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The Omni-channel approach in the B2B World

Perhaps the most pressing challenge in the B2B customer support segment is how to strategize and optimize the call centers and their functions so as meet their customer’s omni-channel expectations. Customers these days expect a variety of well-coordinated options through which they can to connect and communicate with the business.

B2B companies, while trying to meet their customer’s digital expectations, hindsight the role of a call center in a multi-pronged omni-channel approach. Their top priorities often revolve around the CRM technology and website enhancements. The B2B sales and marketing teams of a company, most often than not underestimate the importance of call centers in achieving quality sales growth.

Companies that are indulged in engaging customers on several digital daises tend to gain more success than the firms that refrain themselves from doing so. These top gainers have cracked the code of how to systematically integrate their call centers with field sales and digital platforms.

What is an Omni-channel approach?

Omni-channel is a blueprint for a cross-channel business framework and content strategy. It is used to improve a company’s user experience by engaging customers on every available digital platform. For instance, a healthcare company can harmonize their multiple channels involved with customers such as the physical sale locations, mobile applications, telephone communications, social media and their website into one amalgamated matrix. Customers prefer companies with whom they can be in constant touch through various avenues at the same time.

The inverse relation

B2B companies would attest to the fact that the constant decline in the field sales is also marked by the robust growth of the inside sales (telemarketing, telesales, inbound and outbound campaigns) and the popularity of the digital channels (website, e-commerce, social networking, chats and video chats) in driving phenomenal user engagement.

Customers these days are defying convention by demanding remote, impersonal ingress and admission to information to help them walk through the buying process rather than speaking with a reputed B2B call center agent. B2B customers, in the modern world, need the option and the ability to choose the channel of communication that best suits their needs.

One of the biggest complaints of customers in the B2B world is the slow response time. Companies undergoing cost reductions had to brainstorm various tactics trying to resolve this issue while cutting their call center budgets at the same time. This is precisely where strategizing an Omni-channel approach for their business comes into play.

The following are a few aspects of an Omni-channel strategy

  • Customers place a high degree of importance on the response time and their basic inquires at the initial stages of buying a product or service involve easy-to answer queries on the price and other product feature and specifications related questions.
  • Encourage existing customers to explore the digital channel through an email or any other campaign.
  • Provide easy access to the call center through digital chats and follow up call requests. Train call center agents to assist customers by identifying new and repeating customers based on their inquiry and purchase histories, both digital and through calls.
  • These digital enhancements will increase the number of new prospects that have already done their product enquires through the digital contents and are ready for their first telephonic contact. This will increase the quality of leads.

The road to customer-centricity for a business passes through the valley of omni-channel optimization. Omni-channel has taken over the multiple channel approach of businesses, especially in the B2B call center segment. Multi-channel is usually associated with the notion of an unintegrated way to approach customers while omni-channel eradicates the boundaries between diverse channels. It gives the user a unified brand experience.

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