Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Can a different approach lead to greater omni-channel CX success?

Blog
3rd May 2017

expéclient

As more and more customer service channels become available, there has been some confusion over the difference between a multichannel customer experience (CX) and omni-channel.

Defined simply, I would say that managing a multichannel environment literally just means that you have the capabilities to keep adding new service channels. If customers want to use Whatsapp tomorrow, and you are not offering it today, then your ability to integrate these new channels means you can claim to be offering a multichannel CX.

But omni-channel implies that there is just a single experience – presumably always good or great. Whatever the digital or physical channel being used to interact between customer and brand, there should always be a similar experience. For example, a brand claiming to offer omni-channel service has to actually help a customer tweeting a question – not just reply with an automated tweet saying ‘please call this phone number’. Regardless of the channel, the experience needs to be the same.

I was thinking about some of the difficulties faced by brands that want to implement a truly omni-channel environment when I saw some recent research by McKinsey that describes how many brands are themselves confusing multichannel and omni-channel. It’s no surprise that some companies have struggled to get their omni-channel initiatives off the ground. However, omni-channel is a strategy being demanded by the customers so I know it will happen and those who get there first will reap the rewards.

If you look at a market like USA, retail is still largely done in person. Yes, in-app and online purchases are growing fast and people love shopping at Amazon, but in the USA 92% of retail is still in-person. Yet, many brands are focusing their entire attention and innovation budget on the online experience. What is really needed is a focus on drawing offline experience closer to online.

A regional American bank that McKinsey worked with managed to increase the sale of current account products by 38% in six months just by focusing on how to make the links between in-person and digital channels tighter.

McKinsey research highlights that many brands fear omni-channel because it’s seen as big and complex. Executives often feel that it requires analysis and Big Data systems to get right. Of course, in many cases IT systems are needed, but as the example with the bank shows, just taking a different approach to the channels you are already managing can make a big difference. This can then be the first step on the way towards a bigger and better support for omni-channel service.

Have you heard claims that managing omnichannel service is too complex? Let me know your thoughts by leaving a comment here, or get in touch on LinkedIn, and let me know.


Helen Murray
Article by: Helen Murray

News & Insights

Webhelp Payment Services
Solution Designer
Service Provider
Technology Enabler
News
Webhelp response to the Covid-19 Coronavirus

Webhelp Business Continuity in a responsible manner How we respond to the Covid-19 crisis to ensure the continuity of our business for the benefit of our people, our clients and their customers. We face an unprecedented time of stress and uncertainty. From individuals, to families, to companies, we have all been impacted by the effects of the virus. We recognize that the global landscape of...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Blog
How COVID-19 will create a revolution in flexible working

As the coronavirus (COVID-19) continues to have an unprecedented impact on business and society across the globe, David Turner, Webhelp Managing Director and CEO for the UK Group, looks at how this unexpected force will drive a revolution in homeworking, and why businesses who struggle to embrace...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
A message from the Founders

  ​​​Hello, We are facing an unprecedented situation today, which requires that we take an exemplary citizen's approach to protect the most vulnerable people and to do everything we can to limit the spread of this pandemic. Thank you for your mobilization in recent...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Whitepaper
#4 OneShot – Culture

Table of Content: A Word : Location A Figure: 32% stock market valuation for companies with a strong customer culture Three Opinions: Culture, what impact does it have on your performance? A piece of information: At Renault, design has become THE cultural priority. A Demo : Cultural...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Load more
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook