Uncover Strategies to Best Serve the Omni-Channel Customer


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Today’s customers are increasingly “omni-channel” and expect consistent high quality service from companies regardless of their channel or device. These individuals research organizations on company or other web sites and social sites before initially engaging with the vendor. Customers prefer to “self-serve” first, before contacting a company through the contact center.

This briefing will address the rise of the omni-channel contact center as a way to provide superior customer service for the changing consumer. The presentation will outline several strategies and best practices to successfully move to omni-channel customer care.

Learn how addressing the needs of the omni-channel customer can help your business including:

- The latest trends and research that are shaping the power of the omni-channel customer
- What these customers expect from companies
- The challenges of moving from a multi-channel to an omni-channel contact center
- Best practices and innovative solutions in omni-channel customer care

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  • Title Slide 1
  • Uncover Strategies to Best Serve the Omni-Channel Customer

    1. 1. Strategies to Best Serve the Omni-Channel Customer July 17 2013July 17 2013 Nancy Jamison, Principal Analyst, Contact Centers
    2. 2. 2 Today’s Presenter Nancy Jamison Principal Analyst, Customer Contact Frost & Sullivan
    3. 3. 3 Customer ForumsFacebook YouTubeWikis Twitter Blogs LinkedIn Customer Interaction Channels IVR/Automation Email Voice Mobile Web Chat From Multi-Channel to Omni-Channel
    4. 4. 4 From Call Center to Multi-Channel to Omni-Channel 1950’s-1960s - Telemarketing, DA 1983 - Call Center/ ACD Development Late 1970’s-1980’s – IVR, Help Desks 1991 - WWW 1996 – Chat, Email 2008 -Social Media 2012 - Mobile Care, Big Data, Virtual Assistants 2013 – Omni-Channel Customer Care
    5. 5. 5 Rise of the Omni-Channel Worker/Customer • Worker:  Bring Your Own Device (BYOD) Movement  Instant Messaging  Social Media • Customer  Social Networking  Frost & Sullivan research shows that 71% of firms use social media to connect with customers, partners, and suppliers  Mobility  Frost & Sullivan forecasts the number of North American wireless subscribers to grow from 337m in 2012 to 386m in 2017
    6. 6. 6 Multi-Channel by Design not Accident It’s all about the Customer Journey “Omni channel is ensuring a consistent, high quality customer experience regardless of how and where a customer chooses to interact with an organization, and no matter the purpose. It ensures that data and context from initial contact carries over to subsequent channels, reducing customer effort, improving the customer interaction, and enabling the business to tailor the customer journey.”
    7. 7. 7 Omni-Channel Retailing – ‘Click and Mortar’  Mobile • Product information, price check, comparison shop • Online purchase – in-store pick-up or return • In-store shopping – ship to home option • Location-based services, including coupons, special offers  Email and the Web • Promotional outbound to drive customers to in-store events • Allow online shoppers to see stock at local stores • Use social media to connect with customers and drive brand loyalty • Build a sense of community
    8. 8. 8 Challenges for Multi/Omni-Channel Deployment  Competition for IT Resources  Lack of Cross Organizational Support  Application Silos  Cost  Integration Complexity  Paucity of APO Tools (forecasting, scheduling, training, etc.)
    9. 9. 9 Enabling Technology Trends • Cloud adoption • All-in-one, software-based systems • Application integration on legacy systems • Big Data integration • Extending social and mobile to in-person experiences
    10. 10. 10 Omni-Channel Application Trends • Mobile Customer Care • Social Media • Chat • Persistent Conversations • Text Analytics • Workforce Management • Speech Analytics
    11. 11. 11 Omni-Channel Best Practices • Create a Cross Organizational Customer Experience Team • Develop a Voice of the Customer Program • Develop Agent Hiring and Training Guidelines • Develop Interaction Handling Guidelines • Rethink Metrics • Eliminate Information Silos
    12. 12. 12 Next Steps Develop Your Visionary and Innovative Skills Growth Partnership Service Share your growth thought leadership and ideas or join our GIL Global Community Join our GIL Community Newsletter Keep abreast of innovative growth opportunities Phone: 1-877-GOFROST (463-7678) Email: myfrost@frost.com
    13. 13. 13 Your Feedback is Important to Us Growth Forecasts? Competitive Structure? Emerging Trends? Strategic Recommendations? Other? Please inform us by “Rating” this presentation. What would you like to see from Frost & Sullivan?
    14. 14. 14 http://twitter.com/frost_sullivan Follow Frost & Sullivan on Facebook, LinkedIn, SlideShare, and Twitter http://www.facebook.com/FrostandSullivan http://www.linkedin.com/companies/4506 http://www.slideshare.net/FrostandSullivan
    15. 15. 15 For Additional Information: Featured Analysts Brendan Read Industry Analyst ICT – Customer Care (917) 618-4394 Brendan.Read@frost.com Nancy Jamison Principal Analyst ICT- Customer Care (650) 494 -4077 Nancy.Jamison@frost.com
    16. 16. 16 For Additional Information Mireya Espinoza Corporate Communications ICT (210) 247-3870 Email: Mireya.espinoza@frost.com Craig Hays Sales Manager ICT (210) 590-4476 chays@frost.com Stephen Loynd Global Program Manager ICT – Customer Care (978) 430-4307 Stephen.Loynd@frost.com