A look into how customer experience tools are changing how companies interact with their customers

When we look at rivers, most of the time they are a singular stream cohesively moving in the same direction but, the closer you get to the ocean, the more that singular stream will fracture into multiple channels, as seen above. The same is happening in a lot of businesses today. Many still operate under a multi-channel mindset, meaning the information that comes in during a customer’s experience is fractured and separate.

For example, let’s say I’m ordering from my favorite fictitious shoe store, Jack and Jill’s Shoe Emporium. They aren’t a national brand, but they have enough locations to warrant a center to field customer service calls. I’m a regular at Jack and Jill’s. I buy my shoes there. I buy shoes for my whole family. With two dogs, and plenty of kids, well…Shoes tend to get eaten or quickly worn, and need to be replaced often.

Not only am I a regular, I’m a super fan. I followJack and Jill’s Social Media pages, and constantly promote them on my own. But every time I call their hotline for help ordering shoes, it’s like they don’t know who I am. The customer service rep has no visibility of who I am, what orders I have placed in the past, or how often I am tagging them on Facebook and Twitter. To them I’m just another person who is calling for help. Jack and Jill’s operates under a multi-channel mindset. While at the end of the day, all the streams will meet and converge to become a river, they are all separate, which in turn makes the customer feel alienated. Shouldn’t a super-fan be acknowledged for all the support they give to their local shoe store?

What if the customer service agent had complete visibility over my profile, instead? Visibility of my 15 orders over the past year, the tracking numbers for shipments, and the number of times I’ve posted and tagged Jack and Jill’s on social media? How would that change the experience I would have with their customer service agent?

This type of interaction isn’t a fantasy. It exists. It’s called Omni-Channel interaction. What does that mean exactly? It’s defined as a lead nurturing and user engagement approach in which a company gives access to their products, offers, and support services to customers or prospects on all channels, platforms, and devices.

In English, what this means is : When multi-channels operate, using multiple applications can become confusing, and mistakes could happen when communicating with customers. With Omni-Channel Interactions, your agents have all the information at their fingertips right from the start – avoiding all the potential messy situations with other departments.

Here at Dataseti, we have the tools to switch your organization from a multi-channel mindset to an Omni-Channel one. We are experts in customer experience with a portfolio that’s ever-growing.

Are you interested to see what Omni-Channel would look like in your current organization? Contact Us today and help make Multi-Channel a thing of the past!

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