Originating from the world of commerce, the term omni-channel has become more and more prevalent in customer service these days. Is it just a synonym for multichannel and thus just old wine in new skins, or is there more to it?
An omni-channel customer service approach integrates channels in a seamless way, making it a key step towards real customer engagement. Merely offering multiple interaction channels for customers to reach out to customer service is table stakes. Customers just expect to receive service on the channel of their choice, whether it’s phone, email, web, chat, self-service, social media channels or in-person interactions. Clearly, it’s not the number of interaction channels that will set your company apart from the rest. Instead, a true differentiator will be the ability to deliver seamless, consistent, and personalized customer service interactions every time.
Why is omni-channel customer service the key to better customer engagement? A customer that is reaching out to for support is not thinking in terms of channels. All he or she cares about is getting the issue at hand resolved, as quickly and conveniently as possible. Clearly, today’s customers have higher expectations than ever before, and that includes the way they interact with companies.
Omni-channel customer service provides a customer experience across all channels that is seamless, integrated and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Interactions are becoming increasingly non-linear (that is, not necessarily following a predictable path) and fluid across communication channels. Companies that want to meet customer requirements and achieve service excellence are replacing the many views of the customer they often hold today with one unified view of the customer. As a result, they are able to respond to the customer’s constantly evolving needs in a consistent way.
What do you need to do to meet your customers’ requirements?
- Meet your customers where they are, that is in the channel of their choice.
- Know who your customers are, the products and services they have purchased, and their prior interaction history, regardless of channel.
- Operate as a single brand and channel, orchestrating customer experiences across all touch points.
- Show customers they are valued through personalized offers, treatments and rewards.
Done right, service excellence will provide a much-needed competitive edge for your organization. 
As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, on premise to cloud, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable customers to operate profitably, adapt continuously, and grow sustainably.
Learn more
To find out more, call us today at +1-800-872-1727 or visit us online at www.sap.com/customerservice.