No OmniChannel Contact Center, No OmniChannel Engagement

It is not enough to understand the importance of omnichannel engagement. It is not even enough to want to create great, omnichannel experiences for customers. In order to actually meet the demands of today’s customers, an organization must have the right operational framework. It must have an omnichannel internal environment.

In order to actually meet the demands of today’s customers, an organization must have the right operational framework. It must have an omnichannel internal environment. Few organizations, unfortunately, meet these pivotal criteria.

Most organizations, as a result, have no chance of creating seamless, personalized customer experience journeys – no matter how much they value concept.

Disintegration: The Achilles Heel

The simple, unfortunate reality is that today’s contact center are not connected.

The different contact center tools are no integrated with each other, let alone enterprise-wide systems. The overall contact center, moreover, lacks strategic alignment with the other business functions that impact the customer experience.

In a recent CCW Digital Survey, customer contact center leaders identified disintegrated systems as the #1 reason for poor productivity, the #1 technology challenge and the #1 reason for agent complaints.

Fragmentation prevents employees from doing their jobs – and frustrates them in the process. It simultaneously increases contact center costs and decreases return on investment. Even worse, disintegration thoroughly prevents the organization from delivering an OmniChannel experience.

As a consequence of disconnected systems, only 20% of businesses say customers can consistently move between channels without having to repeat information. More than 50% say customers will always need to repeat their information.

By revealing that businesses generally do not empower customers to move seamlessly between channels, the statistics stand in stark contrast to one of the most fundamental tenets of the OmniChannel revolution. They, in essence, confirm that today’s businesses cannot deliver OmniChannel experiences.

Today’s customers demand fast, friction-less experiences. Needing to repeat information upon moving to a new channel represents their #1 complaint.

With fragmented frameworks that prevent seamless engagement, today’s businesses are certain to receive complaints from customers. The contact centers they employ to increase customer satisfaction will actually create customer strife.

 

 

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