Customers do not distinguish between channels while reaching out to a company. They simply want to find the solution to their issues and answers to their questions no matter which channel they choose to engage with you. Be it mobile, voice, text message, chat or social media, customers expect to have a flawless experience. They might start a conversation on one and continue on another and do not wish to repeat the information already provided, thus blurring the lines between channels.
Businesses have already started adopting omnichannel customer engagement strategy to cater to the customer demands and offer a seamless experience across all touchpoints. Omnichannel method empowers a customer to smoothly make a transition from one channel to another by integrating every channel. However, companies still make many common mistakes pertaining to omnichannel customer service which leads to customer frustration and degrades customer loyalty.
Below are 5 common omnichannel mistakes that businesses must avoid:
Inability to be Consistent at Every Touchpoint
Being forced to repeat the information over and over again, when being transferred from one channel to another, is one of the most negative experiences that a customer can have. The customer doesn’t care if he is interacting over phone, chat or social media and with your marketing, customer care or product team. They expect the company to know who he is and what all have been discussed in the past no matter when and where he chooses to interact. It is crucial for brands to remain consistent across all points of contact by integrating all the channels well. For example, a dialogue that starts on Twitter can be continued via SMS or voice call with all the relevant data preserved across channels.
Not Keeping to the Options you Offer
It’s very easy to fill the “Contact Us” page of a company’s website with enormous options such as email address, telephone number, live chat feature and links of all the social media channels to showcase that customers have a lot of alternatives to get in touch with you. But the question here is.. Are you really offering customers a choice? Do you actually stand by those options?
Many times customers who reach out to you via newer channels such as chat are redirected to the traditional voice channel. Force fitting a customer into the communication channel of your convenience annoys customers and portrays a negative image about your company. Serve the customers on their preferred channel and make the communication convenient for them.
Not Focusing on Customer Preferred Channels
You are simply wasting time and resources on a channel if your target audience is not there. Make sure that the channels you choose best-fit your target personas or else there will be a major decline in the customer engagement level and all your efforts will go waste.
Also, even if you have a lot of followers on the social media channels, if they are not relevant to your brand, there is no point feeling proud of the numbers.
Causing Friction along the Consumer Life-cycle
It is the duty of an organization to make the customer’s experience smooth and painless. For example- if a customer has purchased a product through the online media but wishes to get it exchanged in a physical store, the brand must be able to execute it efficiently and should not create any resistance along the consumer’s path. All the sales channels must work in conjuncture and encourage a deeper and long-term relationship with the customer.
Having No Cross-channel Measurement Strategy
A measurement strategy is crucial to improve your service quality and to make sure that everything is on track. Tracking the right KPIs from time to time will help you fabricate better omnichannel strategies for the future and deliver a superior customer experience.