Omni-channel: Are we still a long way off?

Jessica Barcelo en la revista AEERC, expertos en relación con clientes

The digital transformation process has been accelerated globally by the pandemic

On Friday 15th January, the 3rd edition of the Trends Book AEERC (Spanish Association of Customer Relationship Experts) was published. Here is the article by the Business Unit Director, Jessica Barceló.

According to International Data Corporation (IDC), a global provider of market intelligence, 40% of European GDP will be digitised by 2021, as the confinement of the pandemic in much of the world has accelerated digitisation by six years.

The growth of e-commerce, the massive use of mobile technology, the expansion of social networks, the demand for transparency, smarter and more informed consumers and the continuous paradigm shifts we live in, lead companies to face the search and implementation of an effective method of communication and engagement with their customers.

Many companies today still invest solely in a multi-channel experience. Almost all of them have a website, run social media and a blog, and use each of these platforms independently to engage and interact with customers. However, in most cases, the customer does not perceive an integrated experience, as they do not receive the same message in each of these channels, which leads to dissatisfaction and even loss.

“Knowing how to differentiate between trying to satisfy every customer at every possible touch point, versus designing an exceptional omni-channel experience for the majority of customers…”

On the contrary, in an omnichannel strategy model, where the customer’s behaviour on each platform and device used to interact with the company (Customer Journey) is analysed, the necessary information is available to offer an integrated experience with 0 friction.

Companies that apply this strategy have a single, customer-centric objective. They design their messages to be delivered uniformly, across the different channels and devices available to them, reducing costs and improving the customer experience.

But beware, it is important to discern between trying to satisfy all customers at every possible touchpoint, versus designing an exceptional omni-channel experience for the majority of customers and on the channels that matter most to them.

An omni-channel effort aimed at better interaction models, according to McKinsey (2020), dramatically increases the degree to which customers can use self-service options.

In other applications, omni-channel strategies reduce agent talk time by alerting agents at the beginning of the call to the customer’s intentions after analysing previous interactions through other channels, thereby presenting a unique and personalised experience.

“…omni-channel strategies are still a big challenge for most companies…”.

Despite technological advances, it is true that omni-channel strategies are still a major challenge for most companies, which also do not find in the GDPR an ally in the use of consumer data.

The very DNA of the companies that make up the MST Holding works under an omnichannel model, integrating solutions ranging from CX Consulting (through Consulting C3), BPO services and innovation and Digital transformation solutions.

MST’s commitment to providing quality service from the outset, by creating eAlicia.com, the most complete SaaS platform for the global and integral management of the customer experience, in a 360º model, is one of the clear references of its focus on the customer experience.

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