The significance of digital communications is growing, making true omnichannel capabilities more critical than ever in providing a unified customer experience. While the goal of omnichannel might sound simple, it involves complex challenges. InsurTech Usher delves into the nuances of omnichannel and its impact on business drivers like loyalty, customer experience improvement, and operational cost reduction.
Historically, omnichannel approaches were used in sectors like retail and banking to describe the transition from online interactions to in-person or live call interactions and vice versa. The handoff between these channels provided valuable insights into consumer behavior. This principle of easy transition between different engagement channels has now extended into the digital communication space, allowing easy transitions between live, digital, and offline channels.
True omnichannel solutions in digital communications are characterised by their open-door policy for customer traffic. This means they support seamless transitions between digital channels and also facilitate smooth transitions to live and offline channels. Customers can reach out to companies via various digital channels, such as text messages, phone calls, or emails, ensuring flexibility.
Beyond an open-door policy, omnichannel solutions maintain state during customer interactions. This means customers can transition between channels without losing the progress of their conversations or the data they’ve shared. This feature ensures a frictionless experience for customers as they move from one channel to another. However, certain limitations exist.
Many digital engagement solutions offer various channels for contacting support centres, such as text, calls, or live chats. However, these channels often provide different experiences, and there’s a lack of smooth data transitions when customers switch between them. This disconnect is a key reason why customers sometimes opt to call into contact centres, leading to challenges for companies in managing their support lines. Offering multiple channels doesn’t necessarily make a solution omnichannel. True omnichannel experiences involve comparable ease and value across all channels, along with seamless data transition, sparing customers from repeating information.
Ushur, a platform for Customer Experience Automation, plays a pivotal role in delivering omnichannel capabilities efficiently and effectively. The platform allows users to build workflows for specific interactions and deploy them across digital channels with ease. Ushur facilitates a seamless transition between online and offline channels and maintains customer interactions across channels. It also streamlines the process of building flows and setting up data integrations. The platform’s modular architecture and pre-trained machine learning models enhance AI interactions, and secure FTP file transfer capabilities facilitate data transfer between systems.
Ushur’s omnichannel experience ensures that HR Benefits Administrators can seamlessly switch between channels without losing progress. They can continue their engagements without data loss, even if interrupted by meetings. Ushur’s Silent Listener feature allows companies to capture and respond to SMS text responses based on business rules or conversational AI.
Moreover, Ushur’s modular and flexible architecture future-proofs a company’s investment in customer experience by accommodating new digital channels as they become popular. The platform supports scalability across various channels, from email and web to WhatsApp, Facebook Messenger, and SMS.
Understanding the specifics needed to produce a true omnichannel solution empowering businesses to do better and improve their own solutions. Buoyed by this knowledge and necessity to improve, companies can request the functionality they need to enhance customer experiences and future-proof their communication investments. An insight into Usher’s own omnichannel capabilities can allow businesses to see what a true omnichannel digital engagement platform looks like, and how to build a roadmap for an immersive, modern customer experience journey.
Read the full blog by Usher here.
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