This article is condensed and originally appeared in VMBlog.com.
Investing in omnichannel customer communication strategies is becoming a promising approach for business decision makers wanting to deliver increased ROI on their customer service IT investments. A report by Aberdeen Group found that companies with strong omnichannel customer engagement retain on average 89 percent of their customers, compared to 33 percent retention for companies with weak omnichannel customer engagement. Alternatively, businesses lose $62 billion in annual revenue due to poor customer experience, according to NewVoiceMedia.
Omnichannel “at the edge” strategies, or communications at every “point of service,” are proving to be an effective approach to sales and customer service because they empower customers to control how they interact with a company. Interactions may include text, traditional voice call, email, company website or in person. Given that 87 percent of customers think brands need to put more effort into providing a seamless user experience, there is an opportunity for IT decision makers to leverage omnichannel at the edge strategies in order to personalize the customer journey at every step of the way.
Decision makers now have a plethora of tools available at their fingertips to help them deliver omnichannel communications at every point of service. As they begin investing in these IT tools, the company will be able to provide immediate, tailored service to customers. This improved quality of service and enhanced user experience will help ensure customers remain loyal to the business.
Below are three ways business and IT decision makers can evolve customer experiences by moving omnichannel strategies to the edge.
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