Aspect Vice President Serge Hyppolite explained how companies can deliver omni-channel customer service during his presentation at the 2014 Customer Care Leadership Forum in Denver on Sept. 11. In his presentation, "Your Customers Are Calling for Omni-Channel Service: Are You Listening?," Hyppolite pointed out customers want multiple ways to interact with companies, and businesses that fail to offer omni-channel customer support risk falling behind their rivals.
According to Hyppolite, today's businesses are part of a multichannel world. Consumers are empowered by tablets, smartphones and other mobile devices, Hyppolite said, and companies that recognize the value of delivering omni-channel customer service can gain a competitive advantage over their rivals. Web self-service also is part of providing an omni-channel customer experience, Hyppolite said: "As you put more power in the hands of the consumer, the consumers are actually taking the time to do a lot of research on their own before they engage you ... The traditional model of training for your agents has to change, understanding that your consumer’s coming into that engagement informed much more than they were before."
In addition, a "relationship revolution" is taking place between companies and their customers, Hyppolite said. If a company can take advantage of social knowledge, Hyppolite said, it can leverage customer feedback and build long-lasting relationships with customers: "It’s really all about social knowledge. Consumers have access to each other [and] access to other consumers. I know personally if I’m making a purchase, I look at reviews before I make this purchase. I search for information. I look at feedback from my peers. All this access is putting power in the hands of the consumer."