Why Omni-channel communications are the way to go



Why Omni-channel communications are the way to go
 
Keeping up with customer expectations is what marketing is all about: Meeting them where they are. One of the more important trends in customer communications is the omni-channel communications model. Today’s blog defines the omni-communication model and discusses why it is absolutely necessary for meeting the demands of customers in the digital world.
 
To provide some background, when we talk about channel communications, we are referring to the specific path of communication used to interact with a prospect or customer. For instance, voice ( a.k.a. telephone) is a traditional channel for communicating with a customer. Email is another. It is pretty much a given that businesses now offer more than one channel for communications. Most everyone now offers voice, email and text, just to name a few options. If you offer more than one channel, this is commonly referred to as a multi-communications model.
 
When we talk about omni-channel communications, we are adding a very specific dimension to our communications model. In the omni-channel model, we take a very significant step beyond offering several channels for communication; we offer integration among all of the channels we offer. Instead of a focus solely on the quantity of channels, the intent is to integrate so that the information and customer data accumulated on any one channel is immediately communicated to all the other channels. The goal is that whenever a customer connects on any touchpoint, they pick up right where they left off at the last interaction. Ideally, the channels could be used simultaneously; for example, I talk to customer service while reviewing my order status online or check my shopping cart for an in-stock size or color.
 
Why is this newer approach necessary? Our users now expect an immediate, 24/7 response.
They become impatient and frustrated if they find data provided on one channel hasn't been transferred to the alternate channels. At one time, just having more channels to provide convenience was enough. Today, to meet customer expectations you have to take the next big step and integrate all of those channels or you will leave your customers frustrated, increasing the risk of customer churn.

Comments

Post a Comment

Popular posts from this blog

Outsourcing: an overview

Image
Outsourcing: an overview Outsourcing today simply involves using external entities to handle specific, specialized business functions so that organizations can focus on their core competencies. The idea of seeking outside support for areas that are not core to a business is many decades old. However, seeking support from external providers can make a lot of sense, especially in fields that involve considerable complexity. One example, as human resources becomes increasingly complex practice, especially in areas that involve often complex and arcane laws such as benefits and employment law, many smaller companies are increasingly outsourcing some or all of their HR tasks. IT is another example. Like human resources, IT covers a wide range of specialties, for which no one or two individuals can possibly hope to be fully versed in. As the CEO of a small- to medium-sized firm, or perhaps a line manager, why should you consider outsourcing all or part of the IT function? One immediate rea
Read more

So, what is this “Unified Communications” thing, anyhow?

Image
So, what is this “Unified Communications” thing, anyhow? Have you heard the term unified communications tossed around lately? It seems to be used a lot in IT, telecomm, and work collaboration circles. Unified communications is a newer concept that refers to a conceptual platform where multiple communications channels can join together to increase productivity and facilitate collaboration. Here’s one way to look at it. Imagine that you only own one car. And imagine it is a sporty two seater. And then imagine you decide to invite five of your friends, none of whom are able to drive, out to dinner. This means you would have to pick each one up separately and drive him or her to the restaurant. And of course, one of them lives down an old rough farm road, so you have to drive very slowly so you don’t damage the underside of your expensive little two seater. This scenario is pretty similar to the way we handle business communications today. We aren't able to just throw everyone together
Read more

MSPs save money And you get stuff that matters

Image
MSPs save money. And you get stuff that matters. Outsourcing has become a fairly common element in business processes today. What started off as a means to cut business costs and take advantage of cheaper resources based offshore has now become an essential part of running a business today. (Its definition doesn’t necessarily include offshore outsourcing, of course) This blog looks at two additional areas where IT outsourcing can dramatically improve revenues. In particular, outsourcing can avoid high-fixed costs when you are trying to meet peak demand periods or have 24/7 coverage available. Cost benefits Having an MSP manage your IT infrastructure completely offers tremendous cost savings vis-a-vis having an in-house IT team. When you have FT IT professionals on your payroll, you incur many other HR and training-related costs that come with employing full-time staff. These may include 401(k) expenses, health insurance, paid time-off, etc., which can be avoided by outsourcing your IT
Read more