Infobip has given insights in how to monetise omni-channel in an exciting new blog post.
In a post highlighting the mistakes companies have been making during the COVID-19 pandemic, one discussed is the lack of communication throughout various channels, sparking frustration among customers.
Infobip explained: “Whether it’s for support or engagement, one customer might want to talk to you on WhatsApp one day and then using SMS next week. Some want to solve their problems using a chatbot, while others prefer speaking to live agents – it all depends on the customer’s preference in question.
“Even though end-users have demanded omnichannel experience in recent years, it is by no means the sole reason why any company should adopt it and offer it to their customers.”
They then explained three main benefits in a holistic omni-channel experience –engagement, satisfaction and optimisation:
- Maximise customer engagement: The benefit of this is users can gather customer data in one location, enabling agents to create detailed and accurate customer profiles to use to deliver omni-channel personalisation at scale. This allows users to drive revenue generation by engaging their customers using the right message over the right channels at the right times
- Improve customer satisfaction: Customers want their questions and queries solved quickly and to achieve this, CX needs to be always-on and catered to the customer. This is achieved through an omni-channel approach to personalise the experience for each customer. Users can streamline communications – particularly using social media – by organising the customer’s entire conversation history in one place and equipping the customer service agents with all of the relevant information they need to address the issue at hand. This also boosts CSAT and NPS scores too
- Optimise internal processes: By implementing AI-powered chatbots into the omni-channel mix, users can reduce the time spent on FAQs and free up their time to handle more complex situations, allowing for clients to be available instantly to their customers across multiple channels. This will also optimise cost efficiency by reducing the cost of running contact centres drastically
When it comes to monetising the omni-channel experience, Infobip offered up these insights:
- SaaS monetisation: One of the options to monetise a partnership with a communication platform provider is to get a revenue share from customer engagement solutions. This could be, for example, marketing automation, as the revenue share here is connected to the number of engaged customers. Alternatively, cloud contact centres are another option to charge such a solution per agent licence, or chatbot building to charge according to the number of communication sessions
- Channel usage fees: Capitalising on different channels is an excellent option for an additional revenue stream, as users can get a substantial mark-up for each channel purchase.
- Omni-channel professional services: To successfully launch and maintain an omni-channel strategy, various professional services need to come into play. Examples are project management, and leading from the initial definition of scope and monitor the going live and posting go-live behaviours. Integrations to create a bridge between two platforms is another option, as well as education and training, to train the key representatives on the client side about the ins and outs of a specific communication solution usage
- Technical support fee: Finally, users can create and offer different support packages, ranging from the basic ones such as best-effort support to premium packages where your responses need to be instant but can charge an appropriate price
