One experience can bind them

Consistent delivery is fast becoming one of the key capabilities in the delivery of services, particularly when the service consumer is the end user, the archetype `consumer’. A good part of what constitutes any vendor’s brand value is the way those consumers can easily understand and work with whatever interaction processes that vendors lay before them.

This is fast becoming a core part of one of the important trends in managing customer relations – managing and fostering the customer’s personal experience of working and trading with a vendor. This means being able to accommodate whatever device they favour using , and whatever entry point they prefer to use – from purchasing in-store, accessing a website or using social media.

One company that is now targeting this problem is contact centre specialists, Sitel UK, which has reported a growing demand from consumers for a seamless omni-channel customer experience. A recent customer relations study it conducted showed a 500 percent increase in demand among its clients for omni-channel solutions. In addition, a recent Sitel ‘Trends to watch in 2013’ report also highlighted that 86 percent of customers said that they will pay more for a better customer experience.

Sitel defines omni-channel as the ability to deliver a consistent customer experience across all channels of interaction, focused on problem resolution within the customer’s chosen channel of interaction.  According to Sitel’s Marketing Director, Joe Doyle, the key to a good customer experience is never involuntarily forcing the customer to move from their chosen channel of interaction in order to receive unique problem resolution.

“We are delivering a number of omni-channel strategies both here in the UK and globally,” he said. “Working with our many retail brands there is no doubt today’s shoppers are increasingly expecting a seamless shopping experience, whether they are physically in-store, online, or using their mobile or social media. They want the same experience, promotions, product information and pricing, whatever the channel.”

It also means that they can track customers across all channels and develop insights that are based on real data into engaging with customers in and out of store. This can allow them to exploit mobile, cloud and social media tools to drive more effective marketing, with the objective of increasing customer loyalty.

Sitel operates globally to provide its clients  with services such as customer acquisition, customer care, technical support and social media programs. Support operations range from home based agents to over 120 domestic, nearshore and offshore centres in 23 countries across North America, South America, Europe, Africa and Asia Pacific.