By Tuula Fai on Apr 04, 2015
"Omni-channel?" "Cross-Channel?" "Multi-Channel?" What does it all mean? Isn’t it just about the customer’s engagement with the brand, and the experience that they will have along the way? There has been a fundamental shift in behavior driven by the velocity of technology adoption. Like you, your customer is now more connected than ever. These "Connected Customers" are more informed, more demanding and have higher service expectations. They say:
- "Help Me" - Assist me with navigating on my channel-of-choice and make recommendations that are relevant to my journey
- "Know Me" - Know my preferences, anticipate my needs and focus on how to help me achieve my journey
- "Value Me" - Recognize and reward my tenure, treat me like a valued customer, value my time with easy-to-use support, value my relationship with relevant offers and promotions and communicate in clear, simple terms.
But who is the customer? Demographics have some interesting nuances to this shift in behavior and expectations. Your customers of tomorrow are the tech-savvy ‘millennials’ who prefer digital channels to engage with you first. During these demanding and transactional interactions, they expect to find information not only within your brand but on social and on every device they connect with – or they will quickly find someone else. On the other end of the spectrum, the more traditional late adopter, bread and butter ‘Baby Boomers’ are used to the human touch, and will only try out some of the digital paths to engage for low risk issues. They need you to make it simple, and take the time to provide them with personal guidance at their convenience.
In between these two demographics are a wide range of personalities and expectations. Service levels and demographics alone aren't going to be enough to meet the expectations of customers today. Modern marketers know this and are leveraging every channel to reach out to consumers – setting the bar for where customer service needs to continue the engagement. To make it even more complex, research has shown that 44% of customers now expect to not only have a choice of multiple channels, but also to be able to switch channels according to their preference and convenience. By 2018, Gartner predicts that digital channels will for the first time be the preferred channel for the majority of your customers. Traversing channels is rapidly becoming the norm.
Net, Net. "Connected Customers" are here and you need a modern customer service strategy to meet their needs.
Look at any business that is a stand-out for delivering exceptional experiences and you will find that customer service is at the forefront of their CX initiatives. It's not an afterthought – that doesn't happen by accident. These modern businesses adopted a maturity strategy that enabled them to best serve the continuously rising expectations of these "Connected Customers," while achieving continued growth and differentiation from their competitors. They are going through an evolution/transformation around customer engagement with a strategy that:
- Embraces the customer’s choice of channel, with online digital channels leading the way, available 24x7 regardless of device/location; engaging customers on self-service, chat, SMS, social media, communities, etc.
- Delivers consistent levels of service quality and knowledge accuracy on every channel, with seamless cross-channel experiences – and empowers service agents with a unified platform for all interactions and access.
- Captures relevant data at every touch point that can be easily leveraged for current and future engagements to personalize the experience, and deepen the relationship in a measurable way – with actionable proactive and predictive intelligence that is shared across the business.
To help organizations get going on this transformational journey, Oracle has developed a Roadmap to ModernTM customer engagement strategy that helps business identify where they are today and each phase towards their goals.
- "Multi-Channel" - The first transformation phase in the customer engagement strategy is to move away from siloed thinking. One or two options aren't enough choice to serve customers today, but adding more channels to your customer service operations can be risky to your support and maintenance costs. You must unify knowledge and some administrative overhead in the process.
- "Cross-Channel" - The second phase of maturity in the customer engagement strategy must focus on the service quality and channel mix. Customers must be able to have a consistent experience within each channel and across channels. For that to happen, agents must be guided on how to engage with customers according to their channels of choice. This requires agents to use a unified platform for engagements.
- "Omni-Channel" - The third phase of a customer engagement strategy is the ability to personalize experiences. Many businesses jump to this phase too early and miss the unified, "accurate" data that comes from phase 2. If the data isn't right, you can hurt your relationship with your customer due to inconsistent service quality and inaccurate knowledge. Once you have good data, you can make it actionable and automate processes, curating a truly personalized and even proactive service experience across every touch point of your brand.
The Customer Engagement strategy is only one part of the three-legged stool. Without the right way to measure value and performance along the way – with benchmarks and cultural incentives (a modern value strategy), the right timing for technology platform adoption and integrations and innovations (a modern technology strategy) – your engagement strategy will be a vision of frustration. You will be unable to reach your destination of 'WOW.'
That is why the Oracle Roadmap to ModernTM has been developed as a unified customer engagement methodology, which gets delivered as part of the Oracle Service Cloud solution, along with the business maturity partner ecosystem to help guide each step of your success. Learn more today about the Oracle Roadmap To ModernTM , and stay tuned to this blog to get in-depth insights that prepare you for your journey to modern customer service.