What is Omnichannel Customer Experience
Omnichannel customer experience refers to the customer experience offered through multiple interaction channels that are connected across touchpoints for content consistency and context continuity. The context needs to be focused on the issue at hand while drawing from a 360 view, and continuity means the conversation keeps moving forward—no asking for mother’s maiden name more than once, for example.
Omnichannel vs multichannel vs multimodal customer experience
While opinions vary, multichannel customer service refers to using multiple channels for customer service but with or without integration of the channels for content, context, and continuity.
Omnichannel, on the other hand, includes this integration, creating a seamless experience across channels. This definition has evolved over time and will continue to do so.
Gartner refers to multimodal interactions as the use of multiple channels concurrently during the same interaction. An example is when a contact center agent cobrowses with a consumer while having a chat or phone conversation at the same time.
State of omnichannel customer service
75% of consumers expect seamless omnichannel customer experience (Source: Accenture). Yet, few companies offer such experiences with consumers complaining that omnichannel customer experience is stagnant or getting worse in a survey conducted by Forrester Consulting.
Why be omnichannel
Today’s customer uses multiple channels to buy products and get service—six touchpoints, on average (Source: Marketing Week). And they expect continuity of experience across channels and touchpoints. For example, when a website visitor escalates to website chat, the agent should have the complete self-service session history of the website visitor up to that point.
Excellence in delivering omnichannel customer experience has thus become an imperative.
eGain for omnichannel customer service experience
Guided by AI, knowledge, and connected analytics, eGain’s customer engagement suite enables excellence in digital-first, omnichannel customer engagement across digital self-service, including virtual assistance, messaging, chat, social, and email, seamlessly integrated with voice.
Based on a unified platform, the solution is trusted by blue-chip brands for customer engagement at scale that is effective, efficient, and consistent, while being compliant with best practices and industry regulations.
A perfect omnichannel experience looks something like this.
Omnichannel customer service in action
Cable giant uses eGain for omnichannel customer service across thousands of agents in-house and outsourced contact centers across multiple continents.
Tax preparation giant will use eGain for digital engagement, fronted by virtual assistant, and integrated with human chat and cobrowse, to provide contextual help to DIY tax payers.
The General uses eGain for customer self-service on its website. Its customer service representatives also use the solution for online chat interactions with customers. The company will soon roll out eGain’s cobrowse technology to enable customer service reps to help customers navigate its website and fill out online forms.
“We plan to leverage eGain technology to enhance our service delivery and expand our servicing touch points for financial advisors,” said Matt Kramper, Vice President, Client Experience at Waddell & Reed. “With the eGain cloud platform, we will boost client satisfaction and drive operational efficiency across interaction channels.”