Transition from an omni-channel customer experience to an orchestration of channels

I’ve been working for customer related projects for more than 8 years. I feel that I am lucky because I enjoyed many aspects of the CX during this period. Moreover, I have been exposed to both corporate and startup cultures to realise how big of a gap exists between the two in terms of work method. According to the observations that I’ve made, the way we approach the subject of customer experience is very similar in both cultures: Creating as many channels as we can so that customer can reach out to the company easily. Does really your customer care about how many channels you make available to them?

The essential word is “moni” which comes from the Latin and “omnis” meaning “all-everywhere”. In the CX field, omni-channel or multi-channel represents a combination of touchpoints such as call center, IVR, live chat, social media, self-service apps, in-app services. Is it the right strategy to have so many channels available? On the contrary, many researches tell us that three factors are essentials to a good customer service:

Accessibility: If you provide some sort of live service (chat or phone), it’s essential to connect customers to an agent in two minutes or less. Otherwise it creates frustration that can lead to a seriously unsatisfied customer. (Source: Harris Interactive)

Clarity of Process: When customers get in touch with the company, you should inform them of normal process time, when they can expect a solution (right now/within x hours) and any delays that may arise in the process. You should also update your customers regularly as to where you are in the process.

Channel Integration: Customers jump on channels of their choice and get in touch with the company. They do not want to think about choosing the best channel to interact among multiple options. They just want to submit their question. For example, when customers are having a phone conversation with a customer service agent, they may also post a support inquiry to the Facebook page of the company. Therefore, the choreography between multiple channels must be seamlessly managed.

Maestro will be crucial to orchestrate customer service channels !

Rather than creating new channels, companies need to manage the customer experience by synchronizing channels to deliver an excellent customer experience.

The need of integration for touchpoints take us to other aspect of the business. The companies should also redesign what metrics are critical to measuring customer satisfaction : Redefining common standards for each channel? Determining end-to-end processing times that will be valid for all channels? In the end , companies should prove that they provide great service with data and not with their gut.

KPIs will be redesigned soon for a greater CX experience !

My next short article will be about personalized customer experiences. According to Genesys Global Survey conducted 2 years ago, 78% of customers think that a happy customer experience comes from customer service reps but 38% among them thinks that personalization is also a major factor.

About Baris:
I’ve lived and breathed in customer-centric business environments since 2008 and have worked with some of the top-tier companies in Turkey, designing and managing innovative customer experiences. I believe that a product or service without a well-designed customer journey cannot last long in the market. Moreover, these experiences are practical as long as they furnish success stories on the both customer and business sides.

Let’s get in touch on Linkedin !