CSG Omnichannel Communications
Omnichannel Communications to Improve Customer Experience
You have many options for communicating with customers. Your company can call, send emails, text or send printed documents and notices. How do you unify various channels of communication to create a seamless experience for customers? By partnering with CSG to design a comprehensive omnichannel communication strategy.
What is omnichannel communication?
Omnichannel communication refers to using multiple, coordinated communication channels to engage with customers, delivering consistent experiences across all interactions, even when customers switch channels. On average, consumers use eight online and offline channels to engage with companies, choosing which channel to use based on where they are and what they’re doing.
Omnichannel communication vs. multichannel communication
Omnichannel communication is sometimes confused with multichannel communication, but they’re different. A multichannel communication strategy means that businesses use several communication channels, allowing customers to interact wherever they are (online or offline). However, the channels are not connected, so they function independently. This means customers can’t have a conversation with a chatbot and continue it with a live agent without starting over.
In contrast, an omnichannel communication strategy refers to having multiple communication channels that are connected, delivering a consistent customer experience at every touchpoint. This customer-centric approach requires deep understanding of customer needs and an omnichannel communication platform.
Provide a seamless customer experience with minimal disruption,
even if the customer switches channels.
Break free from communication chaos
even if the customer switches channels.
Omnichannel communication platform channels
In person (storefront)
In-store customer service representatives (CSRs) should have information about the customer’s previous interactions (e.g., chat or contact center transcripts), allowing them to quickly assist customers. CSRs won’t waste time repeating the previous, unsuccessful attempts to resolve the problem.
Voice
Many customers (69%) prefer making a phone call (instead of using digital self-service) for customer support. An inbound interactive voice response (IVR) system automatically directs callers to the correct self-service tool or live agent, reducing call transfers, handle times and costs. Agents receive IVR call transcripts, so customers don’t have to explain the issue again.
Email is a tried-and-true approach for connecting with customers, particularly for marketing campaigns. Across generations, 70% of U.S. consumers said they like being contacted by brands via email. Segmentation helps brands cut through inbox clutter and increase response rates, and communications control uses a decisioning engine to prevent sending conflicting or excessive messages.
SMS, MMS and RCS
Companies use business chats for promotions, notifications (e.g., delivery status, service outages) and appointment reminders. Commercial/promotional short message service (SMS) and multimedia messaging service (MMS) have higher open/read rates than email. Rich communication services (RCS) combines the global reach of SMS with the advanced features of chat apps to deliver more interactive, captivating user experiences. RCS increases message response rates by making it simple to respond via clickable buttons within the message. CSRs can access these messages which provide them helpful context for customer interactions.
Social media
Social media is a popular channel for advertising, brand communication and gathering feedback. When social media is integrated with other channels, customers can begin a discussion on social media and continue it on another channel without losing context and having to start over.
Push notifications
Businesses can send targeted push notifications to customers based on their interests (via browsing history) and purchase history. Push notifications can announce new app features, remind customers of upcoming events (such as sales), and prompt customers to purchase items they left in their shopping carts.
Virtual assistants
Conversational-AI-powered virtual assistants provide customer support services 24/7, improving efficiency and customer satisfaction. Virtual assistants can answer common questions, schedule appointments, update account information and provide basic tech support. Conversational AI assistants anticipate customer needs based on their profiles, sentiment and cross-channel interactions.
Several industries (e.g., financial services, healthcare, legal) are required to provide certain documents to customers. For example, mortgage companies must notify customers when their loan is paid in full. Financial institutions can use customer journey orchestration to trigger sending print notifications when customers don’t respond to digital communication (such as email).
CSG’s omnichannel communication platform benefits
Most customers expect consistent interactions across departments, and they expect all company reps to have the same information about them. An omnichannel communication strategy is essential to meet these expectations.
An omnichannel communication platform:
- Improves customer satisfaction: Provides a consistent and personalized experience across all channels. Customers appreciate the convenience of being able to pick up where they left off when they switch channels.
- Increases customer loyalty: Builds stronger relationships with customers by understanding their needs and preferences.
- Enhances operational efficiency: Automates routine tasks like quick replies that work across channels, reducing manual effort.
- Is a single source of truth: Gives customer representatives a complete view of customer interactions, account information and context, so customers don’t have to re-identify themselves and repeat their concerns.
- Supports better decision-making: Provides data-driven insights into customer behavior, guiding the improvement of processes and communications.
- Improves compliance: Helps businesses comply with regulations related to customer communication and privacy, such as the Health Insurance Portability and Accountability Act (HIPAA).
Deliver consistent CX with CSG Engagement Channels
Consistent, omnichannel communication is the foundation of exceptional customer experience and loyalty. Connect with customers through any channel—IVR, email, business SMS, MMS, RCS, push notifications—in real time, and deliver consistent, personalized messages across the board using CSG Xponent Engagement Channels.
A proven customer engagement leader
Get started with an omnichannel approach to CX
Deliver the right messages at the right time to consumers, whether that’s when they’re searching for your products or when something goes on sale that they’ll love. Implement our integrated omnichannel communications solution today and watch your bottom line soar.