Keys to Create and Measure Omnichannel Customer Journeys

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Digital disruption is the new norm. Companies like Uber, Airbnb, and Netflix are leading the way by providing innovative and effortless omnichannel customer journeys. But creating and measuring omnichannel customer journeys can be a difficult process and can be hindered by out-of-date technology and processes within the organization. Customers are demanding omnichannel but what is the best way to implement new channels that work seamlessly with existing channels? And how can you measure KPIs and track CSAT across all channels and journeys?

Ted Hunting, Senior Vice President of Marketing at Bright Pattern, had the chance to discuss this topic last week at ICMI, the highest-rated event in the customer experience industry. If you weren’t able to make it to the event, here is a recap of the session with five keys to create and measure omnichannel customer journeys.

5 Keys to Create and Measure Omnichannel Customer Journeys

Key #1: See the Customer Journey and Act in the Moment

Empower your agents to provide tailored customer service by providing tools that allow them to view the customer’s journey at the micro level. In order to create an effortless, personal omnichannel experience, agents must first be able to see the journey, including a summary of all historical interactions, regardless of channel. Agents who see the entire journey are able to act in the moment and utilize prior data to help customers faster and with less effort (i.e., without having to switch between different software and desktops).

If you are offering omnichannel with traditional channels, such as voice, email, and chat as well as emerging channels like video, SMS/text, in-app, and social messengers, it is critical to show agents context from each channel interaction.

Some companies may also decide to measure not only by channel, but by journey type, product, or store branch. For example, a bank may measure across different segments like money transfer, credit card purchases, and mortgages.

Key #2: Get Your Second Channel Working with Your Voice Channel

A lot of companies struggle with making the shift from multichannel to omnichannel or even adding on their second channel of communications in a seamless way. We suggest getting your top two channels to work as one. You can always add more channels later, but if you don’t get your top two channels working, other channels you add into the mix will likely also be siloed, causing friction in your customer’s journey.

Creating omnichannel journeys between web chat and voice is the use case we see most often. Customers typically go to company websites in the hope of using self-service FAQs to answer questions, but they often end up engaging with web chat if they cannot find their answer. From there, a customer may want to channel hop to voice in order to solve the issue faster. With this use case, it is critical that you have omnichannel technology to escalate the chat to a call with the same agent. Under a multichannel model, the customer would have to call in to a separate siloed customer support group and repeat all the information they provided in the web chat session. Repeating information causes frustration. Instead, empower both customers and agents to communicate in an omnichannel way.

Key #3: Communicate Digitally

Not only is it important to get top traditional channels like voice, email, and web,chat working as one, but it is important to make sure when adding innovative emerging channels, that you do not create new silos. Even if voice and web chat are your primary channels, you should always try to implement new channels with an omnichannel customer journey in mind. Facebook Messenger, texting, and bots are some more innovative channels that companies are starting to utilize. Seamless channel hopping with a complete historical view for agents is just as important in these channels, if not more.

It is likely that customers communicating over these channels have a higher standard and demand an innovative omnichannel experience. Many companies are deploying bots with the goal to automate interactions and spend less on labor. They are developing bots in silos, however, using an inside-out approach and failing to create customer-centric bots. Because of this, more than 40% of the bots deployed in 2018 will be shut off due to poor CSAT. Companies must take customers’ needs into consideration when creating these bots and make sure it works seamlessly with existing channels to promote channel switching and escalation to a live agent if the bot is failing to answer the question.

Key #4: Measure the Omnichannel Journey

In Key #1, I mentioned the importance of measuring the journey at the micro level so that agents can personalize customer interactions. It is also important to measure the omnichannel journey at the macro level to make business decisions backed by real-time data. Supervisors and CS leaders need to see the journey at the macro level to improve the journey.

Companies can analyze journey types across all channels by analyzing KPIs. By asking for a simple 5-star review across all channels, companies can identify which channels are underperforming. They can also see which type of interaction is underperforming. Beyond tracking NPS and CSAT through customer surveys, companies can also track omnichannel customer journeys utilizing artificial intelligence (AI). By measuring the sentiment of each interaction on each channel, CX leaders can make actionable changes to the journey. Once you can measure omnichannel NPS, CSAT, and sentiment, make sure the relevant parties are aware of the KPIs with omnichannel dashboards.

Measure Across All Channels

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Measure by Journey Type

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Key #5: Take a Platform Approach

When beginning your omnichannel journey, the technology and partners you choose are critical to your success. Cloud omnichannel lets you be nimble and start your omnichannel journey right now. It also provides you with the latest and greatest capabilities—as new channels emerge, your cloud vendor will support them. Cloud contact center platforms also can be acquired at a lower cost, are fast to deploy, and are easy to manage. It is also important to make sure your vendor has native channels that were built in-house from the ground up. Native channels are the enabler of true effortless, personal omnichannel conversations and omnichannel measurement.

Out-of-date technology is the main pain point when going omnichannel. Most vendors offer multichannel but fail to offer seamless omnichannel across all channels with all history carried over for the agent to view. Even more vendors struggle to offer a way to measure a complete customer journey in an omnichannel environment.

If you would like to talk more about your journey to providing omnichannel support and ways to measure its success, talk to our team today!

Shelby Faris

About Shelby Faris

As the Marketing Manager at Bright Pattern, my main goal is to increase awareness on the growing benefits of cloud-based technologies in the contact center industry.

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