Omnichannel Contact Center: A Useful Tool Many Vietnamese Businesses Miss Out On

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Providing a positive and consistent experience is key to overcoming any crisis. Even the COVID-19 pandemic presented businesses with many opportunities. Building customer loyalty is the foundation for sustainable growth.

To effectively seize this opportunity, an omnichannel contact center is a smart choice.

What is an Omnichannel Contact Center?

An omnichannel contact center is a high-end customer service model aimed at increasing customer retention rates.

An omnichannel contact center allows customers to receive advice whenever they want, through their chosen communication channels. This is an effective customer service strategy and can even become a unique selling proposition (USP) to help businesses gain a competitive edge in today’s fierce market.

To achieve the desired success, the company should consider investing in a smart virtual call center. An integrated system will allow customer service representatives to easily move between channels. This enables the business to continuously advise and answer customer inquiries regardless of the platform. With the right customer service scenario, an omnichannel contact center will enhance customer experience and engagement.

What is the difference between an omnichannel contact center and a multi-channel contact center?

Companies are increasingly focusing on increasing the number of communication channels to reach customers across all platforms, from web and SMS to social media. However, the aforementioned multi-channel approach will not be as effective as omnichannel.

The difference between the two contact centers lies in integration. With multichannel, employees are typically assigned to work on a single channel, for example, customer service via phone calls or digital channels like email and SMS. Furthermore, they need to quickly and independently address customer inquiries.

The problem with this method is that it doesn’t provide a seamless experience. This stems from the fact that each channel doesn’t have a complete history of customer interactions. An omnichannel contact center, however, integrates all customer interactions across channels into a single system. Relevant information and personal profiles help staff better understand customer psychology and provide better customer service.

Nemertes Research conducted a 2019-20 study on intelligent customer interaction across 518 organizations. According to the study, the use of omnichannel contact centers increased from 8% in 2016 to 31% in 2019. Despite this impressive growth, Robin Gareiss of Nemertes Research stated that too few organizations actually utilize integrated omnichannel. Gareiss said that the data collected demonstrates that companies using omnichannel contact centers are more successful.

How to optimize the customer experience with an omnichannel contact center?

Seamless Channel Connections

With an omnichannel customer service center, customers can call, email, text, or communicate through any digital channel. At the same time, staff can view the entire service journey and respond and resolve issues accordingly.

Intelligent Routing

An omnichannel contact center allows linking customer data from all interaction sources. When other applications like CRM are integrated with the customer service system, intelligent call routing can use customer details to direct them to the appropriate service department immediately.

Omnichannel Customer Service Center Integrated with CRM

Continuous Information Gathering Along the Customer Journey

Effective Multichannel Service Interaction. This is the foundation for a better customer experience and stronger brand reputation. Because they track customers across channels, collecting data throughout the process. If a customer switches from social media to a direct phone call, their history and account details are readily available to the customer service representative. Customers don’t have to repeat their needs when starting a consultation on a different channel.

VIHAT TECHNOLOGY Co., Ltd

Headquarters: ViHAT Building – 06 Street No. 16 (Him Lam Residential Area) – Hiep Binh Chanh Ward – Thu Duc District – Ho Chi Minh City

Hanoi Branch: Floor 15, LADECO Building, 266 Doi Can, Ba Dinh, Hanoi

Cambodia Branch: Thida Rath #154 St. 33MC, Sangkat Steung Meanchey, Khan Mean Chey, Phnom Penh