The document emphasizes the importance of outstanding digital customer experience in competitive markets and explores how customers choose communication channels based on factors like simplicity and human contact. It highlights differences in channel preferences between industries, such as financial services and online shopping, while mentioning the trend of 'showrooming' in retail. Additionally, it discusses the role of cloud contact centers in providing a consistent omnichannel experience, enhancing agent productivity, and optimizing costs.

1. Outstanding digital customer
experience is an essential
differentiator in increasingly
competitive markets. But how
should you use multiple channels
to interact with customers?
multichannel
CRM: going
with the flow

2. understanding customer requirements
Why do some customers choose one channel over the other?
According to a survey from French industry body MEDEF, a variety
of factors drive that choice.
simplicity
immediacy
time saving
human contact
interactivity
availability
88% 72%
66%84%
77% 58%

3. preferred communications channelo
Consumers in different industries communicate in different ways
for different reasons. Consider the difference between financial
services and online shopping, according to Ovum and Boldchat.
70% 23% 41% 53% 17% 11% 7% 4%
phone email web chat social media
financial services
internet shopping

4. smartphones transforming retail
Over half of smartphone users will check prices online when in the store
– so-called showrooming. This is an opportunity to engage with customers
and give them what they want on the spot. An Aprimo survey suggests
what you should offer.
23%
29%
36%
30%
57%
item shipped
to home
in-store
customer
services
personalized
coupons
loyalty points
price
matching

5. customer experience driving cloud
Cloud contact centers help break down silos between channels to deliver
an improved and consistent omnichannel customer experience. Customer
experience is the leading enterprise driver for cloud contact centers, says
Aberdeen Group.
improve agent
productivity
reduce costs and
improve profitability
improve customer
experience
boost business agility
with scalability
32%
45%
26% 26%

6. costs and automation
infographic created by Futurity Media
sources: Medef, Aprimo, Ovum, Boldchat, Aberdeen Group, Forrester Research.
$12 $6 $5 $4 $0.10
phone:
technical
support
phone:
customer
service
web chat
or call back
email
response
web
self-service
Not all channels cost the same per contact
according to Forrester Research. Look to
optimize the lowest-cost methods while
maintaining customer satisfaction.