Think about the way that most people compute and connect today. During your morning commute you may be accessing content using a smartphone, in the office you’re on a laptop or PC, and in the evening you might be sitting on the couch with a table.
Good application and content providers understand this phenomenon and design with these different communications in mind. However, for some failing service organizations, things just don’t work this way. If you’ve ever emailed or chatted with a support representative and then called later to a support person who had no idea you had ever contacted the company, you understand the cost of failing to service customers across all channels.
In his research into customer experience management and service, Aberdeen Senior Research Analyst Omer Minkara has looked at the trend of omni-channel customer care and the benefits that organizations gain by taking this approach.
In this Aberdeen video, Jim Rapoza talks to Omer about omni-channel customer care, what it is, and how businesses can gain by adopting this practice.
For more information on omni-channel, read Omer’s report Omni-channel Customer Care: Empowered Customers Demand a Seamless Experience.