Customers today have become increasingly accustomed to unified, consistent experiences across various channels. They can begin the contact with your brand on one channel and end it at another.

And if they get an inferior or inconsistent experience on one channel in comparison to other they may move to your competition. So, it is more important than ever for organizations across industries to take an omni-channel approach to engage savvy customers across proliferating channels.

This means you will have to provide a connected and efficient experience to your customers with the freedom to move seamlessly across channels and touchpoints.

You can fully achieve your organization’s omni-channel goals by having a well-defined strategy in place.

The concept is easy to understand, but how do you go about creating and executing that strategy? Let’s talk about how you can follow the omni-channel best practices to stay on track on your organization’s digital transformation journey.

#1. Begin with the big picture

Ask any company about their foremost objective, and the most likely answer would be to increase sales or revenue. Of course, every organization targets for growth, but it’s not the best framework for creating a strategy. 

You can begin by analyzing your customer base and identifying their needs and habits to prioritize the right opportunities. Understand where you can offer value and what mix of channels is required to deliver it.

This constitutes your main objectives which in turn will form the backbone of your strategy. Some key objectives you can consider for omni-channel are:

  1. Create consistent customer experience across touchpoints in terms of messaging and branding
  2. Create seamless customer journeys ensuring continuity in cross-channel engagements
  3. Integrate digital, physical, and mobile sales channels for enhanced buying experiences.

You may also think of your biggest challenges. Do you have the same amount of traffic on your website, but still the sales are dropping? To fix this issue you may need to drive engagement. 

Are you getting numerous complaints on your products, about which you have never heard before? Then you may need to improvise your products as per the evolving customer needs. 

#2. Drive relentless innovation

To implement omni-channel, orient your organization towards constant innovation. At the same time you need to provide services on different platforms and utilize omni-channel marketing to drive business performance and customer loyalty.

You should pay attention to both internal as well as external channels and how they can be used to your advantage.

Begin by analyzing the user behavior to know how they use desktop, mobile, social media, apps and other platforms. 

Then perform an in-depth analysis to measure the user frequency, time of use, bounce rates, user paths, user profiles, referral sources, etc. This will enable you to understand how different audiences navigate through your brand’s online presence. 

These figures will help you identify if your customers will stay loyal to your brand and will continue making purchases from you.

Also, consider how your organization communicates internally and which processes have to be refined to avert complications and redundancies. 


#3. Build your customer journey map

The customer journey includes the various stages of interactions between the customers and your brand. The customer journey has become increasingly omnichannel, with the customers moving between the devices as they search for products or services.

According to a marketing report, high performing marketing teams were 8.8 times more likely to use customer journey strategy and 73% of the teams reported that it improved customer engagement.

The customer journey strategy development begins with mapping the steps your customers takes on the route to purchase. For example, your customer’s journeys may include mobile search, in-person customer service, laptop purchases, app downloads and more, which all empower consumers to find what they need.

The mapping process may be complex as customers engage across multiple touchpoints and increasing use of mobile and social media has also multiplied the frequency and number of contacts during a typical journey.

To better understand consumer interactions and bridge the gap between the channels and devices, you can apply analytics to customer journey map. This will help your organization to offer a unified customer experience.

So, by building a clear roadmap your brand can continue to adapt to the technological and social circumstances at all times.

#4. Focus on consistency across channels

According to a study for retail conducted by Harvard Business Review more than 73% of customers use multiple channels during their customer journey. Your business must be diligent in ensuring that the customers receive the same messaging and experience across every channel.

A consistency across your brand image and message ensures an augmented sense of familiarity and relationship with the brand. To successfully implement omni-channel marketing strategy all your internal departments should be aligned from a creative and messaging perspective.

Also, you need to create a seamless experience for the customers; an experience that allows them to jump from one platform to another and receive the same information while making a purchase. No one would like to start their shopping progress all over again when they change devices or if they are not able to find what they are looking for due to dramatically changing layouts.

