Consumers want true omnichannel experiences
- 75% of health care policyholders say they might switch providers if they don’t get seamless customer service across channels and touchpoints. (Capgemini survey)
- 60% of banking consumers want a true omnichannel experience that would allow them to switch seamlessly between physical and digital channels. (Accenture consumer study)
- 47% of government customers who combined digital and physical channels were not able to accomplish their goals easily. (Forrester US Federal CX Index)
What is omnichannel customer experience?
Omnichannel customer experience refers to the experience customers have of the customer service offered by businesses through multiple 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-degree 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
Multichannel 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 customer experience: 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.
Multimodal customer experience: 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.
Why be omnichannel in customer service?
Today’s customer uses multiple channels to buy products and get service—six touchpoints, on average (Source: Marketing Week). A typical customer’s journey may look something like this map, haphazard and multichannel. 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. An email agent should have the complete history of the customer, including an omnichannel conversation view of past interactions, when responding to a query.
Consumers themselves say they want it. Look at the stats mentioned above.
Excellence in delivering omnichannel customer experience has thus become an imperative.
Why eGain for omnichannel customer experience?
When not done well, omnichannel leads to more silos, more dissatisfaction and frustration. In one word, it leads to chaos.
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.
What does the perfect omnichannel experience look like?
Something like this.
Omnichannel customer service in action
Cable giant uses eGain for omnichannel customer service for thousands of agents across in-house and outsourced contact centers and multiple continents.
The General® deploys eGain to improve digital, omnichannel experiences for customers
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.
Waddell & Reed Financial, Inc. selects eGain for omnichannel customer service
“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.”
Goodyear rolls out digital customer service with eGain
Goodyear will deliver cutting-edge customer service experience through virtual assistance and multimedia chat to help seamlessly match consumers with answers to their questions. At the same time, the company will be able to control costs and enable a seamless experience for contact center agents.