Omni-channel analytics: how to benefit from them

Omni-channel services are the best when it comes to customer services. The omnichannel approach requires a strong and clear strategy that will seamlessly provide services to your customers. The omnichannel analytics is a newer way of revamping your marketing strategies using some digital insight and metrics.


These analytics will help your business reach new heights. The analytics are a part of metrics that allow you to optimize your business’ performance by learning more about customer trends. When you're using the right data analytics tool with the omnichannel approach, you will need all the relevant data and insight to do it.


Here are a few ways in which you can effectively use these tools to benefit your business.


  1. Channel trends

    When you’re providing your clientele and customers with different channels to choose from, you’re also allowing your customers to pick their most convenient channel. It is by nature that your customers and clientele will choose the one that works best for their comfort. While many customers may find it convenient to use social media services to get their queries across, many others may find it convenient to use the helpline.

  2. To figure out the most frequently used channel, you must pay attention to the traffic on each channel. You can do this by allowing the analytics software to track the ticket volume in the channel. Then, you can simply compare the ticket volume of one channel to the other and figure out which is being used more frequently. This analytic data can then be used to hone in on clues relating to trends.


    Once you’ve actively monitored these channels, you can easily staff up these channels to keep up with the customer demands. You can also work towards investing more in a more frequently used channel than the other kind of channels.


  3. Tracking volume heights

    An omnichannel approach often makes it so that the channel volume blows up once an incident occurs that gets customers rushing in on the channels. This incident can be anything from a server or service breakdown or a particular discount that’s offered to the customers. In any case, a channel’s dilation may be the perfect time to analyze some critical aspects of your business and your channels.

  4. You can easily use this time to figure out which channels are preferred by customers over other channels that are also readily available. You can work out which age groups are using which kind of channels. Using this information, you can target your offerings and business incentives in a way that’s particular to the age group that’s using them.


    Having this knowledge, customer service teams can then effectively plan strategies to maximize business growth at a time when the traffic on the channels is sky-high. These strategies may include placing advertisements on the channels, staffing up the channels so there are lesser wait-times for the customers and even help set up processes that will aid customers in self-service.


  5. Response times

    Usually, customers and clients have a particular proclivity for a certain channel that can choke up that particular channel. Most modern technology then requires certain customers to wait until there is free space for them. Offering multiple channels can help reduce this funneling and time consumption. Users can effectively switch to other channels when their preferred channel keeps them waiting for a long time.

  6. Tracking response times are essential in figuring out whether the omnichannel strategy is working out for the benefit of the business or not. If there is a significant decrease in the response times for customers then you can safely assume that your omnichannel strategies are working for the better.


    Tracking response times and managing the overall funneling action can help you increase agent effectiveness and customer satisfaction.


  7. Self-service

    Businesses need to optimize their self-service modules as it can be costly to have all queries leading up to a customer service representative answer their query. Most businesses like to use self-help articles that provide ample information for helping out the customer in their time of need. These articles are usually in the form of FAQ sections that comprehensively answer questions.

  8. You can measure the efficiency of the self-service options by measuring the ticket deflection in the channels. You can divide the total number of customers you directed to self-help articles by the total number of tickets processed. This way, you can figure out how effective the approach is. You can then also calculate the value of those deflected tickets that were sent to the self-help articles.

  9. Track channel changes

    Many times, when channels are overloaded with tickets that are being funneled, customers may approach other channels with lower volumes. Measuring each of these channels will help you determine which channels are reliable for the customers to use. They might have preferred channels but then there might be channels that they use as a second option. This shows that the customers think highly of the second option as well and consider them reliable.

  10. The volume of each channel will be determined by the changes you make in the products and services.


In conclusion


The omnichannel approach is the modern way for businesses to optimize their services for a fast-changing world that has many options available for the customers. These analytic techniques can help you figure out the best way to optimize your businesses and work towards more successful and satiating customer experience.

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