Phone calls, e-mails and in-person conversations were once the only ways businesses could talk to their customers. Social media changed that. Marketing, customer acquisition, sales and support now happen across a growing number of channels. That brings clear benefits, but it can also leave businesses with a fragmented communication ecosystem that hurts the customer experience.
In this episode of TCS+, Natalie van der Merwe, head of telephony at Vox, unpacks why an omnichannel approach matters, particularly for small and medium-sized enterprises.
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Topics covered in the discussion include:
- What “omnichannel” means and why businesses need it now
- The benefits for SMEs and their customers
- How customer expectations of business communication have changed
- Why continuity across channels matters to customers
- What a poor or disconnected experience can cost in loyalty and reputation
- How a fragmented communication ecosystem disrupts a business internally
- Whether SMEs are right to see omnichannel as complex
- The role of AI in business communications
- Why customers should be involved in designing new channels
- The regulatory considerations businesses should keep in mind about the kinds of data exchanged on different platforms
Van der Merwe also explains how to make the business case for investing in omnichannel, and advises SMEs on how to start improving their communication ecosystems.
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