Omnichannel customer service: What it is and how to do it
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Marketing Hub Marketing automation software Free and premium plans Service Hub Customer service software Free and premium plans Content Hub Content marketing software Free and premium plans Revenue Hub CPQ, billing, and payments software Free and premium plans Agent Hub Your central home for building and managing AI agents across the platform Learn more AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results Learn more Home Marketing Omnichannel customer service: What it is and how to do it Omnichannel customer service: What it is and how to do it Written by: Ashley Valadez HUBSPOT SERVICE HUB Learn more about HubSpot's customer service tools. In today’s digital world, customers want to access support quickly via their preferred communication channel. In response, more companies are looking to deliver seamless, personalized support experiences via omnichannel customer service models. Omnichannel customer service offers flexibility and personalization, which can improve everything from resolution times to overall customer satisfaction rates. In this guide, we’ll explore omnichannel customer service and its benefits, as well as break down how to build an omnichannel service strategy and tips for buying the right omnichannel platform. Omnichannel customer service is a service strategy designed to create a connected, consistent experience for customers across every communication channel, whether it’s email, live chat, phone, social media, or self-service experiences. An omnichannel service model ensures that customer history, context, and key data are connected across channels. This approach gives support teams the full context they need to provide faster, more personalized service. Omnichannel service enhances the customer experience by removing the need for customers to repeat themselves and offering the flexibility of starting a conversation on one channel and continuing it on another. Keep track of customer requests in one unified help desk that connects to your CRM database. While these terms are often used interchangeably, omnichannel customer service differs from multichannel support. Multichannel customer service means a business simply offers support through multiple channels, but those channels may operate independently with their own inbox or ticketing queue. Multichannel service offers the convenience of multiple channels for support, but customers often need to repeat information and agents don’t have full conversation history and context when a customer switches channels. Omnichannel customer service builds upon multichannel support by connecting those channels into a single, unified experience. In omnichannel service, customer conversations, purchase history, previous interactions, and other key context are shared across channels so that agents have a unified view of customer data and customers can continue their conversation without having to start over. Most modern omnichannel customer service platforms consolidate support requests from each channel into a shared inbox or ticketing queue, giving agents a complete view of each customer’s history to help them continue conversations seamlessly. CX leaders who implement omnichannel customer service see tangible benefits for both their customers and their support teams. Here is a list of five key benefits of omnichannel customer service in more detail. According to research from Salesforce, 56% of customers have to re-explain their issue every time they’re transferred to a different person or department. Omnichannel customer service eliminates this friction point by preserving conversation history and customer context across every touchpoint, which reduces friction for the customer when they reach out for support. When context is carried across channels, customers can pick up where they left off and aren’t required to repeat themselves, resulting in a smoother support experience. When customer context, history, and account information are centralized in an omnichannel customer service platform, agents spend less time looking for previous interaction history and can instead jump right in to helping solve the customer’s problem. With tools like HubSpot’s Smart CRM, agents have access to a unified customer record that is automatically enriched with data from emails, calls, and the web, giving them full context before every interaction. A unified conversation timeline reduces context switching and information gathering for service agents. Agents can also better prioritize urgent issues and resolve requests more efficiently, which allows them to handle a larger volume of requests without compromising the quality of support. Research shows that up to 82% of customers prefer companies to know who they are and anticipate their needs. Omnichannel customer service helps companies meet this need by giving agents a complete view of the customer, including previous purchases, past support interactions, and other key account context. This type of data enables support agents to tailor their conversations and make personalized recommendations, creating a more meaningful interaction with customers and building trust along the way. When companies layer tools like customer agent into their omnichannel strategy, they can use customer data to personalize agent interactions with things like tailored content, special routing rules, and more. An omnichannel customer service strategy gives organizations a more holistic picture of how their customers are interacting with them across every support channel. This removes the need to analyze each channel individually and instead allows customer support leaders to surface trends, identify bottlenecks, and spot areas of opportunity across the customer journey. This type of visibility helps CX teams improve workflows, optimize staffing, and quickly address customer pain points before they escalate into bigger issues.
Source: HubSpot
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