From multichannel to omnichannel in telco customer service

11 Jul 2022

Multi-channel and omni-channel are terms that seem similar but are very different from the customer’s point of view, and therefore, telcos need to evolve in this sense. This will enable them to improve their customer service and ensure user satisfaction. But what should telecommunications companies consider when taking this step?

Multichannel or omnichannel?

Multi-channel is a strategy that consists of using several channels to maintain contact with the customer and allows it to send promotions, inform about new products or answer questions. However, omni-channelling goes further and takes advantage of all available media, while connecting them, which leads to total coverage, searching of the public instead of telling them how to communicate with the company. This is a giant step forward in meeting needs, which makes a substantial difference.

One factor to bear in mind about omni-channel is the user experience. It must be always positive, from the response time to the tone of voice used in communication, which may seem like minor details, but customers do not want to waste a second on something that is not worthwhile. They also expect to be treated according to their needs.

Therefore, an omnichannel strategy must be customer-centric, know them and manage all the channels they are in to satisfy them as much as possible. Otherwise, they will not hesitate to express negative opinions in any medium to which they have access.

It is also crucial to identify the user in all channels as we move towards omni-channel. It is a matter of always having the information already collected from previous contacts, as it allows the creation of context so the agents in charge of responding can do it efficiently. In addition, the goal is for the user to move between channels without noticing a change in their experience. For example, they can initiate an email communication, continue with a phone call, and finish a transaction on a mobile app. And all of this must be connected.

Traditional or digital channels in the omni-channel strategy?

Today there are many channels, and it is not always easy to be present in all of them. But, in any case, the attention must reach both traditional and digital customers. This means that even if we have a chatbot to solve common queries, we will also need a telephone number or the possibility of going in person. Thus, the customer will be able to choose the one that suits them best or the one that their technological skills allow them to use.

The aim is to provide adequate coverage for the customer’s needs. These may arise at any time, so digital channels are the perfect solution to provide 24/7 assistance, while channels such as one-to-one or telephone channels may have more restrictive opening hours, but it is quite simple to implement solutions in this regard. Alongside them, traditional ones such as phone calls allow for a close and personal approach, as well as a proper management of complex and specific problems. By covering all fronts, no need is left unresolved. Multichannel must lead to omnichannel in the telecommunications sector, because when customer satisfaction is at stake, it is essential to provide a good service for them to continue to trust the company.

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