers a 360-degree user vision, while allowing the company to communicate with users on all their preferred channels from a same platform.
The Omnichannel Agent Experience
In an omnichannel contact center, the agent already has a certain notion of the user’s intention when selecting a web chat or answering a call. This is because it has a contextual information panel (control panel) about the user and / or because the company has implemented context-based routing in the IVR (telephony technology that allows users to interact with the system attention of the company through configurable voice menus), the support ticket or the web chat system that requires the user to indicate the reason why he contacted the organization. With this information, the agent can offer a better service to the user and with less friction, because the user does not need to repeat the information, even changing the channel. The agent can also easily switch between the numerous interactions of users through different channels on a single interface.
The Omnichannel User Experience
The omnichannel revolution emphasizes the continuity of the user experience, which is not limited to just one product. Brands face the challenge of anticipating what a customer expects within each channel of interaction and in each phase of the user’s journey, since their lifestyle is based on data and is digitally enabled. Users can choose to participate in different channels, but they should never feel like they are talking to a different brand. Omnichannel experiences are always unified.
5 Objectives To Implement An Omnichannel Contact Center
1) Create a 360-degree view of the user to predict and anticipate their needs
Omnichannel capabilities allow the call center to add data from multiple points of contact and assemble a 360-degree view of the user. The 360-degree vision of the user is the idea that the companies obtain a complete view of the users by combining and analyzing qualitative and quantitative data from various points of contact of the user’s journey. To do this, the data must be combined among multiple business systems to show the weak points in the user’s journey, the previous interactions with the user’s support, the products the user has and their browsing habits on their website, among others.
This helps identify where users tend to make more effort and, consequently, design a personalized experience. The more the system knows about the user through multiple interactions, the more the interaction can be personalized. This is also known as context marketing.
2) Unify The Front-end Experience For The Customer
An omnichannel contact center allows users to change channels without having to repeat the information. Because agents have access to the user’s history and preferences, and even possible sales opportunities, users feel they are “picking up a query” and communicating with the same “voice”, even if the conversation started on a channel different. An omnichannel solution also allows call centers to offer service on more channels, such as in instant messaging applications.
3) Unify The Agent’s Desktop Experience
Instead of the agent having to look in a CRM system or other commercial system to obtain sales and product information about a particular user, an omnichannel solution integrates different applications. In this way, the company will know why the interaction takes place and what should be done to solve the problem. For example, a “pop-up screen” run by CRM should not only indicate the agent’s number and the name of the caller, but also contextual information about what products they bought and when and why they last sought support. This way, the company will know why the interaction takes place and what should be done to solve the problem.
4) Unify The Call Center Framework
The omnichannel contact center has access to a panoramic analysis view on all its channels. This allows the company to evaluate how each channel contributes to the conversions, how it is performing and the general feeling of the user in all the channels. In addition, the panorama allows the company to detect the weak points that take place at specific points of contact of the user’s trip or in certain channels, such as comparing the user’s opinion on their voice channel with respect to their web chat. In this case, analytics can show a warning signal that users do not like the bot and prefer to receive live agent service, or vice versa.
5) Create a Consistent And Frictionless Brand Experience
In addition to connecting their contact channels, call center leaders create an omnichannel brand experience. This implies a unified approach to marketing, sales and service. Regardless of where or why the commitment is made, the user enjoys a satisfying and frictionless experience that contains the unique voice and message of the brand.
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