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OMNI-CHANNEL SUPPORT: How to Create a Seamless Customer

Experience

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SpeakerJennifer Karpus-RomainDirector of Marketing, Intelestream

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About Intelestream• Chicago-based CRM consulting

company• Founder - early SugarCRM

employee• 600+ CRM implementations• CRM experts and thought

leaders• Transportation/Logistics Experts

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What to Expect

• Define differences in multi-channel and omni-channel support

• Understand how to communicate to different types of prospects and customers

• Learn knowledge transfer best practices

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Let’s Play a Game!

Does Telephone Run Smoother as Adults?

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Not Convinced?

• 64% of consumers expect companies to respond and interact with them in real time

• 71% of consumers say that customer service provided 24/7/365 has influence on loyalty

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Channels of Communication

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Why Multiple Channels?

• 93% of buyers begin their buying process with an internet search.

• 86% of buyers are willing to pay more for a great customer experience.

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Personal Experience

We are now in constant communication with our friends, family and business contacts across multiple platforms, every day.

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Jen’s Personal Use Case

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Jen’s Personal Use Case

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Multi-Channel vs. Omni-Channel

• Many ways to interact with a brand

• Every channel is separate

• Consistent Experience• Interconnectivity • Seamless CX

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How Do We Manage This?

On a personal level, we all store the data in our brain, which for me, isn’t always reliable J

But what happens when the conversation is across multiple platforms, involving various people and different departments?

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CRM: 360-Degree View of Customer• Create centralized

location for all information

• Ensures easy note taking for sales and customer teams

• Integrate software systems as needed

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How Does it Help CX?

• Manage the RFP response process• View account shipment analytics• Collaborate with team members• Obtain a 360 customer view• Automate workflows• Steward customer data• Gamify the sales process

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Customer Loyalty Enhancement Tool

• Keeping in touch• Set reminders• Data collection/Customer

Records• Listen and relay customer

wants/needs

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How it Comes Together

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Customer Happiness Scale

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Omni-Channel in LogisticsRetail landscape evolution• Always Open Shopping Experience

RESULT: Shippers and logistics partners

need to keep up.

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Omni-Channel in Logistics

SOURCE: 2019 23rd Annual Third-Party Logistics Study

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Omni-Channel in Logistics

SOURCE: 2019 23rd Annual Third-Party Logistics Study

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How Do I Know Where My Customers Are/How They Want to Communicate?

Step #1:

ASK THEM!

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Demographic Information

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Mama Emoji

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How To Use Different Platforms Successfully

Positives:• Paper trail• Quick hit, non-critical

issuesNegatives:• Emotional cues lacking• Response Time

Positives:• Urgent Issues• Hear emotion in voice• No time gapsNegatives:• Wait times• Rely on proper

documentation

Positives:• Quick response• Automated optionsNegatives:• Difficult to manage

complexity

Email Phone LiveChat/SMS

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How To Use Different Platforms Successfully

Positives:• Great for prospect

communication• Fast and efficient • Chatbot optionNegatives:• Could lack personal touch• Not designed for lengthy

problem solving

Positives:• Voice, Video, Text• Direct line to customer• Integrate with other platformsNegatives:• Set up for team collaboration• Not everyone is used to

utilizing

Positives:• Informational resource• Self-service support optionNegatives:• Regular updates• Lack of personal touch

Facebook Messenger Slack Online Portal

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Let’s Try This Again

Does Telephone Run Smoother with Proper Documentation?

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Questions?

Jennifer Karpus-Romain234-208-6441Jennifer@Intelestream.netwww.Intelestream.net