The role of omnichannel in business communications

The role of omnichannel in business communications

Digital technologies have changed the way people live and behave. In the new paradigm, the consumer expects their journey to purchase to be omnichannel and instant.

We've been talking about multiplatform communications for several years now. When we communicate with clients not through one platform but use all possible channels for creating and distributing content, this is called omnichannel. The omnichannel trend has been evident for several years already. The demand for it is quite high. And it will only grow in the future.

By omnichannel we mean, rather, the behavior of a client who, while interacting with a company, consistently uses several communication channels to solve one problem. Customer relationships that were synchronous in the past are now mostly asynchronous.

This corresponds to a change in user experience: you ask a question via email or chat in the morning while waiting for your bus, and then you end up at your computer in the afternoon or tablet in the evening. The challenge for the modern company is to adapt to the fact that consumers want to connect with them, where and when they are most comfortable. Often using different means and communication channels in parallel.

The challenge that companies face is that they can respond in a uniform way to very diverse ways of communicating. Because without being able to reach a correspondent by phone, the client will send an email, search for answers in chat, write a message on Facebook or Twitter, and thus multiply the response channels.

"The more channels a customer has, the stronger their urgency becomes".

If people are the cornerstone of customer relationships, technology tools are essential to successfully deliver omnichannel transformation. In the face of multiple channels and interactions, a single solution has undeniable benefits.
One of such solutions is XRM® Contact Center from E-consulting.

"The omnichannel property allows you to start communicating with a client by phone, continue in Telegram and finish by e-mail. And this is all with full preservation of the history of correspondence and all related data in a single window of the operator or account manager".

XRM® Contact Center simplifies everything for the agent. He no longer needs to manipulate multiple interfaces when dealing with incoming calls, chat, emails, tweets, or Facebook messages. All customer interaction history is centralized in a single window that can be viewed with one click. Finally, all media streams are handled by a single routing engine. The tool allows you to combine the knowledge of the client and the qualifications of his request with the availability and competence of people who can answer him.

The responses are becoming more uniform. For IT, a single tool simplifies integration — one interface instead of five means fewer “bugs” and more flexibility in the system.
The system helps employees to interact with customers more easily, and gives customers the feeling that they are known and taken care of.