Arvato has published a guide to help retailers introduce an integrated omnichannel approach to customer service that provides teams with a single view of the consumer.
The new whitepaper outlines the importance of collating and aggregating customer information from multiple channels and presenting it in a single, easy-to-use format. Access to this information makes it far simpler for customer service agents to provide an accurate and personalised service to consumers and respond to their enquiries faster.
Research included in the report highlights that the majority of businesses across the sector are missing a significant opportunity. Just eight per cent of retailers connect all of their customer contact channels, with 22 per cent integrating some of them.
Through reading the whitepaper, retailers will gain an understanding of how to implement an omnichannel approach to customer service, including how to map systems and processes, integrate the right data, introduce new technology and understand what capability and skills are required.
Sharon Millard, Director of Contact Centres, CRM Solutions UK & Ireland, at Arvato commented: “For today’s shoppers the customer experience is everything. Consumers want a seamless, personalised brand journey that lets them purchase goods effortlessly at the touch of a button, yet many retailers are still struggling to achieve this. Rather than being a key component, customer service is often poorly integrated.
“This is a key differentiator in the sector and the revenue growth opportunities are substantial for companies that can offer a true omnichannel experience and the customer service to match. This whitepaper provides retailers with a detailed guide to help retailers take the step from multi-channel to omni-channel.”
The whitepaper also explores how the use of new technologies including Artificial Intelligence can support a more proactive approach to customer service, and shows how working with a partner has helped premium modern casual lifestyle brand MARC O’POLO implement a true omnichannel environment.