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#Service captur series

Three trends in particular are reshaping successful approaches to customer care.ĭigital channels have completely changed the ways that customers prefer to interact. Many of the trends we highlighted, particularly the growing number of digital channels, have made the journey to omnichannel more arduous.

1įor more on the future of customer care, see Jeff Berg and Julian Raabe, “ New technology means new value from contact centers,” June 6, 2018. Our research on the future of customer care in 2017 reinforced the importance of omnichannel and digital and the key role that live channels play in creating an excellent experience. Critical insights to build successful omnichannel strategies

Defining the IT architecture with next-generation enabling technology to support a seamless omnichannel experience.Īn omnichannel transformation is the only way for a company to address rising complexity, provide an excellent customer experience, and manage operations costs.

Identifying foundational enablers to support the journeys, featuring multiskilled agents and best-practice contact-center operations to engage with customers live.

Designing service journeys, ensuring that the end-to-end digital and live-contact journeys address identified customer needs and preferences and have clearly defined digital migration points.

Setting the design principles based on an overarching omnichannel strategy.

To design an omnichannel experience, companies should follow a sequential process composed of four essential components:

#Service captur series

And since customer journeys aren’t simple and linear but a series of handoffs between traditional and digital channels that can vary significantly by customer type, an effective strategy requires an in-depth understanding of what customers truly want.

So despite being a digital leader, Amazon has designed an omnichannel customer-care strategy in which live agents still figure prominently to handle complex requests, demonstrate empathy, and resolve issues quickly.Ĭompanies seeking to keep pace with industry leaders must embark on an omnichannel transformation-one that views touchpoints not in isolation but as part of a seamless customer journey. Because self-service has thus far largely proven inadequate-that is, customers still often seek out a live agent on the phone-Amazon steers customers to the channels that are best suited to their preferences while also offering digital live interactions and company-initiated contact. Amazon, for example, has also built self-service and e-care capabilities, but with a key difference. To understand what such companies got wrong in their omnichannel strategies, one needs look no further than digital leaders.