Pick the right channels
Omnichannel means you need to be where your customers are. Not everywhere. That’s why the first step is always to choose the channel wisely. When you started a business, you must have conducted market research that should have included the channel preferences of your customers. If you don’t have enough relevant data, you need to get it. Analyze how customers usually contact you, create surveys and personas, find demographic data. You may realize that your audience is reluctant to call but happy to use Facebook Messenger. Or it is the email that is their primary communication channel. Or both.
However, be agile
Even if you’ve made an informed decision about the channels and communication strategy for each of them, it doesn’t mean you have to stick to it whatever happens. New social media and communication methods emerge, and users’ preferences change as they move from one platform to another. Agility also requires a smooth information flow between different departments. Sales, marketing and customer support can’t work in silos but share relevant information and help each other to provide omnichannel customer support. If it requires reconstruction of traditional roles and departments, let it happen. Otherwise, your company won’t meet the needs of customers.
Let technology help
As mentioned at the beginning, sales and customer support used to be much more straightforward than one. No one heard about neither omni- nor multichannel. In fact, salespeople operated in a single channel – if there was an issue, clients came to the same shop where they had bought an item. Customer service didn’t require sophisticated technology. Even if it did – such technology wasn’t available. Modern customer support is a different story and without digital tools, it would be impossible to keep on track with all the communications channels.
Therefore, to make omnichannel customer support efficient, you need to use at least some of the tools such as:
- CRM – Customer Relationship Management software, often a must-have to keep track with users’ contact information, purchase history, and other relevant data,
- Marketing Automation platform – to automate repetitive tasks and provide personalized customer support,
- Email marketing platform, if the email is among your customer support channel.
- Call center software, preferably cloud-based that can be easily integrated with other tools, if your customers prefer to call.
- Analytics and data visualization platform to analyze the results, quickly find bottlenecks and pain points in order to improve the overall user experience.
- Live chat – a widespread and simple customer service tool, usually a small pop-up window in the bottom right corner that connects customers and customer support rep immediately.
- Chatbot – a fully automated live chat that, unlike even the most efficient person, can talk to thousands of customers at the same time and is available 24/7.
If this list makes you feel overwhelmed and you’re afraid of the potential cost and time you need to spend with them, we have good news. If you choose the right providers, the majority of these tools can be integrated. Besides, time spent on setting them up is an investment because thanks to the automation you’ll save a lot of time later.
Focus on mobile
In 2019, over 40% of online transactions are made on mobile devices and 80% of internet users own a smartphone. These numbers speak for themselves - companies that ignore the mobile channel are among the first that lose clients. It doesn’t concern marketing and sales only. After all, people who search and buy on mobile also seek customer support on mobile. The right omnichannel strategy must take it under consideration and put mobile customer experience in the center.
For example, if your clients are avid Facebook and Messenger users, they’re most likely mobile-oriented, as 96% of Facebook users access the platform from a mobile device. One of the best ways for the business to be available for its users there or to reach them is to integrate Chatbotize with Messenger and turn it into a powerful customer support tool. Whenever an issue is too complex for even the smartest AI-powered bot to solve it, Chatbotize can automatically and fluently redirect a customer to a customer support team member.
Improve response time on each channel
Customers are impatient. They consider social media the new telephone and don’t understand why they can get a fast answer on the phone but a response time on social media is slow, especially when they don’t like to call. According to the report from The Social Habit, 32% of customers expect a response within 30 minutes, even on nights and weekends and we predict this number to grow. Businesses that ignore the social media channel in their customer support, will likely face a higher churn rate and lower customer happiness. The abovementioned chatbot, available 24/7 and able to talk to an unlimited number of customers at the same time, is an answer to this issue. Together with smart email automation and efficient call center, it highly increases your chances to rock omnichannel customer support.