Using omnichannel CX to deliver personalized service. | #customersupport #supporticket

In 2022, omnichannel will replace multichannel as one of the top strategies for brands to reach digital-first consumers in a highly personalized manner. The 2022 CX trends report confirms this statement. How do the two differ, you ask? Omnichannel customer engagement uses data points from several channels (like email, SMS, and in-store interactions) to craft a cohesive chronological customer journey, while multichannel takes a siloed approach to manage the channels it makes available to customers.

When it comes to customer service, consumers want fast, relevant, and personalized solutions. In fact, 42% of customer service decision-makers say that customers now expect faster customer service. Additionally, 40% of customers expect brands to solve their problems on their channels of choice.

Before implementing omnichannel for their brands, customer service leaders may be wary of the results it can generate. Omnichannel has a proven track record; industry leaders who included it in their CX strategy have realized successful results. Later, we’ll explore Lenskart’s (India and Singapore’s foremost eyewear brand) story of implementing omnichannel to boost sales and customer satisfaction.  

Moving towards omnichannel CX begins by seamlessly merging digital and physical experiences – here’s how you can make it work for your business.

Identify a winning channel mix.

Understanding which channels your customers use to contact your brand and establishing a strong presence across those channels can do wonders for your customer satisfaction and retention strategies. What’s more, personalizing every interaction using historical data specific to every customer enriches conversations with empathy and value.  These channels may include some or all of the following:

• Traditional (phone, email)
• Physical (brick-and-mortar stores, kiosks) 
• Digital (website, live chat, mobile app)

38% of consumers expect customer service agents to know who they are and the exact content of their query upon initial communication. Businesses like Macy’s invested in hundreds of stores that integrated their operations with the brand’s eCommerce operations. Customers can order online and pick up their items in person. Over time, they found that customers who used both digital and physical channels to shop were five times more profitable than those who exclusively shopped only online. 

Perfect cross-channel personalization.

When a personalized experience is offered, 80% of buyers are more likely to make a purchase. High-speed service frameworks and technology that can keep up with the velocity of service are crucial elements to getting personalization right. The modern consumer not only expects to find information to solve their problem on the first try but also wants to do so quickly.

47% of shoppers say that they will discard their online purchase if they can’t find the information they need within seconds. What’s more, consumers will also switch between channels (like email and live chat) and still expect a high level of speed and personalization.

Consider the example of a brand that merged its online and offline buyer experiences into a single, cohesive journey. Lenskart is India’s and Singapore’s top eyewear brand. They serve over five million customers from their mobile/web app and have 500+ brick-and-mortar stores. Lenskart blends both in-store and online experiences into a unique journey to ensure consistency of service no matter how a customer shops. When a customer enters a store in person, a team member can access their profile (which includes past purchases) and suggest eyewear styles based on what they’ve browsed and liked online. That’s the true power of omnichannel. Every interaction is unique to each customer but is still able to offer a consistent and customized experience to everyone. 

Use messaging as a sales channel.

WhatsApp is one of the most popular messaging platforms, especially in India, with nearly 400 million users as of 2021. Lenskart found Whatsapp to be an attractive customer engagement channel for two reasons:

• Its relative ubiquity allows Lenskart team members to continue the conversation with most customers even after leaving their website or store.
• Customers are familiar with WhatsApp’s user interface and don’t consider brand conversations on the platform to be intrusive 

Lenskart uses Whatsapp to nudge customers about incomplete purchases. Any user who browses Lenskart’s catalog and fails to make a purchase over the next five days receives a reminder on Whatsapp. The company also asks them if they would like a free eye checkup, so as to add value to the overall customer journey.

Messaging can be an incredibly valuable tool for customer experience teams. They can keep two-way conversation channels open at all times, while also delivering personalized, unintrusive service that is unique to every user.

The shift from reactive to predictive customer service.

When customers expect agents to address their problems even before they arise, organizations can align their data to customer expectations for speedy and efficient resolutions. Showing customers you care about what’s important to them will make brands stand out in crowded markets. What’s more, 69% of global customers prefer brands that offer proactive service. Using analytics to pre-emptively predict your customer’s needs and deliver them through omnichannel is a fast-growing trend for 2022. For customers, this means fewer points of friction and better brand experiences, which translate to long-term loyalty.

To explore the benefits of omnichannel, and more up-and-coming customer experience trends, read Freshworks’ ‘Future of CX:2022’ report today!