#5. Incorporate messaging in your omni-channel strategy

The key for omni-channel success is that you always need to look for new ways to engage your customers. Chatbots are one of the hottest platforms which can be leveraged as a part of your company’s omni-channel strategy. 

More and more people are increasingly using messaging to communicate with businesses. Facebook has confirmed that more than 2 billion messages are sent between people and businesses each month.

Instead of calling customer care department, audiences are using messaging applications to interact with representatives to get their queries answered or place order for their products or services. 

The key reasons for this trend are: 

  • Chatbots are readily available for service and there is no wait time
  • They are conversational interfaces
  • They are available 24X7
  • Can act as gateways to your other channels

Just release your chatbot or messaging bot and let your customers choose which channel they want to use. They will not only provide you an additional platform of communication but will also help you provide exceptional customer experiences.

#6. Upgrade existing infrastructure

In today’s connected era, your company may be under an intense pressure to increase efficiency, optimize costs and offer next-generation digital services. To stay competitive in terms of costs and to have the desired flexibility to innovate, your business will have to be more sensitive and agile. 

You will have to upgrade your existing infrastructure and leverage the following technologies:

  • Cloud computing: Cloud computing is becoming the key enabler of digital transformation in your organization and the way you engage with your customers. Cloud technology is the new platform for omnichannel and will change the way customers interact with your brand. Cloud can make the entire process of integrating multiple customer touch points easier and more cost effective. It is facilitating Big Data analysis as well. 
  • APIs and services: Application programming interfaces play a crucial role in delivering omni-channel customer experiences as they allow applications to talk to each other and exchange data. Using APIs as building blocks you can snap the services together in the cloud to augment new features in your existing infrastructure. These services and APIs must embody your digital business, which you must present in an integrated and consistent manner across channels.

#7. Promote communication and customization

The greatest challenge faced by most of the industries in the present age of social media, and virtual reality today is to offer customized omni-channel experiences which attract new customers and satisfy existing ones.

By creating interactive experiences amongst your customers, partners, digital employees you can boost your services and customize them to the individual needs and preferences. 
You can use new technologies such as AR, VR, IoT, Voice Recognition, etc. to create customized experiences to your customers across the communication channels.


To reap the rich rewards of your omni-channel digital transformation strategy, your organization has to be committed to it. The afore-mentioned best practices will help you drive brand loyalty and achieve more efficient management of operations. 

These strategies will help your team to be better organized and up to date with the newest technological innovations to emerge as a leader in the industry. 

Conneqt Business Solutions helps clients in diverse industries BFSI, Retail and eCommerce, Automotive and Manufacturing, Public Services, Emerging, and Telecom and Media to optimize costs and connect with the digital consumers. 

The combination or our deep industry knowledge, and technology paired with outsourcing experience, helps us bring the right solutions and resources to enable our clients to improve operations, unlock profitable growth and achieve high performance. 

We offer seamless omni-channel services and highly customized digital transformation solutions enabling our clients to communicate with our customers in a unified and consistent voice across touchpoints. Conneqt leverages the cutting-edge technology to help enterprises support their customers through mobile, voice, chat, social media, IVR, Text, koisk, email, agency, and video. This approach helps our clients gain 360 degree view of their customer interactions to help them serve better across different channels.

Get in touch with us for business driven omni-channel solutions to stay competitive and drive revenue. 


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The importance of customer service in any business will never change, but the expectations of your customer will always do. The advent of internet and e-commerce companies has improved the customer’s expectations forever. Irrespective of the nature of your business, customers have begun expecting the same level of service from every company. It does not matter if you are an Amazon or a new bootstrapped startup; your customer wants top-notch and advanced service. The adage ‘know your customer’ is more crucial now than ever because what your customer wants is changing at a breakneck speed. A study suggests that 70% consumers believe that technology has made it easy to switch to brands that meet their expectations. Marketers and businesses need to remain on the top of the customer expectations, not just to grow but merely survive. So let us look at some of the rapidly changing and evolving customer expectations:

Always Available

Customers do not only want immediate service; they want a service which is available 24*7. Smartphones, internet, and social media have made things accessible round the clock. Customers want to access the service as per their convenience and not during some operating hours fixed by the company. While 24*7 call centres may not always be possible, companies should outsource such tasks and at the same time also develop FAQs, forums, information bank, etc. where customers can find information on their own.

