Nicholas Ashford of call telephone answering specialists MessageBase (www.messagebase.com) explains why contact centres must adopt an omni-channel approach to customer experience now to respond to shifts consumer behaviour.

  • The game is changing, time for new rules
  • Align the CX of each channel to its customers’ expectations
  • Develop the right people, process and tools

Ready for take off?

Providing omni-channel CX is akin to a space shuttle’s propulsion. There are multiple ‘channels’ for the different propulsion requirements. There’s the external tank for launch, solid rocket boosters for post-launch, reaction control thrusters, orbital moving engines, space shuttle main engines… All have a specific role to deal with propulsion, but they must also all integrate together as a whole to get the rocket into space and back to earth. Contact centres must focus both on individual channel strategy, but also ensure that all the channels integrate as part of the overarching omni-channel customer experience.