Customer Service in the Age of the Omnichannel

According to Forrester, only 31% of organizations closely monitor the quality of interactions with target customers. And if we narrow that percent down to the organizations that monitor multi-channel customer communications, that number shrinks tremendously. The scary realization is that 25% of consumers utilize one to two channels and 52% of consumers utilize three or four channels when seeking customer care (Ovum). Customers want to communicate with service reps over various channels. Just capturing voice communications leaves a lot of customer insight on the table. 

Traditionally, call recording would simply record voice interactions which would be used for agent training and evaluation. With 52% of consumers utilizing three or four channels to contact customer care, just recording voice communications doesn’t cut it anymore. Organizations are missing out on vast customer insight and possibly falling short on customer service levels because they aren’t monitoring what they are typing and texting. Although voice remains the number one communication channel, text based communications are creeping up. According to eConsultancy, Consumers prefer assistance over the following channels: Phone (61%), email (60%), Live Chat (57%), online knowledge base (51%), “click-to-call” support automation (34%). Email and live chat are almost equal to the need for assistance over the phone, which means recording those text interactions should be of equal priority. 

Recording multi-channel customer interactions provides valuable insight into the customer experience and with the use of real-time analytics, in depth reporting, classification and advanced search functionality interaction recording technology provides the means to make various types of communications data actionable. This multi-channel recording capability provides an extremely powerful competitive advantage for any organization. It assures customer service is exceeding expectations regardless of the channel. 

All else aside, the customer is changing. SaaS is there to bridge the gap between increasing customer expectations and an organizations ability to meet those expectations. Basic call recording is only capturing a fraction of customer interactions. Interaction recording provides a holistic view of customer service levels throughout the entire customer journey.

“By 2020, the need for a unified consumer omni-channel experience will be complicated by the need for nearly perfect execution. However, expert use of business intelligence tools, coupled with a profound understanding of shoppers' needs and experiences in real time, may make omni-channel a realistic goal.” PwC Retailing 2020: Winning in a Polarized World