Personalized Services

23% customers accept that their expectations of the customer services are higher than a year ago. Consumers are no longer happy with being a number on your company’s balance sheet. They expect companies to treat them as individuals and that too with a human touch. Businesses are expected to understand the individual needs and requirement of the customers.  From marketing material to offers, everything has to be customized. 69% customers believe that personalized customer care increases their loyalty towards the brand. Customer service executives are expected to access the customer history to make the service more relevant.

Data for Better Services

Today customers are okay to share their data with the company if the ensures better service and promise to protect their information. This trend is expected to increase exponentially among the Millennials. 61% Millennials would be happy to share data with any company if that were to result in a better experience. In comparison, only 41% baby boomers are willing to share their data. It becomes crucial for any business to use the data efficiently and deliver on the expectations of the customers. 

Predictive Services

With IoT, machine learning, and artificial intelligence making their way in every industry, consumers expect such technologies to be utilized to improve the services. Instead of troubleshooting a problem when it arises, customers hope that companies would inform them of the impending problem. Customers expect data to be utilized to predict the issue that may occur with a product. The customer service representatives are also expected to make relevant suggestions before initiating any contact.
Businesses need to accept the fact that customer service needs to be the top-priority now more than ever. More than your product or service, the quality of customer service will impact the customer loyalty. So what can enterprises do to ensure top-notch customer service?

Omni-channel Customer Services

The study by Northridge group reveals that 74% customers experience longer wait times than expected. To reduce this problem, more than 50% companies across the US offer at least five customer service channels, reveals a report by SalesForce. As we have seen earlier, customers want services in real-time and do not prefer waiting for even an hour. 36 percent companies provide real-time insights to the staff to resolve the queries as fast as possible. Businesses need to realize that e-commerce delivers a faster experience with no waiting time and the customer expects the same from every company in every industry.

Social Media Management

Social media has revolutionized the way customers engage with a brand. According to a report by Microsoft, 46% customers have a more favourable view of brands that use social media. While only 28% customers use social media to ask questions, 59% believe that social media makes it easier to get issues resolved. Brands will have to leverage multiple social media platforms to reach out to the customers. A fast, intuitive, and efficient interaction on social media will help you attain delighted and loyal customers. 

Simple Technology

It is a common belief that customers want high-tech & innovative technology and deploying it will make them satisfied. However, not all customers, in fact, not even a majority of the customer may think likewise. Whopping 70% customers have trouble navigating automated help systems indicating that not all your customers find it easy to navigate the technology. All other techniques that your customer uses are simple and well-laid out, so your technology has to be on par with it, if not better. The more your customer struggles while navigating your automated customer service, the lesser they will be satisfied. If your company cannot spend a fortune on developing such a technology, it is better to outsource your customer service tech to companies who specialize in it.

There is no escaping the fact that expectations of your customers will continue to change with every innovation. Enterprises need to ascertain that they distinguish themselves from the competition by offering top-notch customer service and a delightful experience. The emphasis on simplifying customer experience is critical due to the rapid technological innovations, global competition and changing customer expectations. 

Every enterprise should focus on delivering on the customer expectations to sustain in this ever-increasing digital-competition. If your enterprise is unable to do it in-house, you should outsource customer experience management to companies who can help you deliver on your customer expectations. You can reach out to us to find out how we can help you transform the customer experience and deliver on your customer’s expectations.

Tagged: Increasing Conversion Rate, e-Retail, Customer Lifecycle Management, Process Efficiency, Digital CLM Consulting, digital transformation as strategy, Customer Experience Management, Customer Experience, Business process management, Top Business process management , Trends in Customer Support

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Robots and automated processes even after a decade of their introduction are met with skepticism and seen as a competition for human jobs. On the contrary, they have the potential to increase the number of human jobs by lowering costs and boosting efficiencies. Speed and reliability that are a core requirement of new age organizations could be achieved using these advanced technologies. The newer technologies such as robotic process automation, artificial intelligence, internet of things, etc. are here to stay. The faster your organization adapts to them, the better your chances of creating a competitive edge for your business.

