Digital Omnichannel: Most Businesses Aren’t Where They Need to Be

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The line between traditional and digital communications has blurred, and savvy customers are demanding more from the companies they do business with. One top demand is for true omnichannel customer service, no matter the channel.

We reported in the 2018 NICE inContact Customer Experience (CX) Transformation Benchmark that 91% of consumers expect a seamless omnichannel experience.

This means, for example, that when they switch from chat to phone, the phone agent will know exactly what they were chatting about, and the consumer won’t need to repeat any information. Or better yet, the same agent speaking to them on chat easily can transition with them to phone or to other digital channels.

Sounds reasonable, but how confident are businesses about their ability to meet these expectations?

To find out, we surveyed over 900 contact center decision makers. We found that, in the US, businesses are feeling less confident about their abilities to deliver a seamless omnichannel experience than they were a year ago. In fact, the percentage of companies that rated themselves as “poor” in this area increased 5 points to 19%.

Additionally, another 43% rated themselves as only “moderate” at seamless omnichannel delivery. This indicates that a majority of organizations believe they still have some work to do in order to provide consumers with the true omnichannel experiences that they expect.

This is understandable. Afterall, delivering on the omnichannel promise takes some effort. Is it worth it? Businesses may not have the luxury to ask themselves this question anymore.

With 91% of customers expecting an omnichannel experience, it is quickly moving from a leading-edge concept to “table stakes.” With the proliferation of messaging apps, text, chat, and mobile apps, today’s consumers expect to interact seamlessly with companies through a variety of digital channels — in addition to voice.

Find out more about businesses’ opinions of omnichannel and a whole host of other customer experience topics by downloading the 2019 NICE inContact Customer Experience (CX) Transformation Benchmark.

The thought-provoking information contained in the report will help you get a better understanding about attitudes within the industry. Get your free copy today!