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Latest 30 Oct 2019 | Customer Service | 5 min read

This Week: Unichannel vs. Omnichannel and the Conversocial Client Advisory Board

Hello and welcome to The Conversation Round-Up where I sift through the latest news and trends in messaging, automation and customer experience to bring you the stories that matter.

The Conversocial North American Client Advisory Board 2019

Last Tuesday, we welcomed 15 of our valued partners from 10 of the world’s most innovative brands to New York for our Client Advisory Board meeting. The event was an amazing opportunity to bring everyone together and share the different challenges being faced in customer experience.

On our end, as well as facilitating an open forum for discussion, we provided an update on plans for the Conversocial platform in 2020 and beyond (get in touch if you’d like to know more), and Chris Venus, SVP Professional Services and Enablement, introduced our new metric, the Service Index, which we believe will change the way brands benchmark their customer service channels.

I’d just like to say thank you to everyone who joined us for such an interesting and invigorating day. There was an amazing energy in the room and I left feeling more certain than ever of Conversocial’s vision for the future of customer service messaging and automation.

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Should you be thinking unichannel rather than omnichannel? 

This is a topic that I’ve seen discussing over the past few months - when it comes to customer experience is it better to focus on breadth or depth? There was an article in Forbes back in June which proclaimed that Omnichannel is Dead. While the author was referring more to retail channels as a whole, there are huge parallels when it comes to customer service too.

There are far too many brands who’ve gone down the path of “boiling the ocean” with the numbers of channels they provide. They end up throwing cash in every direction without ever really nailing it. With phone still accounting for 80% of all customer service volume this will not move the needle - it will not allow customers to move off the phone and on to cost-saving channels that provide better customer experience. Well, if a customer can’t resolve their case on a channel you’ve got to ask yourself - what is that channel doing for you?

Our approach is different - we suggest going deep, integrating into back end systems (our experience shows that it doesn’t involve much heavy lifting since most APIs were already built to support the brand’s mobile apps) and enabling the customer to get an experience that is comparable in terms of resolution to that they would have on the phone. 

We’ve been able to produce some great results with customers who measure the effectiveness of their channels, review the analytics and go deeper on the channels that work for them. By carefully choosing channels to invest in, and enabling full resolutions within these channels, brands can funnel customers to their best service experiences.

In another shameless plug for the quite brilliant Chris Venus, you can read more about the battle between omni and unichannel in his blog post, here.

"By carefully choosing channels to invest in, and enabling full resolutions within these channels, brands can funnel customers to their best service experiences."

The Incite Customer Service Summit 2019

Another day and another great event. On Wednesday, I had the pleasure of attending and speaking at the Incite Customer Service Summit in Brooklyn. 

The day started with an interesting hiccup just five minutes before I was due on stage, as the whole event was evacuated due to a sprinkler going off in the conference room (shit happens, right?) but that didn’t dampen the mood. The Incite team did an amazing job of getting everything sorted out quickly and it was another great event. Thank you to everyone who stopped by our booth for some engaging conversations about messaging and automation customer service and for everyone who joined our customary Incite dinner. 




That's it from me this week. As usual, if you’d like to carry on the conversation, you can reach me at @idohacohen

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