Robotic Process Automation in its simplest form can be defined as a process where the logic-driven robots execute pre-programmed functions on a structured data to complete a process or transaction. This process bots are capable of performing human-like functions such as evaluating, deciding, learning, and acting. These abilities of RPA allow organizations to free the human capital of the repetitive tasks thereby improving the efficiency and reducing the chances of human error.

The statistics also point towards a broad scale implementation of robotic process automation. The demand for RPA is experiencing a phenomenal compound annual growth rate of 60.50 percent from 2014 to 2020. The market value of RPA is expected to reach USD 5 billion by the year 2020. One of the prime factors that set RPA apart from other technologies is the return on investment which can be as short as 6-9 months. Robotic process automation can yield operation cost benefits up to 45 percent. The ease of use and benefits of using RPA are far more significant than it may appear to be.

In the current age where your customer is your most prominent marketers, robotic process automation can be way more effective in ensuring a delighted customer than anything else. A customer’s entire journey is a predictable pathway that can be evaluated to deduce the pain points. At certain points in any buyer journey, the experience becomes less than pleasurable. Long waiting periods are one of the most common reasons for customer dissatisfaction. Employing RPA allows you to minimize or eliminate these pain points to ensure complete customer satisfaction at every point in the buyer journey.

By researching the customer journey, RPA can be incorporated to ensure fast and intuitive overall experience resulting in a far better overall experience. Let us look at some of the key touchpoints that can benefit from the robotic process automation.

Providing Information

Customers are always looking for information either before making a purchase or when faced with a problem while using the product. Long waiting times to receive the relevant information can annoy the customer and may even lead to loss of a potential customer. RPA can act as a one-stop shop for agents to work with rather than working with multiple systems. These results in quicker delivery of information leaving the customer delighted.

Robotic process automation can also ensure efficient customer onboarding from websites. A company website is a first place visited by the consumer to seek information about the company or the product. Automated chatbots allow your potential customers to seek information by asking questions like they were talking to an in-person representative. The entire process can help your business improve the lead conversion rates from the website.

Processing Information

Processing information is a mammoth task for organizations due to the stringent compliance requirements. Companies are required to collect the customer’s data, validate it, extract data from the documents, compile the data, and update the data in the future. The entire process is time-consuming which requires immense efforts on the part of human resource and patience on the part of the consumer to wait until all the information is processed.

With the implementation of robotic process automation, the entire cycle can be automated with significant benefits and reduced timelines. RPA can be implemented to identify and enter customer information, merge data, fill different forms, update information in the future, and process structured as well as unstructured data. This results in improved operational speeds and accuracy resulting in enhanced customer experience.

Improving Efficiency of Backend Tasks

A lot of backend tasks rely on repetitive human efforts. It reduces the morale of the employees while resulting in decreased operational efficiency. Tasks such as email processing and distribution, server backups & monitoring, time & attendance management, inventory management, etc. can be automated to spare the human resources for customer-centric tasks. By implementing RPA to take care of such tasks, employees will have the ability to focus on the front-end.

Implementation of robotic process automation leads to both operational and technical efficiency. The most evident benefits include reduced operational costs, multi-tasking, 24*7 availability, improved quality of tasks, regulatory compliance, and customer satisfaction. The robotic process automation allows the organization to track every step and makes them compliant with industry standards. It ensures that the tasks become error-free and risk-free.  Organizations should consider the robotic process automation as the intermediate step in the overall automation of their operations.

However, companies need to remember that robots require continuous fine-tuning and maintenance. A regular quality control check is necessary to ensure that the entire automated process works smoothly. Even though the processes are automated, there could be events where the bots would not know how to react. If these ‘exceptions’ are not addressed immediately, the customer experience can be severely impacted.

