CX Best Practice - Omni-Channel

 

Omni-Channel Best Practices for Improving CX

Author: Mike Desmarais, Founder & CEO, SQM Group

Mike Desmarais CEO and Founder

Given that at least 20% of customers use two or more contact channels to resolve the same inquiry or problem because of a channel failure, it should be viewed as essential to understand the customer’s multi-channel experience if an organization wants to improve Csat. Of the organizations who are trying to improve the experience for customers who use two or more contact channels to resolve the same inquiry of problem, many of SQM’s clients are using an omni-channel strategy. At its core, an omni-channel practice is a multi-channel customer service approach that provides the customer with an integrated experience to resolve their inquiry or problem. For example, a customer can be shopping online and then decides to phone the call center. With an omni-channel practice, the CSR sees all of the customer’s online information resulting in the customer not having to start their transaction from the beginning and therefore making it a seamless experience. There is much confusion on identifying the differences between multi-channel and omni-channel from a customer experience point of view. Essentially, it comes down to the depth of the integration. However, to help clarify customer experience differences between the contact channel operating practices, SQM has developed the following definitions:

  • Omni-channel – Defined as a customer who had a seamless experience across all contact channels that they used for resolving the same inquiry or problem. Put differently, when a customer used another channel to resolve the same inquiry or problem they were able to pick up from where they left off in the previous channel and, as a result, did not have to start from the beginning.
  • Multi-channel – Defined as a customer who did not have a seamless experience when using multiple channels to resolve the same inquiry or problem. In other words, the customer had to start their interaction from the beginning each time they used another channel to resolve the same inquiry or problem.
  • One contact resolution – Defined as a customer who resolved their inquiry or problem in one contact using one channel.

 

More details can be found in SQM’s book:

One Contact Resolution Book

The purpose of this book, One Contact Resolution 2nd Edition, is to help contact center managers use best practices for improving customer experience.

Available here