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Wholesale VoIP Feature Article

Telecoms Need to Get on Board with Omnichannel Customer Service

March 17, 2017

By Laura Stotler, TMCnet Contributing Editor

For businesses that want to effectively communicate with customers and succeed when it comes to customer satisfaction, omnichannel service is the name of the game. We discuss omnichannel customer service a lot in this space, particularly as it relates to technology solutions that enable a variety of channels for customer interaction. But defining the omnichannel approach to service isn’t always a simple matter and things become even more complex when businesses attempt to implement an omnichannel service philosophy.

A recent blog post from VoIP Innovations (News - Alert), a wholesale VoIP carrier specializing in a variety of communications services, clears up some of the confusion. The company explains that at a high level, omnichannel may be defined as a contextualized approach to customer service, providing full and seamless integration of all communication channels. The omnichannel approach aims to cut out silos among various channels to create a holistic customer journey. And the end result is better consumer engagement on an individual level, as well as a more intuitive understanding of customer needs and preferences.

Omnichannel service takes business out of traditional ways of competing and makes the customer experience a competitive differentiator. According to the Harvard Business Review, nearly 75 percent of customers use multiple channels during a shopping experience, so having an omnichannel presence is essential to remaining competitive.

“It seems we’re on the precipice of omnichannel and the future of the customer experience,” writes VoIP Innovations. “For companies that have yet to embrace omnichannel, mounds of research indicate that now would be the time to do so. This is especially true for companies in industries with the highest customer dissatisfaction rates – like telecommunications.”

Companies are certainly getting on board with the omnichannel approach, and 89 percent of companies queried by Gartner (News - Alert) in 2014 indicated they planned to compete primarily based on customer service by 2016. And a 2015 survey from Deloitte found that 85 percent of businesses view customer experience provided via the contact center as a competitive differentiator. A further 96 percent expect contact centers to grow to meet the vigorous customer service demands dictated by the omnichannel model.

Telecommunication companies should take the omnichannel trend seriously if they want to remain viable and competitive. After all, six out of the 10 companies listed in the 24/7 Wall Street 2015 “Customer Service Hall of Shame” are in the telecom industry. With telecom already under competitive fire from OTT upstarts and the steady shift to the cloud and subscription services, an omnichannel approach to customer service may very well be the final competitive differentiator.

Edited by Alicia Young

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