How to Create a Seamless Online to Offline Customer Experience

Customers today expect a seamless experience online or offline. They are just as likely to reach out to you by email, chat, text, or social media as they are to pick up the phone and call.

Regardless of which communication channel they pick to connect with you, you need to provide a superior experience. That means being able to move from channel to channel seamlessly. It’s no longer unusual for customers to switch between channels even on a single query. All of your business systems need to be connected to a unified communications system.

Make It Easy to Go From Online to Offline

Make the process easy for customers to move from online to offline. Employ call-to-click phone numbers on your digital advertising, website, and landing pages. This encourages more calling, which allows you to provide a more personal experience. Each call is an opportunity to delight a customer, solve a problem, close a sale, or provide an upsell opportunity.

Call Commerce

We traditionally think of customer service as agents with headsets talking to customers on the phone. It’s not something you can take for granted. BIA Kelsey calls “the new click.” They estimate calls influence as much as $1 trillion in consumer spending in the U.S.

When people are visiting your website or researching your products and services and then call, they are engaged with your company. You need to handle these calls efficiently and with care to provide a great customer experience.

Handle Calls Efficiently

Utilize technology to decrease wait time as much as possible. Interactive Voice Response (IVR), skills-based routing, queued callback, and web callback options improve the chances someone can get to the right person more rapidly. This technology has proven to improve customer satisfaction and improve first call resolution.

Other communication channels, such as texts, inbound chat, email, and social channels should be connected through a single dashboard so that agents can handle queries regardless of where they originate.

By integrating your systems, databases, and Customer Relationship Management (CRM) software into your Call Center software allows agents to manage every customer engagement in an optimized way. Your communications hub should also be connected to your knowledge base.

Monitor and Train

Managing both your online and offline customer interactions takes active monitoring. Supervisors and agents should be able to monitor workflows and track performance. Supervisors should be able to employ advanced monitoring, such as call barge, monitor, and whisper.

These tools can be used for training and coaching to improve agent performance. Voice and screen recordings can be used as training tools. Speech analytics can automatically scan customer interactions and recordings to automatically detect compliance or agent issues along with missed opportunities. When issues are identified that can be improved, the software can notify supervisors to take corrective action or provide coaching for agents.

Use Post-Call Surveys

Your customer contact center software can track the entire customer journey from the initial contact to call termination. Before disconnecting, they can be asked to assess their customer experience and provide valuable feedback.