Or how omnichannel experience might become a real nightmare
11/11/2023; 2 min to read;
Customers often change their behaviour of consumption and/or interactions with companies. They switch channels and expect same service, even though seamless, to be delivered everywhere. Customers, especially younger, do not want to start explaining from the beginning or repeat the story several times when they interact with another touchpoint with the company. It is not anymore multichannel, it is already omnichannel experience expected….
However how companies or big corporations can assure that omnichannel experience is something really exist? |
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Do the channels really talk to each other?
In order to deliver omnichannel experience companies have to support this process by well developed and well functioning CRM system which can track the behaviour of clients to such detail so the journey when switching is smooth and seamless.
This is quite difficult part for CX experts and improvement here is linked to (sometimes significant) investment. It also requires strong change management actions so the people working in different channels cooperate and not fight each other.
Quite often we can see how one of the channels transfer traffic to another (i.e. branch network to contact centre) and “benefit“ from the fact that tracing traffic of physical visits is difficult while counting calls is relatively easy.
So very often we also see branch network/stores reports no issues with clients i.e. no queues and short waiting time while in reality customers have completely different feeling about same issues.
So, good companies have to invest is balanced tools for assessing CX in all touch points, in our case channels, in order to balance also the assessment of performance of them and not penalise one and favourite the other.
And those tools have to be operationally managed by independent unit as Customer eXperience Department for example so conclusions to be objective.
Cross channel analysis of experience is very important!
Cross-channel analysis enables a single consolidated view of customer behaviour across various channels by unifying data from various web, mobile, and offline properties. For example, you can use this consolidated view to analyse customer interactions across desktop and mobile to understand customer behaviour and extract insights to optimise digital customer experiences. You can also analyse customer interactions across channels, including digital and offline channels such as support interactions and in-store purchases to better understand and optimise the customer journey.
While for digital channels is more easy to develop and deliver synchrony, I can tell you, even best in CX class companies struggle with physical channel experience as it relays a lot on humans involved. And we all know that achievement of “same standard” service everywhere is quite difficult because of different skills and abilities of people, turnover etc.
Also the issue with the remuneration of the front line. Almost everywhere these staff is in the bottom of the pay table in the company. While on the other side they are the face of the company and they have to be very well prepared for all kind of clients issues meaning to know plenty of details, know at least several systems which companies often use and be able to connect the dots in each client situation. Ah, a lot of requirements, isn’t it?
How to escape from silos?
So, here the Engagement pillar of NPS system have to be applied in full scope. Communication and change management techniques have to by widely delivered so to build mindset of both front line and back office aligned experience and also good collaboration among people working in different channels - from the managers to last employee.
By the way, managing all (physical) channels “under one roof” (i.e. one manager) might be a good solution to escape opposition among channels.
“Days on the field”, “Switching positions for a week”, “Cross–Team Training” and similar activities will support transversal view and cross understanding of each other’s role. And thus better reflect customer experience.
On top on that, very important is to introduce such motivation system so the collaboration to be stimulated in reality not only on the pages of well coloured board presentations.
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