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There is a simple concept at the heart of omni-channel thinking: understand what customers want to do and use that knowledge to offer seamless customer service, irrespective of channel or device. It is important to get this right – there is substantial evidence that, when served in an omni-channel fashion, consumers spend more.
An omni-channel customer strategy is made up of two basic parts: the first is facilitating customer behaviour, and the second is shaping it.
Organisations that have taken the first omni-channel step will, at the very least, be able to recognise the customer across each of those channels and acknowledge previous interactions with a view to facilitating the ideal journey.
When it comes to the second move in the omni-channel approach, it is time to use the power of analytics. You can see where customers hit road blocks, giving you the opportunity to remove them, or identify opportunities to streamline the journey for both customer convenience and your own economy.
Webhelp’s role as a technology enabler extends across multiple business areas, including implementing omni-channel. We use a tool called Unified Agent Desktop (UAD) to bring every channel together, enabling our people to carry on seamless conversations with customers across multiple channels. UAD brings every channel and customer record together in one interface, leading to reduced handling times and an improved experience for everyone involved.
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