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To Omnichannel and Beyond: The Future of the Customer Experience

Posted by Allison Boccamazzo on March 7, 2017 at 8:51 AM

The evolution of single channel to multi-channel to omnichannel service…it’s a topic you’ve heard discussed time and time again. But what exactly does omnichannel mean, beyond being one of the biggest buzzwords across today’s enterprise landscape?

At a high-level, omnichannel means a contextualized approach to customer service through full, seamless channel integration. The aim is to eliminate channel siloes in order to gain a 360-degree view of the customer journey. In doing so, companies can better engage consumers at the individual account level, supported by a more intuitive understanding of their greatest needs.

Omnichannel-compressor.jpgIn other words, omnichannel means competing on the basis of the customer experience. Since the average experience is comprised of multiple interaction channels—nearly 75 percent of customers use multiple channels during their shopping journey, according to 2017 findings from Harvard Business Review—this means companies must be present and aware across the spectrum.  

Research shows that most companies are on board with an omnichannel model. Just consider that 89 percent of companies surveyed by Gartner back in 2014 said they plan to compete primarily based on CX (Customer Experience) by 2016. Meanwhile, findings from a 2015 Deloitte survey similarly found that companies are aggressively competing to own the CX:

  • 85 percent view customer experience provided through the contact center as a competitive differentiator
  • 96 percent expect contact center growth leading up to 2017 to meet growing CX demands

Now in 2017, it seems we’re on the precipice of omnichannel and the future of the customer experience. For companies that have yet to embrace omnichannel, mounds of research indicate that now would be the time to do so. This is especially true for companies in industries with the highest customer dissatisfaction rates—like telecommunications. Just consider that a staggering six out of 10 companies listed in 24/7 Wall Street’s 2015 “Customer Service Hall of Shame” were in telecommunications. For telco companies, an omnichannel model can be a true game-changer.

The time is now to get on board with omnichannel service. So, are you in?

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Tags: Telecom

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