TapTalk.io: Reach Customer Loyalty and Brand Commitment with Omnichannel Customer Service

Omnichannel Customer Service Experience is defined as a multiple, integrated and cohesive approach in the aspects of marketing, retail and service. This is a necessary aspect, considering the tendency of customers to use multiple devices in their daily life. It allows customers to attain a seamless experience in making purchases via different channels such as online, telephone, or direct. It is important to note that Omnichannel Customer Service Experience and multichannel experience are different at its core, and the differentiation relies on the integration between channels.

Between Multichannel and Omnichannel Customer Service Experience

Every Omnichannel Customer Service Experience requires you to use multiple channels, but the use of multiple channels does not make it an Omnichannel Customer Service Experience. There is more to Omnichannel Customer Service Experience than just the use of multiple channels. It is great to have amazing mobile marketing, giant social media campaign, and eye-catching website design, but in order to become Omnichannel they need to work together. Omnichannel Customer Service Experience accounts every platform (mobile or desktop) and device (laptop, pc, or mobile phone) used by customers in order to deliver an integrated experience. This method is beneficial to align their idea, purpose, objective and design across each platform and device. Through the integration of these components, businesses can improve their services. Therefore, customer service is an important asset to improve customer experience. 

What Makes a Quality Omnichannel Customer Service Experience?

Integration and seamless experience is key to a successful Omnichannel Customer Service Experience. However, the infrastructure required for an Omnichannel Customer Service Experience is unique for every system and business. In order to build your infrastructure, you need to consider stakeholders such as:

1. Product
2. Marketing
3. Sales
4. Customer Support

Once stakeholders are coordinated, you can start discussing the goals and objectives of your Omnichannel integration. Early coordination with aforementioned stakeholders will create easier transition to Omnichannel. Furthermore, Omnichannel Customer Service allows a single dashboard for your customer service. This system is beneficial to accomodate multiple chat channels, assisting your CS agents in providing seamless Omnichannel Customer Service Experience. Omnichannel Customer Service helps your business to deliver the same idea throughout every chat channels. In other words, it all comes down to a strategic plan to build a clear, integrated experience across multiple platforms.

Why Do We Improve Omnichannel Customer Service Experience?

The previous section has highlighted the importance of increasing Omnichannel Customer Service Experience on business strategy and customer loyalty. The integrated experience created by Omnichannel Customer Service allows easier connection between business and customers. A well-built communication is related to the increase of customer loyalty, positively affecting brand commitment. The benefits of implementing Omnichannel Customer Service is mostly observed in the increase of customer retention towards a brand. A study conducted by Aberdeen Group shows that companies with strong Omnichannel customer engagement strategies are able to handle 89 percent of their customers. Moreover, implementation of Omnichannel Customer Service not only benefits customers, but also the business behind it. Survey data collected by Monetate and WBR Insights for the 2nd Annual Personalization Development Study indicates that only 15% of respondents report that they observe and track customer sessions across two or more devices. Comparing with industry data, they are failing to detect at least 25% - 50% of the sessions which are part of a multi-device journey to purchase. When retailers are able to recognize consumers across devices, multi-device users outperform the average user, increasing value. Consider the following:

Case Study: BRI SABRINA

Before Omnichannel platform implementation, BRI has multichannel touch points for their customers, but still working separately one by one. With more than 80 million of customers, BRI multi-channel touch points, such as BRI Call Center, Social Media, website; were not enough to accommodate customer interactions. As a solution, Telkom Indonesia provided a business scheme developed by Infomedia Customer Interaction Management (CIM). Infomedia CIM integrated marketing, sales and customer service using CRM Analytics, Omnichannel Platform, and Social Media Management. In result, every customer interactions from call center and social media will be captured by Omnichannel platform and analysed by CRM analytics to be set for another customer engagement, such as targeted customer promotion by social media or outbound call.

In addition to the Omnichannel platform development, BRI has also introduced a new innovation. Previously, SABRINA has been introduced in FB Messenger dan Telegram. Now, SABRINA has also provided their services through WhatsApp as one of the leading chat media. Upselling, cross-selling and caring engagement can be conducted through the wide omnichannel customer services developed by BRI. The development of SABRINA has also uplifted customer experience, as SABRINA is able to act similar to human and communicate similar to friends with customers. The more interactions with SABRINA, the more intelligent SABRINA is in providing the needs of customers.

Conclusions

Omnichannel Customer Service Experience is a marketing approach which integrates many channels to create an effective and consistent customer experience. The importance of an integrated channel relies on the impact on customer loyalty and brand commitment. The quality of Omnichannel Customer Services affects customer retention and brand management, placing importance and benefits to both customers and business. The benefits of Omnichannel implementation has been proven in many businesses, such as BRI customer services system, SABRINA. By using an Omnichannel system, there is an increase in the level of service quality and also Omnichannel customer service experience for customers. A highly regarded Omnichannel customer service experience is essential in order to develop customer loyalty and brand commitment.