Top Takeaways:-      An omnichannel customer service experience is about being able to meet customers at any channel they choose and create a seamless experience for the customer between different channels.
-      The difference between omnichannel and multichannel is having all channels work together rather than simply having more than one channel available.
-      The transition between a chatbot or any AI technology should be seamless and invisible—the customer should not be able to tell when they’re talking to a bot versus an employee.
-      Many call centers focus on antiquated metrics that don’t ultimately best serve the customer. Focusing on resolving the customer’s issue the first time they call in (“first call resolution”) rather than reducing the average handle time can prove more cost-effective down the line.
-      More than anything, support center agents must be empathetic to the needs of the customer. Work from a place of wanting to solve the customer’s problem instead of meeting a financial metric.
-      Diversity, equality and inclusion (DEI) play a huge role both in support centers and in the overall customer experience. Not being able to connect with customers is a pain point. Call centers must be as diverse and inclusive as the customer base they serve.
-      Companies should create more self-service options for their customers, especially for common problems. Simply put, customers want this!
-      AI will never fully replace the human support agent. A bot will only get you so far before a human has to interject. A better solution is to integrate tech with your human employees to provide a better customer experience.
Quote:“How do you make something simple? You start with your process. If you don’t have your processes in place, it doesn’t matter how much technology you get. Tech without process just creates an automated mess.”
About:Jerry Campbell is the Head of Customer Experience (CX) and Social Engagement at 7-Eleven, where he leads a team that delivers “world class” customer service and experience through an omni-channel approach.
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