Omnichannel: A Prerequisite for Customer Centricity

Presented by UniVoIP in partnership with Contact Center Week Digital

Author: Brian Cantor

Download report: 5 Steps to Building an Omnichannel Contact Center


The importance of Omnichannel

Over the past decade, many thought leaders have been positioning “omnichannel engagement” as an “end game” for contact centers.

These thought leaders were making a mistake

No, they were not wrong to communicate the importance of omnichannel. In today’s world – one in which customers routinely shift between voice and text while using a myriad of devices – the ability to create a singular experience across all channels is absolutely valuable.

The mistake was the suggestion that omnichannel represents some sort of “ideal” for the contact center. In presenting omnichannel engagement as an ultimate goal, these thought leaders suggested that it was acceptable for omnichannel to be a “work-in-progress” for some organizations. They suggested that organizations should receive credit for taking minor steps toward the omnichannel revolution, such as introducing social customer care or connecting a few (but not all) contact channels.

In reality, omnichannel is not an aspirational concept. It is nothing something for organizations to “work toward.”

Instead, it is a prerequisite for a great customer experience. It is the foundation of customer centricity.

Today’s customers are demanding fast, personalized, friction-less, resolute experience on their own terms. An organization that is not yet omnichannel is inherently incapable of meeting these demands.

This special report operates under that notion and begins be revealing what omnichannel means in today’s market – and how it fits into customers’ overarching engagement demands.

It then explores territory that is more important (and, yet, more often overlooked) for business leaders: the steps required to build an omnichannel contact center.

The report cconcludes by offering an exclusive omnichannel assessment template.

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