GoResponse Telephone Answering Service Staff

How to transform multichannel into omnichannel

OmnichannelOmnichannel is the go-to word for many call centres these days, with companies needing to evolve their presence on multiple platforms into a seamless consumer journey that can move from one channel to the next. Modern customers expect to be able to start a conversation on Twitter, for example, and have it move to webchat or a voice call without having to repeat information. For telephone answering services that want to transform their services, there are four important steps to take.

First, it is vital to get an executive to sponsor the transformation. Having such weight behind the development will motivate all departments and help break down operational silos. With a sponsor, it becomes easier to emphasise the benefits and importance of the project.

Second, firm objectives must be made clear from the outset. Outlining goals and returns on investment from the start will give teams the entire picture and facilitate changes that work toward the desired endpoint.

The third step is to ensure that a team is on board, from back office administrators and marketers to field staff and call centre agents. Project leaders should show how channel data, interactions and engagement can all lead toward more success for every department.

Finally, customer journeys must be mapped in order to successfully transform a multichannel approach into an omnichannel strategy. Touch points, workflows, bottlenecks and delays should be identified so that automations and smarter options can be introduced to facilitate better efficiencies. By moving toward a full omnichannel approach, companies can boost customer experience for future success.

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