An omnichannel contact center gives your business—big or small—the ability to communicate with customers in a seamless conversation while moving between channels, such as voice, chat, SMS/text, email, bots, social messengers, and more. Compare that to a multichannel contact center, where customers can communicate on any channel, but there’s no shared context and they have to repeat themselves to a new agent when they switch channels. It’s time for multichannel brands to transition to omnichannel.
WHAT IS OMNICHANNEL CONTACT CENTER?
True omnichannel is the delivery of easy, effortless conversations, where customers can enter the conversation on the channel of their choice and move to another seamlessly. The context is carried across all channels. It’s low effort and it’s personal.
KEY FEATURES THAT ENABLE SUCCESS
A UNIFIED AGENT DESCKTOP
Omnichannel starts with agents being able to see any customer’s journey on any channel, allowing them to respond quickly and easily. It starts with an omnichannel agent desktop that lets agent see any interaction— voice, chat, email, text, video, IVR, social messengers, and bots. By seeing each channel, the agent can see each step in the customer’s journey with complete context.
Most of your customers will begin their journeys on your website or mobile app and only call in to your contact center out of frustration. They want to use multiple channels and they expect to navigate easily across them.
A POWERFUL ROUTING ENGINE
True omnichannel—versus siloed multichannel conversations—starts with an omnichannel engine that has all channels built in. This capability is at the core of Bright Pattern Contact Center. Other solutions may use “bolt on” communication channels from other vendors (e.g., chat or SMS) but the bolt-on approach leads to silos of communication that prevent true omnichannel communication. It’s why a platform approach where all channels are natively included is key to your business’s success.
THE ABILITY TO CREATE GREAT CUSTOMER JOURNEYS
With an omnichannel platform in place, you can do more than offer a seamless, personal conversation across channels — you can also create great journeys based on your business rules and customer preferences. Bright Pattern’s drag-and-drop Scenario Builder application lets you build the journey you want in a visual UI that’s as powerful as it is easy to use.
Capitalize on digital channels with by designing seamless, consistent, and personalized journeys that are actionable. Use sound business decisions to orchestrate routing across web chat, email, SMS, social messaging, and in-app. A priority customer who visits your website could be offered a priority chat when they visit or call into your center. Rather than being greeted by an impersonal IVR, they can be routed to an agent who handles gold customers or even their own personal concierge. These business rules are easy to create.
An omnichannel approach unifies inbound and outbound digital communications to deliver consistent, contextual insights. It’s the most effective way to make every interaction effortless and personal for your customers and let your business win.
ROBUST REPORTING AND QUALITY MANAGEMENT
Having all channels native to the platform gives your business leaders the ability to see how customer satisfaction looks across all channels in a single view. You can see NPS, CSAT, or volumes by each channel, with full visibility to ensure consistency across channels. Compare that to a siloed approach, where you need to go into each system to see each channel’s performance. Bright Pattern offers a single omnichannel view of your customer interactions for sales or service.
After chatting on a website to compare two TVs, you call to get more information. You instantly enter the IVR and it greets you personally: “Hi, Jim. I noticed you were recently comparing TVs. Would you like to be priority routed to a TV specialist?”
When you start chatting on a website, the person helping you knows your purchase history, preferences, and what your last issues were. This person has all your info and is ready to help you on the next step of your journey.
On a web chat, you book a hotel stay. You’re delayed on your way to the hotel, and the hotel texts you to ask if you need anything. When you arrive late, an iBeacon is triggered by your phone and the staff greet you personally to let you know your room is ready.
HOW BUSINESSES THRIVE ON OMNICHANNEL
You don’t have to turn on all channels at once. Most companies that have successfully transformed a multichannel business into an omnichannel business started by getting their top two channels working as one (e.g., voice and web chat). It’s the 80/20 rule, where you can address 80% of the customer’s needs as easily as possible by focusing on the top two channels.
Once you have established an omnichannel contact center with two channels working seamlessly together, you can easily add additional channels when it is right for your business, based on your business priorities.
REDUCE EFFORT AND WIN
Omnichannel conversations with your customers are all about reducing effort. Customers don’t need to start over and repeat information as the communicate with your business. Instead, they have a conversation that is low effort and easy.
An omnichannel contact center platform is the key enabler for success. Start your business’s omnichannel journey right with the Bright Pattern cloud contact center platform.