Organisations may have invested heavily in implementing omnichannel strategies, but it is becoming increasingly apparent that this does not guarantee improved engagement or customer experience, because their back-office systems aren’t integrated.
Having multiple channels of communication does not guarantee a better experience for the customer unless it is seamless.
It is the ability to deliver a consistent experience across the channels you’re active in that customers truly value, and that builds customer satisfaction and trust.
Again, it comes back to the customer experience. If a customer goes into a service that’s delivered on one channel, drops out but then later returns via a different channel, they should be able to pick up where they left off.
They are interacting with one company ‒ the fact that it’s a different channel is irrelevant to the customer. If your systems aren’t integrated, if there is a disconnect or repetition in the journey, it’s confusing for the customer and, let’s face it, irritating. Confusion leads to distrust. And distrust leads to disloyalty.
7) Gladly: 2018 Customer Service Expectations Survey