Consistency essential to omni-channel CRM

CRM Innovation editors
13 Feb 2014

Omni-channel care is fast evolving as the new demand by customers. However, the key to a good customer care across all channels is consistency.

A research conducted by Aspect Software showed that 91% of consumers expect that when they contact customer service for the same issue, they expect the agents to pick up where they last left off. However, just four in ten (39%) have been able to do so.

“Its no secret customer service has a long-standing stigma of causing headaches and hassles for consumers. Part of the challenge is today’s more mobile and empowered consumer has higher expectations and demands interactions on their terms. And by and large, brands have not adapted to this shifting relationship,” said Jim Freeze, CMO at Aspect. “The answer for companies is to strive to provide an omni-channel experience, where an interaction can start on one channel or device and seamlessly transition to another without the customer feeling alienated or forgotten.”

The study shows that 89% of consumers are annoyed by repeating themselves to customer care agents about the same issue. Eighty percent of American consumers also think brands need to make a big change in how they provide customer service.

Aspect software said access and utilization of customer data regardless of channel is key to addressing the challenge of providing an omni-channel experience.

Three key demands emerge:

  • Be Consistent: Just 57% agree that their experience is consistent no matter how they contact customer service.
  • Have, and use, the right info: While 94% say customer service should have the most up-to-date information on them no matter the care channel, nearly half (47%) say the data customer service typically has on record rarely seems to help resolve their issue.
  • Break down the silos: As the lines blur between brick-and-mortar and online transactions, 91% want customer care to be more informed about current promotions.

“The ability for innovative, customer-centric companies to rise to the challenge and deliver an omni-channel experience not only will help to retain and attract customers, but will also have a measurable impact on the bottom line,” added Freeze. “A recent Aberdeen Group report shows businesses that adopt an omni-channel strategy achieve 91% greater year-over-year customer retention rates compared to businesses that don’t. That’s a significant business benefit, and not surprising based on how loud and clear consumers are signaling for this shift.”

The online omnibus survey, conducted from 9 to 13 October 2013, was administered among a demographically representative national sample of 2,500 American adults 18 and older, of which 2,201 have contacted customer service.

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