Biz Branding & Customization Business

5 Strategies to Create Powerful Omnichannel Customer Service in Your Business

The quality or standard of customer service can make or break a business. Since the internet has put a vast wealth of information and access to nearly anything in the hands of anyone with a connected device, people have enhanced their expectations of customer service. They want help, and they’re impatient.

Omnichannel customer service allows you to maintain a high standard of customer service across multiple platforms through multiple modes of communication. The ability to assist customers when and where they want to be assisted is important, and if you’ve not implemented strategies that deliver yet, you’re behind the times. Start rethinking customer service with omnichannel strategies.

5 Steps to Follow If You Want to Create a Powerful Omnichannel Customer Service

How to Create a Powerful Omnichannel Customer Service
Do you want to deliver excellent customer service experience to your customer? Here are top steps to follow in creating a powerful omnichannel customer service.

1. Provide a Top of the Line Mobile Experience

Since people do so much shopping on their phones, they expect to receive customer service in the same place where they made a purchase. This means that your mobile customer service solutions need to be delivered on par with every other method you utilize. If your online customer service interface is slow to load or doesn’t display properly on a mobile phone, your customers aren’t going to be happy.

Failure to optimize for mobile can hurt your business in a multitude of ways. Google will take lack of mobile optimization into consideration when ranking a site, pushing it below competitors who offer ease of use for every device. Your customer service tools need to be optimized for smartphones to ensure that people won’t have a difficult time getting the help they need.

2. Be Quick to Answer Comments

It would be ideal if every comment or question that warranted a response was directed to a single inbox, but that’s simply not the case. You’re going to get a lot of comments and questions on your social media profiles, and some of them may be legitimate customer service requests. Teach your social media team to monitor your comments regularly and provide support where needed.

If your social media team isn’t trained or prepared to handle specific issues, instruct them to respond by directing commenters to the appropriate resource (or email address) for issue resolution. If you don’t respond quickly enough, you risk potential customers seeing a wealth of increasingly more impassioned pleas for customer service that have gone unanswered, and the optics of that situation have the potential to negatively impact you.5 Strategies to Create Powerful Omnichannel Customer Service in Your Business 1 (1)

3. Create a Robust Self Service Center

Some people just want answers quickly and efficiently, whether or not someone else is directly helping them. The same kind of people who prefer to use the self checkout at the grocery store will prefer self service tools for customer service. Many people don’t mind resolving an issue on their own if it means that they won’t have to wait.

One of the best things you can provide is a thorough, comprehensive, and easy to navigate FAQ. An FAQ page that directs people to answers as well as troubleshooting methods will allow more people to help themselves, minimizing the amount of support requests you’ll receive on a daily basis. If you don’t have an outstanding FAQ or support center, it might be time to hire someone to build one. Be sure to link customers to this resource in your auto response emails for submitted support requests. This will encourage them to take initiative while they wait.

4. Maintain a Consistent Customer Service Voice

Omnichannel customer service is about providing a consistent experience, no matter how your customers reach out to you. Everything needs to be the same across the board, and the same high standard should be met on every platform. Consistency in training is the key. You need every member of your support staff on the same page, from policy awareness to the voice they use when responding to customers.

Ideally, every single one of your customer service staff will be equally helpful. You want them to work like a hivemind. Having two different customer service people give conflicting opinions reflects poorly on your business. Be sure that everyone has access to the same training materials and that training is updated frequently. Many companies use eLearning for this purpose, as updates are easy to roll out and are accessible anytime and anywhere.

5. Utilize Live Chat When Possible

Not every business will need live chat customer service – only those with a high volume of customers and the resources to constantly keep support staff ready at the wheel. If you’ve grown to a size where you feel as though customer service is frequently busy or backed up, expanding to include live chat can help you navigate the queue without leaving your customers feeling frustrated about a lengthy wait. Simple requests can be fulfilled in real time.

Omnichannel customer service is about having every method you use provide the exact same outcome. Customers value quality and consistency of service. By giving them options and keeping competent staff at the helm, you’re giving your customers the experience they truly deserve.

