Customer preferences and consumer behavior is constantly changing… a buyer no longer needs to travel to the market or spend time choosing the best products. It’s all can be done on a single click by her or him at their convenience.
“In the world of Internet, it’s important to remember your competitor is only one mouse click away.” – Doug Warner
In order to be ahead of a competitor, Convenience is the key and its gaining prominence on a daily basis.
This prevalent situation has lead to easy options in every area of the purchase cycle for the end consumer. Always a range of products and services to choose from, an array of brands, similar items notifications, click and pay benefits, various payment gateways or multiple delivery addresses.
One important aspect of this cycle is the post-purchase phase, in which the Customer Support function comes into play. Earlier, customers could dial a toll-free number or send an email if the need arises.
Today, there are at least 5 different ways in which a consumer can express what he or she feels to a customer support team and get a response. At least!
The Difference Between Multi-channel and Omni-channel Customer Support
Before we speak about the various modes, let’s establish the difference between Multi-Channel Customer Support and Omni-Channel Customer Support. They differ from one another even though they sound similar. Plus both provide varied options for consumer interactions but here is the main difference.
In Multi-Channel Customer Support, many channels are available as independent tools and communication modes. A Customer can call on a number given on the Website, or he/she can raise a Ticket from an online form. Another option could be an Email id which is given on the Contact Us page. These are the ways to reach out to the Customer Support teams but they are not on the same page. So, if you have called a Toll-free number or the like a week ago, and then decide to raise a Ticket, the Customer Service team may not link the two.
An Omni-Channel Customer Support, however, is more efficient. The Customer can Phone call, Internet Audio call, Video call, Chat, raise a Ticket, Email or access the Customer Service team through Social Media. The Customer Care team access the information of Customer via one unified interface and provide a seamless experience. It is also more convenient for a Consumer to access any of the communication modes using multiple devices, and switch between communication channels without a break in communication.
Seamless, effortless and the most efficient method for Customer Service – That’s Omni-Channel Customer Support.
Why is it necessary to be an Omnichannel Customer Service team?
Though we’ve covered why consumer preferences are changing and how efficient it is to offer them options in every area, here are some more reasons why it’s getting vital to offer today’s Customer an Omnichannel experience:
Even as new and improved modes spring up, there is a certain section of society that still prefers to pick up the phone, dial a number and speak to a person. It’s usually the older, more traditional consumers that initiate audio calls. So, if your customer base has individuals such as these, the audio call option is a good one to have.
b) Internet Audio / Video Calling
This is a relatively new provision but one of those things that you wonder why wasn’t thought about earlier! Audio calling provides in-app experience, Customers without leaving/switching they can interact with Customer Care. The Video Calling makes explanations easier especially when there’s an issue with a particular delivered product. Rather than the archaic photo sharing method, a Live Video call with a Customer Service Advisor is much preferred. This technique caters to the older and younger generation equally. It’s especially useful when dealing with electronics or gadgets, vehicles, and large instruments/machinery.
c) Live Chatting
Chatting with a human or bot is utilized by people who are busy, usually working on a computer. They open the Chat interface and type in their query expecting fast results. They don’t have the time to talk, email or video call! Hence, prompt live chatting is the key to keep this audience happy. Though if not busy, this same segment may use another channel.
Customers prefer Emails for a variety of reasons. Some do it so that there’s a record of communication, others prefer to write at their own pace (unlike a Live Chat) while the rest just prefer to offer details. In any case, Email is an important and crucial mode that can be chosen by anyone, at any time, especially to share the documents, files or links.
e) Communicating via Social Media
It is normal that the Millennials and Gen Z’ers find comfort in communicating via Social Media channels. They not only communicate with the Customer Service team but also express their experiences via Social Media platforms.
Ticketing is another traditional medium and hence, relied upon by many. Like Emails, it helps to keep a record about what “he said”/”she said” and is a more professional (as opposed to the casual nature of Social Media) mode. Working, urban individuals tend to raise Tickets.
To sum up, Omnichannel Customer Support cannot be avoided due to Customer convenience demands, competitiveness and efficiency matters and varying customer preferences. Hence, it’s definitely more profitable in the long run to invest in an Omni-channel approach.
Many businesses find that this sort of investment to be expensive. The solution is, better to outsource your Customer Service needs to a Company that utilizes Omni-channel Client Servicing strategies.
Syrow – Your Omni-channel Customer Service Partner!
Syrow is one of the top Customer Service Outsourcing companies in India, offering a complete suite of 24×7 Customer Care Services.
Our Customer Care center works on behalf of various Organisations, to manage tasks efficiently using quality processes & services. We utilize Phone, Audio/Video calls, Live Chats, WhatsApp, Skype, Email, Social Media, Ticketing services, etc., via a unified Omnichannel interface.
For guidance or service of your Customer Support requirements, contact us today. Our teams are waiting to hear from you.