Thinking Omni-Channel – “The 360-Customer View

The resilience of society and the courage to adapt rapidly to unforeseeable situations has never been more evident than in 2020.

While the ability to quickly react and respond isn’t new—the process of change isn’t always easy. This year, most of us have seen our work environments adapt to a work-at-home model, likely to remain in place for a while. In addition, our daily lives include the wearing of masks and other protective gear unimaginable just a few months ago.

It is a paradigm shift much in the same way as technology—and its integration with our lives—has also forced changes in the way we work and the way we, and our customers, engage with brands. The shift began with moving from calling in to chat with customer service to sending an email. This allowed customers to send their request in and get an answer without being put on hold.

To many, this was a better time saving way to engage with a brand, but sometimes you need a more immediate response from a brand. This fact spurred the rise of web chats. For customers who didn’t want to wait on hold but still needed a more immediate resolution, web chats was a much better solution. Even then as time went on, preferences changed and with the rise of social media platforms, people were spending less of their time “surfing the web” and more of their time on one of just a very few social media sites. Facebook, in 2019, had 1.4 billion daily active users who spent an average of 58 minutes a day on the social networking site (Hootsuite) and it is estimated that we spend more than 153 minutes a day across all social media platforms (Statista). Given that people spend most of their time digitally on those social media sites, it is unsurprising that is where they start engaging with brands and customer service.

With all of these different adaptions and changes, brands have had to change and adapt too. As you can imagine, when customer service preferences shifted from channel to channel, not all customers made that shift. Some demographics of customers still wanted to call and speak with someone directly when they had a question or issue. Similarly, some customers found that email, chat or social media engagement were their preferred channel for support. That led to brands recognizing they needed to support all of these channels.

One of the issues is that these channels are not always integrated; While customer support is often offered on all of these channels they don’t always work together seamlessly. Startek has been a leader in helping large brands from around the globe integrate a true omni-channel customer strategy across all channels rather than simply supporting channels in a multi-channel solution.

In a multi-channel solution brands may have marketing teams answering questions on social media, a team answering emails, a call center answering

phone calls and yet another team answering online chat messages. In this situation these teams use different tools to respond to the customer engagements and log the resolutions in different areas as well. This creates channel silos where actionable insights across channels are missed and this creates a disjointed process for the customer where they may be re- explaining their issue if they have previously contacted a brand on a different channel.

Today Startek works with hundreds of the world’s most prestigious and recognized brands to eliminate all channel silos and put them into a true omni-channel structure. We bring in phone calls, emails, website chats, social media engagements, blogs, forums, AI conversations, AR & VR experiences, RPA engagements etc. and we unify them for our engagement specialists. We integrate each of these channels into a unified system where the same engagement specialists take care of each of these types of engagements. This maximizes resource utilization and provides a consistent experience across all of the customer service channels that each brands offers support on. For one our partner in particular, Startek was able to reduce their cost per contact by over 60% through channel support unification with a new omni-channel process. This also allows Startek to unify reporting and provide actionable insights to our client; insights that allow our brand partner’s internal departments to focus on what they do best instead of circling around customer service.

True omni-channel support is a win for everyone. It unifies customer service channels and support; it provides a consistent experience for the customer; and it increases overall customer satisfaction while providing brands with a more holistic look at their business through unified channel reporting. Omni-channel support isn’t the wave of the future, it is here now—and Startek can help your brand achieve it.

If your brand needs an effective omni-channel customer strategy that provides tangible value, let’s chat.