Surveying the Omnichannel Landscape
I recently collaborated on an article with Kustomer to explore some of the benefits and possibilities of omnichannel. One of the benefits is the ability to more completely hear the voice of the customer. Whereas in traditional tools a customer’s email, chat, and phone history might potentially live in three (or more) disparate systems, imagine how powerful it would be to have the complete customer history in one central place. A common practice on many support teams is to search the customer’s history in all of these system to make sure there aren’t duplicate interactions.
Couple this with customer survey data, sentiment prediction that’s fueled by machine learning, and other insights about customer orders, shipments, billing, etc and we’ve made the customer and agent experience better and more efficient. The goal of omnichannel is ultimately to put everything pertaining to each customer and their issue at hand in a central place in a way that makes sense — and it’s exciting to see what different vendors are coming up with.
Also, if you’re looking for some additional listening on the topic of customer experience, check out this recent interview I participated in with Kustomer and my good friend, Nate Brown from the new customer experience Slack community, CX Accelerator.
Director of Customer Experience
Jeremy Watkin is the Director of Customer Experience for FCR. He has more than 17 years of experience as a customer service, customer experience, and contact center professional. He is also the co-founder and regular contributor on Customer Service Life. Jeremy has been recognized many times for his thought leadership. Follow him on Twitter and LinkedIn for more awesome customer service and experience insights.