Channeling the experience: Serving customers in an omni-channel future

In our now omni-channel world, the need for seamless service across channels is not a nice-to-have; it's a need-to-have because we now know that customers who shop on at least two channels spend more money.

We can be talking about insurance, retail, utilities, finance; the customer expectation is just as high. Interacting with them on multiple channels is one thing, but to impress, it will take you to follow them from one channel to the next. Unless channels are connected - so that conversations and transactions started on one can be continued on another - the customer experience is likely to:

1. Disappoint.

2. Cost more than it should to deliver.

3. Generate less revenue.

So, when the motivation to create an omni-channel experience is clear, why is it not yet the norm?

The sad truth is, most organisations are not in a good position to achieve omni-channel customer management. Lacking the technologies and multi-disciplined approaches required. Most importantly, their internal structures actually mitigate against it.

Insurance companies and financial services generally, are very likely to be guilty of this. So what can be done? Webhelp has created a guide to what a truly omni-channel experience should feel like, why it's good for business and critically, the simple steps needed to achieve it.