Digital transformation has been on the minds of forward-thinking companies for years, but 2020 accelerated this shift for others who may not have had a solid digital strategy in place. But this shift isn’t going anywhere soon.
Now that consumers have experienced the ease of a well-delivered digital channel, whether through voice, app, or chat platforms, the communication standard has been raised. According to PwC’s 2020 Global Digital IQ survey, 66% of companies said revenue growth and profitability would suffer if they didn’t digitally transform quickly enough.
Customer experience is, therefore, one of the most critical key differentiators for brands. The ability for a brand to integrate its brand personality and voice into these customer experiences sets them apart from the competition. It creates a seamless experience across the customer journey.
New Rules of Interactions
Customer engagement isn’t a new concept, but the methods have been evolving alongside technology. What came from multichannel then became omnichannel, and now a further development known as opti-channel strategies have set the standard for how brands organize their customer communication efforts. But while digital transformation emphasizes channel choice, it is more about optimizing these channels than the variety of channels itself.
Understanding channels
The last few years have focused on omnichannel, which can seamlessly transfer the context of a conversation from one channel to the next, which means that customers were provided with a smooth and consistent customer experience.
Multichannel, in comparison, is where the channels are offered separately from one another and do not pass context between channels. Compared to this, omnichannel is a more cohesive approach. Both these methods provide businesses easier ways to provide customers with convenient and preferred channels.
So what is opti-channel? The evolution from single channel to omnichannel has been chiefly a linear one. As more channels of communication were established, they were added to the customer communication equation. While more channels seem to give customers more choice, having more channels doesn’t automatically equal better experiences.
As consumers become more empowered, they prefer to use different channels depending on their preferences, type of query, and the context of their situation. This is called the opti-channel approach, leading with the most optimal channel to the customer at that point in time.
Digital Transformation has changed the channel game forever. Therefore instead of companies just increasing their channel offers, the focus should shift to optimizing the channels they offer. This focus will offer customers a better, optimized experience resulting in long-lasting customer loyalties.
All channels still have a place in modern customer care. Supported with the right technology, channels like voice can provide the greatest return for brands. When it comes to optimizing channels, brands should understand the channel itself, the technology behind it, and the best use cases.