Omnichannel Approach for a Customer-Centric Organization

Companies are still very often organized in silos:

• Telephony handles calls and associated tools (IVR).
• Digital sets up alternative solutions (websites, customer spaces, chatbots...).
• Marketing, not necessarily aware of good customer relationship practices, primarily seeks to obtain leads.
• Corporate communication promotes the company's image.

Each service makes its requests to IT, which is responsible for establishing a roadmap based on each one's perception of customer journeys. In these conditions, adopting a customer-centric organization represents a real challenge.

Teams lack a global vision: Solutions have been integrated by different services for distinct needs and challenges. As a result, the implemented system offers sometimes disjointed customer journeys, leading to complex management, especially when the company's phone number is too exposed on its website. The number of incoming calls then becomes too high. So, who should control the contact page? The digital team, corporate communication, or the customer relationship team? Logically, the different teams should consult and agree for optimal management. Unfortunately, this is too often not the case!

The best way is still to work together on a common "Accessibility" project. The Omnichannel Bot, at the intersection of telephony, digital, communication, and marketing departments, meets this priority objective by engaging all teams in joint reflection. It essentially serves as a unique portal to welcome customers and direct them to the right resolution channel, feeding each team according to its expertise. Thus, the vision shifts from fragmented to a 360-degree view of journeys. Teams can now structure themselves not by channel, but by stage in the customer's lifecycle.

The Omnichannel Bot thus allows autonomously evaluating contact volumes by intention and the effectiveness of each solution. This enhanced reading facilitates informed decision-making to evolve scenarios in test-and-learn mode and adapt the organization to more effective journeys. For example, one could imagine creating priority lines for high-value calls to be handled by commercial marketing. The CRC would then take care of managing routine management calls (lost passwords, invoice consultation, etc.).

Many companies have tried in vain to gain agility by evolving their organization:

• Change management must be carried out with the right tools, to allow for sustainable and fruitful developments;
• The barriers are numerous: it involves evolving the way of thinking and working with long-standing employees, accustomed to an organization in silos.
• The IT impact can quickly become significant and make the organization rigid.

The Omnichannel Bot is indeed a lever to accelerate the organizational change in the company, and it must be operated methodically.

... But for what purpose?

• To limit (or even erase) the IT impact to guarantee agility.
• To become customer-centric and focus on customer satisfaction.
• To harmonize all departments.

Adopting this mode of operation for the company means taking a step forward. Beyond a technical solution, it's the entire project methodology that is reviewed to enable employees to easily adhere to a customer-centric vision and calmly apprehend the impacts of change, thus necessary to meet their priority objectives.