Omni-channel: is it really possible?

In our last issue of Contact Center Hub we asked the following question: is omni-channel really efficient or does it simply cause a lack of control in lead management?

The answer is simple: like everything else, it depends on how it is carried out. Omni-channel is key to obtaining quality leads and differentiating yourself from the competition, but it is important to do it correctly.

How to implement different channels to capture leads

Leads go through a cycle that goes from contact to closing – or not closing – the sale. To make the whole Customer Journey more profitable, it is important to offer different contact options, so that they can choose the one they are most comfortable with.

However, having several channels means more difficulty in managing them, more agents, more leads on hold, more open programmes in the Call Centre… Or maybe not.

It is very important to have the right tools so that sales agents can carry out their work efficiently: having an omnichannel, decentralised and sales-specific CTI is the key.

Omni-channel to remove the barrier between online and offline

Removing or lowering the barrier between the online and offline world makes all the difference, however, sectors such as service remain 95% ROPO (Research Online Purchase Offline). This is why omni-channeling plays a very important role for all companies going through an assisted sales process.

Acenture, in its study “The Business of Experience (BX)”, indicates that companies that focus on delivering exceptional customer experiences outperform and increase their revenue x6.

Regardless of the channel, this connection or support between the two worlds helps to solve doubts, accompany the contracting process and assist in closing the sale. This can be done either through a chat, video call, chatbot and telephone conversation, in order to increase the likelihood of conversion to sale by customising everything to the lead’s tastes.

At Walmeric we take care of optimising and making lead acquisition more efficient in the different channels, from our lead management platform we develop APIs that are integrated into the different points of the Customer Journey. In this way, the information transferred to call centres is as complete and available as possible as it is centralised in different forms of analysis.

Likewise, when living in an omni-channel environment, the implementation of a native CTI like Walmeric is extremely important, as it allows multiple communication channels to be managed from a single place. For example, when a user who started their Customer Journey with a phone call, then moves on to the contracting stage and the need to sign documents arises, the agent can contact them simultaneously via WhatsApp, sending them the necessary files without cutting off communication. This simplifies the interactions that a user has to make until the lead conversion is achieved.

What are the benefits of omnichannel?

• Increased contact rate: by displaying several options, the customer is provided with a more personalised experience that is adapted to their tastes and needs.
• Development of up selling and cross selling.
• Increased sales.
• Personalisation of the user experience.
• Increased brand loyalty.
• Reduction in the abandonment rate of both customers and shopping carts.
• Decrease in cost per lead (CPL) and cost per sale (CPA).

In a world where digital interconnectedness and customer experience are priorities, omnichannel emerges as an essential tool for companies looking to stand out in today’s competitive marketplace. At Walmeric, we recognise the importance of omni-channel and the importance of being able to drive our clients’ business success by constantly adapting to the changing demands of the business environment.