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If your company is like most organizations, you’re in some stage of implementing one or more digital channels. That means you have a choice to make. Do you move toward omnichannel engagement through you contact center infrastructure (CCI)? Do you put your channels into your CRM? Or, do you manage them all separately?
In a previous blog, Don’t Forget Voice! It’s Key to Omnichannel Customer Engagement, we looked at a Gartner comparison of taking a CCI approach, CRM, or using best-of-breed tools. Next, we’ll explore the major issues to consider with CRM as you address your omnichannel engagement goals. We’ll also introduce a complimentary tool to help you get started.
As a system of record, CRM is used by omnichannel engagement to serve as a repository of customer data. But it’s not a system of engagement. It lacks the underlying foundation and other functionality that’s necessary to support and manage the customer journey across all channels, and these capabilities are the foundation of omnichannel engagement.
Here’s how CRM misses:
These weaknesses highlight the serious limitations of CRM around infrastructure and usability. Consequently, this also limits its depth of reporting, and management of contact center message distribution. The result is no seamless experience for your customers or for your employees.
Omnichannel engagement provides a personalized and context-appropriate customer experience across all touchpoints, unlike the individual or isolated contacts you get with CRM. With omnichannel engagement, the journey for a customer who wants to complete a single task—buy a product, resolve a question, understand a bill—eliminates multiple and disconnected interactions.
Here are a few stand-out differentiators of omnichannel engagement on the Genesys Customer Experience Platform:
Getting to omnichannel engagement requires developing a strategy for an initial, minimal set of capabilities. These will vary depending on your unique problem areas for CX and because of your specific business goals. In addition, omnichannel engagement is a multi-step process that many companies phase in over time. For example, you can implement a customer experience platform on top of an existing PBX system. Later, you can migrate to an integrated, SIP-based telephony infrastructure. Determining your entry point begins with an assessment.
Genesys recently released an online omnichannel customer service benchmarking tool. Licensed from Forrester Research, the assessment tool consists of a short quiz with nine questions. It returns results instantly to help you assess the state of your readiness for omnichannel customer service. In addition, you’ll get prescriptive guidance on next steps. We invite you to try out this complimentary benchmarking tool today.
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