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The Omnichannel Experience – What The Heck Does That Mean?  | By Shep Hyken


There’s a time period within the customer support world that’s typically misused or misunderstood. That time period is omnichannel. I’ve had many conversations with shoppers concerning the omnichannel expertise, and I’ve even shared content material about it with our subscribers within the Shepard Letter and my movies. It’s time to convey it again with what could be the good instance.

First, let’s discuss concerning the primary definition. It began with an idea generally known as multi-channel. This was about other ways prospects may talk with you. For instance, they may use cellphone or e-mail. That’s two channels. Immediately there are lots of others, reminiscent of textual content, social media, apps, and extra. It doesn’t matter what number of channels you may have, when you get previous one, you’re on this planet of multi-channel. The issue is that whereas multi-channel offers you choices to decide on your favourite methodology of communication should you swap from one channel to the subsequent, you usually have to start out the dialog over.

Then the phrase omnichannel got here round. This meant that you possibly can cross from one channel to the subsequent and have seamless conversations. That’s the place folks get confused. What does that basically imply? Properly, right here’s my “good” instance to explain the omnichannel expertise, which by the best way, is what you wish to present to your prospects.

I purchased my spouse a kind of high-end digital massagers to make use of every time her muscle tissue are tight after a tricky exercise. I used to be so excited to provide it to her. As she unwrapped it, she was excited as nicely. That was till we plugged it in. After we did, nothing occurred.

Perhaps the battery wasn’t charged, so I related the charger and let it sit for a number of hours. We got here again and turned it on, and once more, nothing occurred.

I instantly went to the corporate’s web site, opened the FAQ (Steadily Requested Questions) web page, however didn’t discover my reply. A pop-up window requested if I wanted assist, so I began to work together by way of chat. It may have been an AI-infused chatbot or a human typing again. It didn’t matter. The consequence was a request to ship a video of the issue or have a video chat, like Facetime, with them so they may see if I used to be correctly charging and turning on the unit. So, I shot a fast video of me connecting the charger and exhibiting them that the on/off mild wasn’t approaching. I despatched it to them and inside a couple of minutes, I acquired an e-mail that confirmed there was positively one thing flawed with my unit and they might ship a brand new one. Simply two hours later, I acquired an e-mail notifying me {that a} new massager was on its means. Two days later it arrived.

In that situation, I used the web site FAQ, dwell chat, video, and e-mail. The dialog crossed seamlessly and flawlessly from one channel of communication to the subsequent. A superbly executed omnichannel expertise.

So, now does omnichannel make sense?

Shep Hyken is a customer support professional, keynote speaker, and New York Occasions, bestselling enterprise creator. For info on The Buyer Focus™ customer support coaching applications, go to www.thecustomerfocus.com. Observe on Twitter: @Hyken

(Copyright © MMXXI, Shep Hyken)



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