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December 6th, 2012

The Omnichannel Approach: An Upgrade to Customer Relationship Management (Part 3)

By Andrew Kokes, Sitel As Published by Global Services

The live service approach continues to evolve; as self-service solutions continue to mature and capture a broader range of problem types, the engagements in the live service channel are trending to be more complex as FAQs are captured on the web. We believe that optimizing the live service experience will remain an important focus area for enterprise businesses in the coming years. Good customer service is good business and creates opportunities to move a cost center to a profit center through up-selling and cross-selling. Agents with enhanced training and tools that efficiently and effectively manage increasingly complex customer inquiries will create moments of truth. In the future, enterprising businesses may trade the luxury of live support with your toughest challenges for the opportunity to earn the right to introduce you to value-added products and services.

Also note, the traditional voice channel isn't going away any time soon. Savvy operators will acknowledge both the evolutionary shifts in how the voice channel will be leveraged, and the somewhat more radical potential to be tapped by the inevitable shift in focus to all things mobile and social. In this new paradigm, we'll have the capability to boost service levels while reducing costs and limiting the instances of customers being involuntarily forced out of their chosen channels of interaction.

Some organizations are hesitant to move to an omnichannel approach when they believe that their current, fragmented strategy is good enough. Change is hard. Change can fail. Change can be wildly successful, but eventually we all have to give up our legacy green screen terminals and embrace a more connected customer. Today's consumers are demanding a seamless experience across multiple channels. Take advantage of this new paradigm and reap the benefits of a omnichannel strategy.


Click here for the original article: http://www.globalservicesmedia.com/global-services/analysis/122869/the-omnichannel-approach-an-upgrade-customer-relationship-management-part