We at Conneqt are backed by years of experience and a proficient team capable of end-to-end implementation of Robotic Process Automation. We work with organizations to help them improve their customer experience while ensuring that the backend processes are optimized for better operational efficiency. Get in touch with us to know how Robotic Process Automation can help your organization improve overall customer experience.





User comments

17 Apr 2019
Awesome post! Thanks for sharing so much of information with us. Do share more.
radhika shood
27 Feb 2019
very useful information.Meets and exceeds expectations.
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As a business-owner, what would be your strategic priority for the year ahead? Would you focus on profitability, customer experience, increased speed-to-market or employee engagement? What if you could derive them all by simply prioritizing Digital Transformation for your business?

In today’s highly competitive world, lack of a Digital strategy could take you towards extinction.

Don’t believe us? Here’s what Gartner has to say:

By 2017, 20% of all market leaders will lose their number one position to a company founded after 2000, due to lack of digital business advantage.


Digital Transformation – Why Should It Be Your Strategic Priority?

As businesses languish amid competition, Digital Transformation is no less than a Superhero that helps businesses scale increasing competition and emerge victorious. Here’s a lowdown about the role of digitalization on different factors affecting your business:

1. Customer Experience

Modern consumers value nothing more than their personal convenience, productivity, time and flexibility. They’re more likely to conduct research before buying, rely on consumer reviews, seek quicker resolutions and move to other providers if their expectations are not met.

Digital technologies enable an end-to-end sales cycle, right from opening conversations with prospects to closing a sale. Customers are spoilt for choices, and they engage with businesses on channels of their choice. Businesses need to have Omni-channel presence so that they can cater to the needs of their customers with lesser response time, thereby gaining customer loyalty.

We reduced online complaints from 15 cases per day to none within just 3 months for the India’s first large-format specialist retail chain for consumer electronics and durables. Click here to read how we helped them retain high-value customers by implementing digital technologies for complaint closure. The Digital Age is hence, the age of customers and it has become all the more important to ensure your customers are happy. Digital transformation as a strategic priority can enable you to shift towards customer-driven communications, which can maximize your reach and delight your customers too.

2. Productivity

With an increased focus on Digital transformation, businesses are likely to reach Digital Maturity, with an effective strategy in place. This could translate to increased productivity in the form of:

  1. Streamlined operations
  2. Effective marketing
  3. Stronger customer interactions
  4. Greater focus on innovation
  5. Lesser room for error
  6. Increased speed-to-market

No wonder, studies show that by 201867% of the CEOs of Global 2000 enterprises will have digital transformation at the center of their corporate strategy!

3. Talent Management

The millennial generation is fascinated by digital technologies and wants to work for digitally-enabled organizations where they can get the best opportunities, well-suited for their digital inclinations. In order to attract the best talent in the industry, businesses would need to step up their digital game.

In addition, digital transformation can help you with marketing & promotions, while also helping you engage your employees and motivate them to do their best.


How to Make Digital Transformation Your Strategic Priority?

Businesses need to implement strong digital strategies that can drive growth in their businesses… But how do you attain that growth? Here’s how digital transformation as your strategic priority can help you make massive waves in the ocean of opportunities:

1. Digital Maturity

Despite having spilt barrels of ink just to emphasize on the importance of being digital-savvy, just 15% businesses are at the early stages of digital maturity. Among the digitally maturing, more than 80% have a clear and coherent strategy.

Digital maturity helps you:

  1. Focus on transforming business, rather than focusing on technologies
  2. Provide your employees with skills to realize your strategy
  3. Become more comfortable in taking risks
  4. Integrate your digital strategies in the right direction
  5. Build greater confidence in your digital motives

What were your thoughts when you first created a web property for your brand? Did you think about aesthetic elements or the webpages you should add? As you go on to climb the ladder of digital maturity, you start taking your business from static webpages to engaging digital activities that leave your customers hooked to your brand.

When you start viewing technology as a tool for transforming business, you’d come up with digital activities that take your business to newer heights!

