Insights

TFUS19 “Channels” New Strategies to Making the Perfect Connection

Oct 16, 2019

Omnichannel is a buzzword that’s been around for a while, but what does it mean to the Toll-Free industry? Beyond that, how can we leverage omnichannel to transform from product providers to service and experience providers? Dan Bieler of Forrester Research joined us at TFUS19 to discuss Omnichannel: Transforming Customer Engagement in the Digital Era.

In the course of research for a texting study sponsored by Somos, Dan says Forrester has come across an interesting gap: Many businesses want to improve the customer experience, but they don’t recognize omnichannel as an essential building block to get there. Dan believes that omnichannel is the key to customer experience now and in the future, but that there is a lack of adequate strategy around it today.

When it comes to customer service providers (CSPs) in particular, omnichannel can address many key challenges, such as operational efficiencies (for example, by reducing contact center workload), customer experience (for example by creating frictionless channel switching) and revenue growth (for example, by providing better customer insights). If CSPs can create truly impressive omnichannel customer relationship management (CRM) structures, the benefits are HUGE.

To implement an omnichannel strategy, Dan recommends that CSPs think outside the contact center. For example, by using texting for things like confirmation, navigation or authentication, companies can expand from offering a product to offering solutions and experiences for customers. To embrace omnichannel; however, CSPs must also embrace an outside-in perspective where customer experience is put at the center of their strategy. CSPs should also invest in an omnichannel architecture that supports technological interoperability. The most important factor to successfully implementing omnichannel; however, is to recognize that it requires a total cultural transformation within your company.

Many of Dan’s findings on omnichannel and texting’s role in a successful omnichannel strategy were expanded upon in The New Conversation Algorithm: Messaging and the Future of B2C Communications. During this panel discussion, David Stewart, VP of Business Development at Somos, was joined by an esteemed group of Toll-Free industry thought leaders including:

• Dan Bieler of Forrester
• Swati Deo of Salesforce
• William Dudley of SAP Digital Interconnect
• TJ Thinakaran of EZ Texting

The panel continued the conversation started by Dan Bieler’s presentation and took an in depth look into the next generation of B2C communications and how brands can leverage emerging technologies such as Rich Communications Services (RCS) and Artificial Intelligence (AI).

The panel started off by talking about smart ways to implement texting into an omnichannel strategy. Swati from Salesforce noted that brands can offer a seamless, omnichannel experience for customers when they break down information silos within their company and really understand the customer journey. William added that at SAP, they focus on designing solutions for specific experiences rather than adding channels or capabilities on a whim.

The panel also dove into the role of AI in an omnichannel strategy, agreeing that it will play an essential role as we move into the future. Dan noted that as complex data is integrated into the comprehensive customer journey, AI and machine learning become critical to successfully building an omnichannel strategy. Swati added that at Salesforce, AI fits the customer needs by supplying automation and actionable insights. At SAP, William noted that AI and machine learning are used to train their systems to better serve customers with improved products and services. Lastly, TJ from EZ Texting recommended easing customers’ fears around AI by demonstrating AI’s benefits to businesses.

Through a successful omnichannel strategy that builds on advances in texting and AI, companies can continue their pursuit of Making the Perfect Connection with customers.