Johannesburg, 26 Feb 2020
Omni-channel is fast becoming a popular phrase in customer service departments, chiefly because it is a principle whereby the goal is to ensure that every time a client interacts with an organisation, they always have the same experience across the board.
According to Komana Rakoma, Head of Digital Operations at Falcorp, the primary focus of omni-channel is to improve the user experience by creating an environment where every different channel of communication, from the contact centre to the company Web site to a mobile application, enables them to connect to the business in a seamless manner.
“You could say that omni-channel is about delivering a consistent experience for the user in terms of the overall look and feel. It should ensure that whichever method chosen, or however many different channels are required to complete an inquiry, the customer’s experience remains the same and their information is retained across the various channels, to enable faster resolution of their query,” he says.
“Remember that the goal is to improve user experience. Today’s customer doesn’t want to be pushed from pillar to post in order to connect with you, and they certainly don’t want to have to retell their story each time they move to a new channel. Omni-channel is designed to allow you to get closer to, and build stronger relations with, your customers by providing a seamless view of the customer and ensuring a consistent experience throughout.”
He explains that there are obviously challenges involved in achieving an omni-channel strategy, such as the need to merge all business functions in order to support customers seamlessly and allow them to connect however they want, wherever they are and via any device. And this must be done while maintaining a seamless communication process between the channels.
The key lies in establishing a new way of thinking within the business that eliminates silos between departments and creates synergy across business functions. This, he adds, is only possible if companies implement the idea of customer-centricity via a true top-down approach from management.
“Of course, you must not forget the human side of the omni-channel approach, as managing this can be tricky. Remember, often employees are unhappy with any change that involves moving away from regular routine tasks, not to mention the idea of any automation that may lead to job losses. Therefore, successfully implementing an omni-channel strategy requires proper operational planning, to make certain that everyone in the business is on the same page.
“Furthermore, you must ensure that you choose the right channels for your business, rather than trying to offer all channels. Understand that if you implement new channels and fail to do so properly, it may also negatively affect your customers, so rather stick with the most crucial channels, at least at first.”
On the other hand, adds Rakoma, the benefits of an effective omni-channel are enormous, making customers’ lives easier and happier, enhancing internal productivity and having a direct and positive effect on your bottom line, thanks to improved customer retention. Providing an effective omni-channel service also assists you in building your brand and allows you to make critical decisions, with the customer placed at the centre of everything.
“In addition, you can also easily apply artificial intelligence (AI) and predictive analytics to this information, owing to the elimination of silos, allowing you to obtain a deeper, more granular view of the individual customer. This, in turn, means you can begin supporting these customers proactively.
“Customer experience is one of the new business battlegrounds, and I believe that whoever offers the best and most effortless way of interacting is most likely to win this particular battle. Since omni-channel is all about enhancing the customer experience, I think it is safe to say that those businesses that are not offering the self-same engagement, experience, and look and feel across every interaction with their customers, will soon find themselves at a major disadvantage compared to those that do,” he concludes.
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