Recognizing the numerous customer touchpoints and ensuring consistency in all interactions is critical to providing an engaging experience for your customers

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

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Recognizing the numerous customer touchpoints and ensuring consistency in all interactions is critical to providing an engaging experience for your customers

Today’s customers are already empowered by an abundance of technologies, and the way businesses now handle customer service has changed dramatically in recent years. Customers expect every interaction they have with companies to be a seamless experience, and the interactions between them should take place across multiple channels and devices. The only way to provide a unified brand experience and expect the same quality of service is through Route Mobile’s omnichannel communication platform.

To provide an engaging experience for your customers, you first need to understand various customer touchpoints and make sure that the interactions that take place are consistent. For instance, a customer wants to make a request for the return or exchange of a product during the weekend. Naturally, the customer would solicit an instant response to the query. Calling a customer service desk might result in a longer wait time. Customers can always opt in by choosing a WhatsApp-based support service to resolve their queries.

The WhatsApp Business Services bot can be programmed to recognise and respond to regular sales and support queries or frequently asked questions in a conversational manner by using relevant keywords, and preferred timing within or outside working hours. It can deliver a human-like experience and provide a higher level of engagement. This can be repeated 24 hours a day, seven days a week, until the bot runs out of answers and seamlessly transfers the conversation to a human agent. Giving access to the customer’s preferred channels helps build an engaging relationship.

Now let us dive deep into how you can improve your omnichannel customer experience.

Personalisation across channels

Omnichannel personalization is about providing a personalised experience across various channels, such as email, SMS, Enhanced Business Messaging, and voice. Capturing customers’ touch points and engaging them with a consistent experience gives your brand an edge. For instance, one of your customers visits your e-commerce site and adds earphones to the cart, but leaves without making a purchase. Here, a brand can retarget the customer by sending a personalised email on what they have missed and offering an exclusive discount to make the purchase.

Build customer relationships

Building strong customer relationships is the key to any communication. If any customer experiences bad interactions, chances are they might stop using your products or services. Omnichannel communications help align goals across all interactions and deliver a consistent experience. Along with building strong customer relationships, they also help to build brand loyalty as customers get the same quality of service across multiple channels.

Tushar Agnihotri, Country Head, India & Regional Head, APAC Route Mobile Ltd

Offer self-service

Nowadays, customers look forward to having digital-first customer service support and want to tackle their needs and issues at their own preferred time. With AI and automation, your bots and live agents can seamlessly work together. For instance, if a customer visits your website and finds a click-to-chat button redirecting to Viber, they can instantly start a conversation with your customer service agent, thereby resolving their issues.

Leverage real-time analytics

By leveraging real-time customer data, businesses can make personalised recommendations, inform customers about special offers, and increase cross-sell and up-sell opportunities. By successfully analysing real-time analytics, you will also be able to understand the behaviour of your prospects and later take them on the path of turning them into customers. Customer demands are poised to change in the future, and traditional customer service will no longer meet the unique demands of your customers. With an omnichannel communication platform, you can serve the rapidly changing needs of your customers better in the future, which in turn can increase customer retention.

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members