There. We said it. Omnichannel is dead.
We are well aware that omnichannel has been the governing customer support strategy for awhile now. And we agree that the intention behind omnichannel is solid — it’s indeed important for brands to be where their customers are.
The flaw that has presented itself when put into practice is that this strategic approach is really unnecessary, and really expensive.
Omnichannel should not be the “end all be all” of customer service — it’s a tactic, not a strategy.
Let’s take it one level higher and look at why brands should in fact “be where their customers are.” This stems from stringent expectations that consumers have today about customer service experiences — that they should first and foremost be conversational and convenient. There should be as few barriers as possible to getting an issue resolved.
So it’s not that all consumers want to be able to interact with brands on the phone, via email, and via chat. They just want an effortless and efficient path towards resolving whatever the issue is that they are experiencing. Leading with omnichannel is an expensive and superfluous way to achieve that goal.
Another huge problem with omnichannel is that it’s far more difficult to connect these different modes of communication, forcing customers to start over and repeat themselves when starting a new chat or call. This is frustrating and wastes time, not to mention resources — and these isolated and broken experiences should be avoided at all costs.
There’s a better way to provide an excellent support experience that will both increase customer satisfaction and reduce costs. It’s called conversations, and you can read all about this in our latest ebook: Omnichannel is Dead: Long Live Conversations.