NobelBiz® Blog | First Contact Podcast VIDEO | Why Omnichannel Mattershttps://nobelbiz.com/wp-content/uploads/2020/04/christian-montes.png Host Christian Montes Executive Director of Sales at NobelBIz It’s no surprise that the Contact Center Industry has a slow adoption rate when talking about omnichannel, but what are the reasons behind that? Working with so many companies implementing technology, Fred comes with a straightforward explanation for that. More from the episode! https://nobelbiz.com/wp-content/uploads/2021/05/Stacey.png Guest Fred Stacey Co-Founder & GM of Cloud Call Center Search Published on May 21st, 2021 Why Omnichannel Matters Omnichannel approach and customer experience go hand in hand. In an age when consumers have endless options to choose from in the virtual space, omnichannel customer services include visibility and engagement. The customer journey and CX have become defining criteria by which a consumer chooses a product or a brand. PGlmcmFtZSBzcmM9Imh0dHBzOi8vb3Blbi5zcG90aWZ5LmNvbS9lbWJlZC9lcGlzb2RlLzZ2MG1hVjgxRWVWWnAyajNKQUFHWjYiIHdpZHRoPSIxMDAlIiBoZWlnaHQ9IjIzMiIgZnJhbWVib3JkZXI9IjAiIGFsbG93dHJhbnNwYXJlbmN5PSJ0cnVlIiBhbGxvdz0iZW5jcnlwdGVkLW1lZGlhIj48L2lmcmFtZT4 In the contact center industry, omnichannel has definitely become a buzzword, but many call centers are still uncertain how to get onboard. Besides, the number of options available, the clear difference between premise, cloud or hybrid solutions might be the reason behind the slow adoption. Christian: When we talk about technology, adoption, things that are becoming more readily available, we've been talking about omnichannel and everyone has a different definition. You're on the ground, you're working with the companies implementing technology, what do you think omnichannel means, today? Is anybody implementing an omnichannel, are they really using it, or is it still siloed, the way we have seen it for many, many years? Fred: First of all, to me, I always go back to the customer experience to talk about omnichannels. The true omnichannel is the ability to seamlessly switch customer communications, no matter the channel, without any pause or hesitation or loss in data or insights. It's the ability to go from: ‘Hey, Mr. Customer, why'd you call in? Oh, I see that there's a problem. Can we switch to text? Great, we're on text, show me a video of the back end of the router? Great, unplug this, plug it back in, show me the front. Does it work? Great, awesome. Can I send you a text as a follow up to, to share your experience? By the way, you know, you can do selfservice here?’ It's the interaction of any channel of communication, and it's the right channel for that particular customer and helping them navigate, then solve whatever problems they have. So are we there? I'd say they’re a handful that I bumped into or they're from a omnichannel delivery perspective. But they're not there holistically, in all of their stack yet. Some people made the leap and omnichannels have been around forever. I would argue that most deployments right now are multichannel, because there is no seamless channel switching, there's no data and in a lot of instances, (because of their alternate tools for different channels), the data isn't being, brought back to a data warehouse and normalized and actually structured and leveraged in a way for the business. In those environments (social media companies), definitely, because, they've kind of built their own customer experience journey inside that technology, and it is seamless. I think we're getting there as an industry but we're still far from it. It's much like the premise to cloud discussion. It's the same thing in my mind, until we solve that piece. And when I talk about the cloud, a lot of people get confused. They think they are just cloud vendors. I think of cloud as you know, it could be a dedicated Cloud deployment in your own cloud infrastructure. It could be a hybrid, it could be a true shared cloud environment. The cloud is a cloud, right? In the tech side, it's all physical servers. It's not like it's sitting up in a cloud. Omnichannel it's possible, it takes work, it takes reorganizing your processes and your people. It’s any major deployment, like this is all about the three pillars: people process and technology. It may sound weird coming from a tech guy, but people first, process second technology, third. Christian: I think one of the things that you had mentioned is really important here is that there may be technologies that can enable you to do it. But they're still the people in the process that are still siloed, they're still built, trained, manage on boarded and kept in where they feel comfortable, That part is comfortable for a lot of people because they're used to it, they know how it works, and they understand it. And being able to break something that's working right and moving it into something that may or may not work to what they think it is, at times is scary for people, and they just won't make the leap. Work Remotely with our True Omnichannel Solution: NobelBiz OMNI+ Brings Your Contact Center into the Present You need a solution that lets you do everything remotely, from a single platform with as little effort as possible. That’s where NobelBiz OMNI+ comes in!