Omnichannel Customer Service Makes Customers Feel Great
Many brands talk about their ability to offer omnichannel service to their customers. However, often they are just talking about their multichannel capabilities. What is the difference?
To begin, it helps to think back to simpler times, when customer service was provided to those who wrote a letter or used the telephone to call the company; these were the only available channels. Non-urgent queries would be addressed in a letter, while critical questions would be handled on calls.
Email was added to the mix for most companies in the 90s. However, omnichannel communication was not a priority until social media arrived.
Reaching Out To Brands Via Your Favorite Platforms
Since approximately 2010, it has been essential for brands to support and engage with customers on social media channels. Many brands were initially reluctant to engage with customers on social media. They believed that service was already available on the existing channels.
The effect of celebrities loudly using their social platform to inform fans of poor service from a telco, or similar service, quickly led brands to consider that responding to customers on social media was now essential. In addition to just answering questions, it also created a direct form of engagement that could be positive for the customer relationship.
Evolving Customer-Brand Interactions
This is taken for granted today, but channels have expanded beyond social media alone. Many social networks have integrated e-commerce directly into their platform. Customers can talk to friends, buy products, and talk to a customer service agent simultaneously.
Some research has suggested that customers now use 20 different channels to engage with brands. This sounds extreme but think about your activity. You still visit stores, but you also search for products on company websites and platforms such as eBay. You also browse products on TikTok and Instagram, Facebook, and Twitter. You can still call the company or send them a WhatsApp message.
Navigating the Path to Omnichannel Success
This multichannel environment has changed entirely over the past decade, but the companies that manage it most successfully take an omnichannel approach. The main difference is the focus on creating a great customer experience, regardless of the channel used.
A customer may prefer to use text messages when riding a busy train, but then they may prefer to use a voice call when driving. They might even send an email if they have a question, but it is not urgent. The important thing that smart brands do is to connect these activities together.
Imagine sending an email asking about a product and not hearing anything for a few days. You call the company, and the agent knows nothing about your earlier question, so they ask you to repeat everything. Now consider the customer reaction if the agent apologizes for the slow response but then adds that they are aware of the email and someone is already looking into it – we will call you back within the hour.
It’s an entirely different experience for the brand, and it comes from taking an omnichannel approach – not just adding more and more channels. It’s all about connecting those channels and ensuring that customers feel valued.
Omnichannel requires effort, but it’s clear that customers value how it makes them feel.
How to Implement Omnichannel Customer Service: Strategy, Tools, and Examples
Omnichannel customer service isn’t just about being available on every communication channel; it’s about creating a seamless customer journey that meets people where they are, with consistent customer service across all touchpoints. To implement an effective strategy, organizations must align their customer service team, customer service software, and customer data to deliver a personalized experience.
Start by mapping the full customer journey, identifying pain points and channel preferences, whether it’s live chat, call center, or social messaging. Invest in omnichannel contact center software that offers a 360-degree view of the customer, helping customer service reps respond to customer queries with context and accuracy. Use customer behavior analytics to adapt messaging, boost customer engagement, and improve customer satisfaction scores.
Examples of successful omnichannel support include real-time handoffs from chat to phone, or proactively following up via a customer’s preferred channel. These tactics lead to increased customer loyalty, stronger customer relationships, and measurable improvements in customer retention.
Partner with DATAMARK for Seamless Omnichannel Support
As the customer communication landscape continues to evolve, a true omnichannel strategy isn’t about adding more touch-points; it’s about connecting them. When brands ensure that every conversation is seamless, whether via SMS, chat, voice, or email, they send a clear message: we value you, and we don’t ask you to repeat yourself. At DATAMARK, we believe that experience matters as much as efficiency. If you’re ready to align your service model with how customers expect to interact today, and make them feel heard and supported at every step, contact us today. Visit our website and follow us on LinkedIn for insights and guidance on building truly seamless customer experiences.
