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Omni-channel Series: SUMMARY – 6 quick fire ways to offer an omni-channel experience

In this Omni-channel Series we’ve looked at why you should adopt an omni-channel customer experience, the top use cases for an omni-channel experience, what an omni-channel model should look like and why your omni-channel might be failing. In this final blog of the series, we summarise the quick fire ways to implement an effective omni-channel experience:

  1. Analyse customer frustrations and the failure within each channel e.g. containment and the root cause of switch. That’s going to give you the right insight to reduce friction.

  2. Identify the insights into what customers are trying to achieve in the channel and help build that roadmap to change. So if customers are telling you they’re trying to do certain transactions in a certain way, capitalize on that to get the best bang for your buck from the digital roadmap.

  3. Prioritize changes that deliver both an improved CX as well as reducing operational costs. You’ll get a quicker payback to fund more change.

  4. Work to reduce the channel silos and reduce customer friction. A typical target operating model to achieve this is between one and three years so this will take time but start none the less and you will realize benefits and reduce channel friction as you go through that journey.

  5. Aim for an omni-channel experience in which every customer knows what channel to use for what transaction and every interaction is handled correctly first time, Again this will take time and may not by 100pc achievable but let’s make inroads to try to move to that space.

  6. Be prepared to be overwhelmed for a short period of time – by the data and by the possibilities. Work with a partner who can help to make a quick difference, because otherwise PRCs will just become science experiments and a reason to not do things. Making a small thing successful to start with is always better than anything else.

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