The Omnichannel Customer Experience – What Is It?
The Omnichannel Customer Experience – What Is It?
Topics
- Omni-channel experience
- Multi-channel communication
- Seamless communication
Video summary
In this video, customer service and experience expert Shep Hyken explains the meaning of omni-channel experience and provides a perfect example of how it works. He defines multi-channel communication as the use of different channels such as phone and email to communicate with customers. However, switching from one channel to another often requires starting the conversation over. On the other hand, the omni-channel experience allows seamless communication from one channel to another without restarting the conversation. Shep shares his experience with trying to turn on his electronic massager, which involved using the company's website, frequently asked questions page, live chat, video, and email, and the conversation flowed flawlessly from one channel to another. He highlights the importance of providing omni-channel experience to create a better customer experience.
Video trancript
hi shep hiking here customer service and
experience expert and today i'm going to
talk about the omnichannel experience
now there is a term in the customer
service world that is often misused or
misunderstood and that term is
omni-channel now i've had many
conversations with clients about the
omni channel experience and i've even
shared content about it in my videos
well it's time to bring it back with
what may be the perfect example first
let's talk about the basic definition it
all started with a concept known as
multi-channel this was about different
ways customers could communicate with
you for example they could use the phone
or email that's two channels today there
are many other channels including
texting and social media
apps and many many more it doesn't
matter how many channels you have once
you get past one you're in the world of
multi-channel now the problem is that
while multi-channel gives you options to
choose your favorite method of
communication if you switch from one
channel to the next you typically have
to start the conversation over then the
phrase omnichannel came around and this
meant that you can cross from one
channel to the next and have seamless
conversations that's where people get
confused what does this really mean well
here's my perfect example to describe
the omni channel experience which by the
way is what you want to provide for your
customers now i bought my wife one of
those high-end electronic massagers to
use whenever her muscles were tight
after a tough workout
i was so excited to give it to her as
she unwrapped it she was excited as well
and that was until we tried to turn it
on because when we did
nothing happened maybe the battery
wasn't charged so i connected to the
charger and let it sit for a few hours
we came back and turned it on and again
nothing happened well i immediately went
to the company's website opened the
frequently asked questions page but i
didn't find my answer and then a pop-up
window asked if i needed help so i
started to interact via chat it could
have been an ai infused chatbot or a
human typing back it didn't matter the
result was a request to send a video of
the problem or have a video chat like
facetime with them so they could see if
i was properly charging and turning on
the unit so i shot a quick video of me
connecting the charger and showing them
that the on off light wasn't coming on i
sent it to them within a few minutes i
received an email that confirmed there
was definitely something wrong with my
unit and they would send me a new one
right away which is two hours later i
received an email notifying me that a
new massager was on its way two days
later it arrived in that scenario i used
the website frequently asked questions
live chat video and email the
conversation crossed seamlessly and
flawlessly from one channel of
communication to the next a perfectly
executed omni-channel experience so now
does omni channel make sense i hope it
does well i hope you enjoyed this short
lesson thank you very much for tuning in
this is shep hyken reminding you to
always be amazing
Dig Deeper
The Omnichannel Experience: Seamlessly Connecting with Customers
In today's customer service world, the term "omnichannel" is often misused or misunderstood. It all started with the concept of multi-channel, which refers to the various ways customers can communicate with a company, such as phone calls or emails. However, once you move past one channel, you enter the world of multi-channel.
With multi-channel, customers have the freedom to choose their preferred method of communication. However, if they switch from one channel to another, they typically have to start the conversation over. This is where the confusion lies and where omnichannel comes into play.
The omnichannel experience allows for seamless conversations as customers cross from one channel to another. This means that regardless of whether a customer starts a conversation on the phone, through email, or on social media, they can continue that conversation without any interruption when switching to another channel.
Let me provide you with a perfect example to illustrate the omnichannel experience. I recently purchased a high-end electronic massager for my wife. However, when we tried to turn it on, nothing happened. In response, I visited the company's website and checked their frequently asked questions, but couldn't find a solution. A pop-up window appeared, offering assistance through chat.
Through the chat, I was able to interact with a customer service representative, who requested a video of the problem. I quickly recorded a video showing the issue and sent it to them. Within minutes, I received an email confirming that there was indeed a problem with the unit and that a new one would be sent to me right away.
Two hours later, I received another email notifying me that the new massager was on its way. In this scenario, I utilized the website, live chat, video, and email as channels of communication. The conversation seamlessly crossed from one channel to another, resulting in a flawlessly executed omnichannel experience.
By providing an omnichannel experience, companies can better serve their customers. It allows for consistent and personalized interactions, regardless of the channel being used. This approach not only improves customer satisfaction but also enhances the overall customer support process.
So, the next time you hear the term "omnichannel," remember the importance of creating a seamless and uninterrupted experience for your customers. By doing so, you'll be able to provide top-notch customer service that sets you apart from the competition.
Thank you for tuning in to this short lesson. Remember, always strive to be amazing!
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