Bob Furniss, Customer Care Practice Director at Bluewolf, shared his thoughts on what it takes to deliver an omni-channel customer experience during a Thought Leadership Spotlight Presented by Bluewolf at the 2015 Customer Care Leadership Forum in Atlanta on Nov. 3. In his presentation, “From Multi-Channel to Omni-Channel – How to Make 8+ Channels Feel Like ONE!,” Furniss said today’s organizations must own the relationships with their customers to deliver effective client support day after day.
Furniss pointed out that digital technology is playing an important role in how today’s organizations deliver a first-rate customer experience. He also noted that social media empowers customers, giving them the ability to share their customer experiences with one another in an open forum. In addition, Furniss said building an omni-channel customer experience requires organizations to manage all of their customer engagement channels consistently: “The first thing that I need to do if I’m going to build this omni-channel approach and I’m going to manage all of these different channels is I have to make sure that my knowledge is solid. There are various tools out there around knowledge. The knowledge can be strewn across many places.”
According to Furniss, self-service tools should be implemented to help increase customer engagement. And combined with an omni-channel approach, Furniss added, an organization can deliver consistent customer service: “When I begin to look at Omni channel I have to really look at my business and the journey maps and understand am I giving the same level of service in each one of the channels that I’m managing? It’s that consistency, that one channel mentality that whether I’m coming in on chat or whether I’m coming in on SMS.”