{"id":118189,"date":"2017-02-09T00:00:00","date_gmt":"2017-02-09T08:00:00","guid":{"rendered":"https:\/\/www.genesys.com\/?post_type=blog&p=118189"},"modified":"2019-01-03T13:27:07","modified_gmt":"2019-01-03T21:27:07","slug":"believe-omnichannel-engagement-magic","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-gb\/blog\/post\/believe-omnichannel-engagement-magic","title":{"rendered":"Do You Believe in Omnichannel Engagement Magic?"},"content":{"rendered":"

[vc_section full_width=”stretch_row”][vc_row][vc_column][vc_column_text]Have you seen the latest Harry Potter film, Fantastic Beasts and Where to Find Them<\/a>?<\/em> It\u2019s a world of magical creatures and half-truths that obscures reality\u2014often leading to dangerous missteps. Even if you haven\u2019t seen the film, you have probably felt the sting of a bad decision when you relied on myths and half-truths to be your guide.<\/p>\n

Myths and folktales are part of all cultures, told and retold for generations, often in film<\/a>. They have great power to inspire and connect us emotionally. But no one who values connecting with real customers makes business decisions based on myths.<\/p>\n

Why Are There Myths Around Omnichannel Engagement?<\/strong><\/p>\n

Technology trends are continually evolving and businesses that are looking for new solutions need sound proof points to back up claims. In the case of omnichannel engagement<\/a>, there have been many white papers, analyst research reports, and case studies<\/a> that validate the business benefits. Then why do the myths exist? Because we\u2019re human.<\/p>\n

Look at ancient Greek historian Herodotus, known by his critics as \u201cthe father of lies.\u201d In 440 B.C., he described the mythical Phoenix as real, yet admitted that he never actually saw one\u2014he picked up the story from people he met on his travels. This myth remains part of our culture, most recently as \u201cFawkes the Phoenix\u201d in Harry Potter novels and films.<\/p>\n

Myths often develop from stories that deal with our fears and the perceived risks of the unknown. Think about it: Until recently, omnichannel engagement seemed like some magical fantasy. How could you possibly guide customers from start to finish with full visibility<\/a> across the journey?<\/p>\n

While myths may serve to unite people with similar beliefs, they can also bind us to outdated ideas that are not based on proven facts.<\/p>\n

Myths and Magic Obscure the Facts<\/strong><\/p>\n

In \u201cFantastic Beasts,\u201d it\u2019s hard to tell what\u2019s real and what matters in a world where people and things are often not what they appear to be. There\u2019s a lot going on, but no single view across everything you experience to help you understand context. Sounds like multichannel<\/a>.<\/p>\n

Multichannel and omnichannel<\/a> differ in fundamental ways. Multichannel means you can engage with customers on multiple channels. But not in real time, or across channels for the entire customer journey. Customers can\u2019t jump between channels\u2014a now common way of interacting with businesses\u2014and have contextual interactions follow them.<\/p>\n

There\u2019s similar misinformation about CRM solutions. CRMs let you service customers through digital channels, but can\u2019t track customers across those channels. They require a human being in the loop to assess the available context and then manage the interaction intelligently.<\/p>\n

Omnichannel engagement is foundational for breaking down operational silos for a seamless, personalized, and context-appropriate customer experience<\/a>.<\/p>\n

Omnichannel Engagement Doesn\u2019t Rely on Magic<\/strong><\/p>\n

Maybe you\u2019ve heard of this myth: Omnichannel is complex and expensive. When you lift that invisible cloak and take a deeper look based on business results, the myth evaporates.<\/p>\n

Over in the US, a Forrester TEI Study, \u201cThe Total Economic Impact of the Genesys Omnichannel Engagement Centre<\/a>,\u201d found many areas where it reduces costs and improves operational efficiency. Here are just a few of the findings:<\/p>\n