Customer Data You Should Be Collecting and Storing to Improve the Omnichannel Experience

Omnichannel customer experience involves multichannel marketing and customer support interaction. No matter where a customer reaches out or communicates with a brand, they get a cohesive response and a consistent customer experience with them. Offering your customers this satisfying and convenient support gives you a competitive edge, especially in today’s business environment where millennial consumers are looking for brands that value speed and convenience. What will the omnichannel experience look like for customers in 2020? Here are four ways to use data to improve customer experience, and what data you should collect in order to do so.

1. Collect a Conversation Trail to Improve Customer Support Experience

Storing customer data in an organized and effective way also gives customers a better support experience when they need issues resolved. When all their customer support conversation histories, whether on Twitter, phone call or email, are seen in an organized cloud-based customer management software system, customers don’t need to repeat their inquiries to different reps or have multiple reps pull up a case number. It will be able to integrate conversations from multiple platforms (social media accounts, emails and more) into one dashboard that shows customer service reps a customer’s conversation history in its entirety.

When everything about the customer is transparent and available to every customer support rep in real-time, things get done quickly and accurately. With less customer frustration (as well as less employee frustration), better customer support experiences are made possible.

2. Collect Authentication Data to Increase Self-Service Capabilities

Automated self-service technologies that enable your customers to engage with your brand or buy from you at any time of their convenience around the clock are a major advantage. When you have your customers’ data, you can authenticate them into a self-service portal, where they can make purchases, re-order, request return service and so on. Not only does this give your customers the satisfaction of making things happen at their own convenience, but it also takes some of the burdens off your customer service staff.

3. Collect Contact Data for Outreach and Marketing

You want to get each lead’s contact data as early on in the game as possible. This way you can get a 1:1 personalized conversation going with the lead and close the sale with the lead sooner. With intelligent call center software, your business can provide customers a professional service experience while collecting insightful data from them. This customer feedback can go into improving business operations, marketing, and sales strategies and the customer experience.

4. Collect Customer Feedback From Chatbots

You can automate your customer feedback collection by using chatbots your customers can respond to. They can be sent out through social media or text, and their user-friendliness and streamlined integration could increase your odds of receiving feedback (compared to giving out an online survey to collect feedback). Because they seem like real people when they’re asking customers for their feedback, chatbots have the unique ability to automate the collection of quality customer feedback.

Many customers feel their voice won’t be heard when they put their customer feedback in a survey, where they’ll remain anonymous. When they write to the company through an online or mobile chat, they feel like their opinion matters to the company, and they’ll share their wishes, complaints or concerns more accurately. Ultimately, this provides more value for the company with insight that can improve customer satisfaction.

Bottom Line: What Customer Data Will Give You a Better Omnichannel Customer Experience in 2020?

Improving your customer experience is the best way to improve customer loyalty among today’s millennial consumer base. You’ll want to invest in technology that lets you give customers omnichannel support. Omnichannel support streamlines their customer support experience so that it’s faster, less frustrating and more accurate.