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.


Leave a Reply

Your email address will not be published.Required fields are marked *


Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Do people really want automated customer service?

Author: Ewan McKay, Marketing and Communications Manager, Webhelp The recent YouGov study commissioned by Webhelp, illustrated a strong preference for human-to-human contact versus AI-powered customer service tools. Here, we take a deeper dive into the individual points of view behind these results, as Webhelp’s Marketing and Communications Manager, Ewan McKay, shares the people’s voice from...

News
Making the switch to recycled paper!

It’s World Environment Day! The perfect time to announce that Webhelp is switching to 100% recycled paper across all its sites across the United Kingdom. World Environment Day is a United Nations spotlight designed to drive worldwide awareness and action to protect the environment.  Webhelp...

Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

News
Pedalling hard for CF Warriors

Webhelp's Director of IT services, Stephen Dickson, joined record breaking Cystic Fibrosis warrior, Josh Llewellyn-Jones, this week, as he attempted his latest endurance feat by cycling from Edinburgh to Cardiff in just five days. Stephen cycled with Josh and his team for the final three days of...

Whitepaper
AI AND AUTOMATION: IMPROVING THE CUSTOMER EXPERIENCE

How do we really want to interact with brands? What do we really think about AI and Automation? How important is it to strike the right balance between human talent and AI and Automation for CX? Read our new paper to find out more.   The Webhelp Disruptor Series. Be part of...

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