How to Deliver Superb Omnichannel CX in a Digital World According to 24,000 Consumers Globally

By Andrew Smith

Our research proves human interaction is a critical component of superior omnichannel CX

Omnichannel CX and how to optimize across channels is a huge challenge in today’s increasingly digital world. And with little wonder. A google of “omnichannel CX stats” and “omnichannel stats” quickly reveals that:

  • 98% of Americans switch devices in the same day (Google)
  • businesses that adopt omnichannel CX strategies achieve 91% better year-over-year retention rates (Aspect Software)
  • 87% of customers think brands need to put more effort into providing seamless omnichannel CX (Zendesk)
  • only 7% can deliver seamless omnichannel CX in real time, all of the time (CMO Council)

And it goes on and on and on.

You probably got it before you even started reading this blog and, if not, you’ll have got it by now: delivering seamless and superior omnichannel customer experience is becoming ever more important but is extremely challenging to perfect.

However, none of this information is going to help you achieve this goal. For this, you need to know the specifics of how customers behave and what they actually want. And, then beyond that, what can you actually do about it?

This is exactly why we recently surveyed 24,000 consumers and 1,000 businesses globally. We wanted to shed some light on what companies need to do to meet the considerable omnichannel CX challenge head on. Here are five key learnings.

Learning 1: Human interaction remains super important as part of broader omnichannel CX “package”

Your omnichannel strategy should always incorporate a human element. The infographic below highlights some more specifics around this point.

So, according to our survey, around 4 in 5 want direct person contact, 3 in 4 expect a phone number on your website and more than 6 in 10 think they get better service in-person.

And this makes sense when you think about it. After all, it’s hard to be delighted about a positive self-service outcome. But when you speak to someone on the phone or face-to-face and they go above and beyond the call of duty, that is genuinely gratifying for your customers.

They might even get the “warm and fuzzy” – a feeling that will subsequently repeat whenever they think of your brand (that is assuming you continually delight and don’t screw up in the future).

Carrying out more complex actions – like negotiating a better deal or exchanging/returning a product – is also easier face-to-face.

Amazon is a market leader any which way you slice it. But, latest book store initiative and Wholefoods acquisition notwithstanding, it simply can’t offer the same experience when it comes to these types of face-to-face interactions.

As an omnichannel retailer, for example, a returned item offers a great opportunity because it provides your customer with a reason to come to your store. Get more people into your store, you make more money. The same rule is true – to varying degrees – across industries.

Beyond that, you should also be thinking of ways to optimize these human interactions. For example, IVR and other contact center technologies, store/branch feedback and various other mechanisms help identify where Go to the full article.

Source:: Business 2 Community

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