Business Information and Communication Technology (ICT) Marketing

Omni-channel marketing is a new solution to grow retail business

With the development of internet technologies, our life changed dramatically: gradually all people are getting involved in various social networks, blogs, chats, etc., and those have become their lifestyle, not just hobby or leisure. And, of course more and more people prefer online shopping instead of visiting any physical store. It happened for lots of reasons: shopping websites and marketplaces are constantly being upgraded with new options, functions, features as well as they are keeping high customer service, in some cases providing even more profitable deals and convenient services than many brick-and-mortar stores have to offer. That’s why now we can see changes in marketing approaches from a focus on classic channels – brick and web – to a new omni-channel mix: brick, web, mobile and social.

Omni-Channel retailing pyramid

Omni-Channel retailing pyramid

Internet transfigured retail word in several waves: transferring services to the web; e-commerce introducing; search and comparison shopping engines and marketplaces is a third wave; mobile shopping is the currently developing onset. Under such circumstances, all brands and retailers need to be more flexible, efficient, should diversify their merchant channels, promote SEO campaigns, and improve analytics capabilities.

Multi-channel retailing was firstly offered in 1999 by Circuit City: buy online – pick up in-store policy. Nowadays, if Multi-channel strategies seek to connect all the available channels, Omni-Channel is a step forward: retailers not just offering various shopping ways but analyze and consider influence of sales and track customers across all channels, not just one or two (physical stores, Web and mobile shops, TV, mail catalogs); they are also using unique software to operate and synchronize the data between online and offline business.

Evolution of Multi-channel to Omni-ChannelEvolution of Multi-channel to Omni-Channel

Thus, Omni-channel marketing policy is a perfect way of constant innovations and sales growth for offline retailers as well, suggesting a solution for that: valuable software, mobile applications, QR codes, kiosks, social networks representation, online and mail catalogs, personal approach and unique offers, introduction of SoLoMoMe (social + local + mobile + personalized) marketing strategy and more. These measures should be aimed to turn prospects into real buyers or to improve customer experience like “site ->store ->door”; others (Staples, L.L. Bean, OfficeMax) prefer collaborating with the marketplaces like Amazon to put their merchandise to various showcases.

Omni-Channel – the next generation of online marketing: main constitutive elements.

omnichannel graphically represented

Bright and fresh examples of such modern solutions are represented by iKantam, an e-commerce applications developer. Nomi, RapidBlue, Euclide Analytics, Prism Skylabs provide hi-tech software for in-store usage. They offer wi-fi for tracking the store traffic flow, sensors for recording store movement data, sensors forming heat maps based on time and zone, special applications for video cameras, etc. All similar measures are certainly going to contribute to market enrichment and business growing.

Omni-Channel approach is fully customer-oriented, thus, in addition it is necessary to implement “listening” strategies which could be: human or automated. The first means becoming an active member of corresponding virtual communities and searching out appropriate content there. The second means using high-end technologies and software which fulfill human functions and automatically search and listen to large amount of available social media data. This model is used to make correct conclusions about what do people feel about the company, what experience they got and what problems they met, as well as how many new consumers were attracted by the others.

Operating principle of Omni-Channel marketing

Operating principle of Omni-Channel marketing

For instance, Macy’s uses targeted email offers based on users’ website browsing history. In addition, they have an opportunity now do keep track of current shopper’s location from mobile devices.  If the customer left a store without a purchase made, then the store manager can mail them a coupon.  If the customer is making a choice or is in doubt, then he can wait for a SMS promotion. All such measures require very fast response and constant monitoring the latest trends and market conditions.

Base stats of online market development for over the last yearBase stats of online market development for over the last year

Thus, Omni-channel market rapid development is caused by rise of mobile shoppers and constantly introduced innovations, so this trend is going to move further. In turn, Brick-and-mortar traders must expand their influence by adding new channels, optimizing their in-house and mobile services to satisfy as much information hungry and mobile empowered customers as possible.

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