Customer Service

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Omnichannel Customer Support: 9 Reasons Why It Matters in 2020

Jenna Alburger

July 21, 2020

Omnichannel customer support is now a top priority for businesses. It helps companies deliver seamless service to customers, regardless of the various channels or devices they choose.

Omnichannel customer service

We’re no longer in a world where it’s just about sending a message to the right person at the right time. These days, it's also crucial to get that message to the right person via the right channel. This is true for customer support, sales and marketing, even chatbots can be part of a Multichannel strategy.

What is omnichannel customer support?

To recap, omnichannel customer support means that people can reach your brand, product or service in many different ways. The goal is for your audience to have relevant, contextual, and consistent experiences -- regardless of which device or platform they come in through.

An omnichannel approach also challenges departmental silos. It breaks down the boundaries between marketing, sales, and support teams and calls for a more holistic approach to customer experiences.

Another key aspect of omnichannel customer support is that it reduces friction in the customer journey. Successful marketers today understand that eliminating friction is one of the largest opportunities to increase customer LTV (lifetime value). 

If you're like us, you're probably thinking "show me the data." So, here are 9 statistics that show just how important omnichannel customer support is in 2020. 

Why omnichannel customer support matters in 2020

1. Businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates compared to businesses that don’t

We all know that it's easier to retain customers than it is to attract new ones. This statistic from Aspect Software shows the impact omnichannel strategies have on customer retention rates. 

What's more, increasing customer retention rates by just 5% percent increases profits by 25% to 95. So, it's clear that an investment in an omnichannel strategy will yield significant returns.

2. Today consumers use an average of almost six touch-points with nearly 50% regularly using more than four

Customer touchpoints are your brand's points of customer contact, from start to finish. Each touch-point is an opportunity to listen to customers and form relationships. 

15 years ago the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today, consumers use an average of six. 

To improve customer satisfaction, you need to make sure each touchpoint leads to a good customer experience. This is at the core of good omnichannel strategies. 

3. 71% of consumers feel frustrated when a shopping experience is impersonal

People don’t have any reason to spend their limited time or attention with things that aren't relevant to them. 

With omnichannel strategies, businesses use information that they've learned about a customer in multiple channels to guide all conversations. This keeps experiences relevant and personal. 

4. 59% of consumers who have experienced personalization say it has a noticeable impact on their purchasing

By segmenting your customers, personalizing the communication, and engaging on the right channel, you can affect purchasing behavior in a meaningful way. 

5. 90% of customers expect consistent interactions across channels

Customers expect consistent experiences across multiple channels and are likely to switch brands if they don’t get it. Customer loyalty — and churn — is determined by every touch-point. 

One good experience may get a customer's attention, but it won't win their loyalty. Consistent experiences, delivered through omnichannel customer support, is the norm in 2020. 

6. 54% of customers have higher expectations for customer service today compared to one year ago

To expand on the point above, customer expectations are evolving rapidly. More than half of people have higher expectations for customer service than they did just one year ago. 

What's more, this percentage jumps to 66% for consumers aged from 18 to 34 years old. 

7. Organizations that lead in CX outperformed laggards on the S&P 500 index by nearly 80%

In the U.S., companies that lead in customer experiences also lead on the stock market index. As it turns out, putting your customers first is not only the right move, but a profitable one too. 

Again, customer-centricity is a fundamental principle to omnichannel support. 

8. 56% of every dollar spent in-store is influenced by digital transactions

Omnichannel customer support means connecting online and in-store experiences. Many consumers go to physical retail stores only after they research a product.

Omnichannel solutions help connect those dots in a profitable way. 

9. More than 65% of companies now compete primarily on the basis of customer experience

If it wasn't already clear from the points above, businesses are no longer competing on the basis of product and price. In the past, simply having a quality product or service and a good price point might have been enough to be competitive.

In 2020, customer experiences drive customer loyalty, profits, and the success of companies. The question is: how does your customer experience stack up? 

Want to drive LTV through better customer experiences? Contact the experts at Hubtype. We help today's leading brands win with omnichannel customer support. 

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