2. Digitally Fluent Leadership

Digitally fluent leaders may not be masters of technology, but they need to have a mindset conducive to digital growth. Here’s how a digitally fluent leadership can help an organization:

  1. Develop a digital workforce with greater potential for value creation
  2. Translate technological shifts into business impacts at industry, organization and individual level
  3. Promote fresh ideas that can be utilized for experimenting & promoting better growth
  4. Ensure a connected, collaborative environment to help attain strategic business goals

Digital leaders are willing to embrace the digital world and have the ability to articulate the value of digital technologies to the organization’s future.

3. Prototyping

Prototyping, a cost-effective method to test digital products or interfaces with users and stakeholders, encourages iterative product development cycle involving building, testing and improvement.

With prototyping, you can enjoy the following benefits:

  1. Agile development of product that enable lesser time-to-market
  2. Collecting stronger human performance data
  3. Deriving actual insights on market needs
  4. Early visualization of alternate design solutions
  5. Innovative ideas stemming from earlier prototype versions.

We have used prototyping to help a Premier Healthcare and Fitness Products Company in USA maintain customer satisfaction scores of 95%. With prototyping, their escalations went as low as 0.00005% and order processing time reduced from 8 minutes to 6 minutes. Click here to read how we helped many more businesses by prototyping.

We are living in times where it can get difficult to know what strikes the chord with your customers, and a digital prototype is much needed for ensuring a better final product, steered by innovation.

4. Analytics & Big Data

High-performing digital companies make data-driven, informed decisions by recognizing importance of data as a strategic asset. You can make optimum use of analytics to automate and optimize your business processes by using insights for:

  1. Data mining to grasp customer preferences and strengthen relationships with them
  2. Evading errors and explaining occurrence of certain outcomes by making use of:
  •  A/B Testing – Method of comparing two versions of digital properties against each other to determine which one performs better and testing factors involved in comparisons
  • Multi-Variate Testing – Determining the best combination of variations out of all possible combinations.
  1. Predicting future results with Predictive Analytics
  2. Measuring impact of digital strategies to see how far you’ve grown

It is time to incorporate analytics in your digital transformation strategy, so as to get positive results!


Digital Transformation – What Does The Crystal Ball Say?

Digital transformation can help businesses bridging the gap between now and the future by reducing ambiguity and making processes more agile. When we hold the crystal ball and look into the future of digitally transformed businesses, here’s what we see:

  1. Rise of Digital Revenue Streams with creation of more digital capabilities and initiatives
  2. Better visibility and Omni-channel presence with greater reach
  3. Stronger connectivity by adoption of IoT (Internet of Things) that strengthens enterprise relationships
  4. New digital opportunities with analytics
  5. A digital vision that reduces disparity in the industry and promotes positive growth
  6. Streamlined operations with automated processes

We are excited about the future… What about you? Why wait any longer to make use of Digital Transformation! Jump onto the Digital Bandwagon with a bang by partnering with our leading digital transformation experts. Share your experiences on Digital below. 

Tagged: Digital marketing , Digital CLM Consulting, digital transformation, digital transformation as strategy

User comments

07 Oct 2016
Thanks for this informative post! We are bidding adieus to 2016... Let's hope companies start seeing digital transformation as a priority in real-time!
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Abhijeet Kotwal

Abhijeet Kotwal leads the Digital Marketing practice in Conneqt Business Solutions. He is an alumnus of MICA and has more than 8 years of experience. He is a digital marketing strategist, bootstrapped start-ups from scratch to a successful enterprise.

Raguram Gopalan

Raguram Gopalan is Sr. Vice-President at Conneqt Business Solutions, and has an experience of more than 22 years in the fields of Telecom, IT & ITES. He heads the Business Transformation Services in Conneqt Business Solutions.

Conneqt Business Solutions

As India\'s premium business process, customer life-cycle management company.

Santos Jha

Santos is the Business Head for North America operations of Conneqt Business Solutions Limited Inc. CBSL is a joint venture of Tata Sons, a $100B+ group and Quess, a subholding company of Fairfax Canada.Santos is responsible for the development and expansion of Conneqt\'s’ global business in the U
© 2019 Conneqt Business Solutions Limited.
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