Article • 3 min read
Three companies, three omnichannel examples
By Kelly Tan
Last updated March 21, 2018
Omnichannel is a hot buzzword in the customer support world, but what does it actually mean, and can your company benefit from it? Think of it as the support you would want for yourself: a real conversation where you don’t have to repeat yourself with all channels seamlessly connected. Ideally, tickets are resolved more smoothly, and agents see an increase in efficiency.
What about omnichannel out in the real world, though? Read on for three omnichannel examples, and see how very different businesses are using it to achieve their goals.
An increase in customer satisfaction
OnePlus, a Chinese maker of affordable Android phones, founded in 2013, built its loyal customer base around community—one that spans 37 countries. With a customer base so sprawling, the support team realised that it was inefficient to use different tools in different regions to handle customer contacts. To ensure that every OnePlus phone owner around the globe is heard, the company adopted a Zendesk omnichannel solution that incorporates Zendesk Support, Chat, Talk, and Guide.
With an omnichannel solution, OnePlus has been able to standardise its global service and offer more support channels. Chats now account for as much as 60 percent of all support tickets. “It’s very easy for customers to communicate by chat because they can get an immediate response,” explained Maria Kozlova, a data analyst expert at OnePlus. OnePlus is also able to monitor and analyse its ticket volume and customer satisfaction since everything is housed in the same system. Quick first response times and consistently high CSAT ratings have followed.
Scaling Made Easy
When Fossil Group acquired wearables startup Misfit, it also acquired an additional 5,000 inquiries each week from customers wanting support pairing their wearables to their devices. The company needed a system that could handle that volume. Misfit already used Zendesk’s omnichannel solution, including Zendesk Support, Guide, and Chat, which allowed them to keep customer records and preserve internal knowledge and context for agents. It worked so well for the wearables division that Fossil Group rolled out Zendesk across all brands and regions. As a secure, SaaS-based solution, scaling to that enterprise level—across all four channels—was accomplished within a month.
Fossil Group’s previous solution kept all the data siloed by channel, which made analytics difficult. With the entire global organisation utilising the same seamless omnichannel solution, it was able to expand visibility into agent productivity and the customer experience.
Give customers what they want and need
Circles.Life knows the frustration most people associate with telco and utility companies. No one even wants to talk to their internet or phone provider because they expect a bad experience. Fortunately for its customers, Circles.Life decided to say no to poor customer service, and implemented a Zendesk omnichannel solution to make it easier for its customers to seek support across all available channels. Now Circles.Life is able to maintain SLA’s across email, chat, and social media messages, and leverages customer support as a competitive differentiator.
Circles.Life’s customer-first philosophy hinges on an omnichannel strategy that allows customers to choose which support channel would be most convenient for them based on the urgency and complexity of the problem at hand. With Zendesk Support, Guide, Chat, and Talk, it’s able to employ four channels at a lower cost to the company. Omnichannel has also made a big difference in consolidating and reporting on customer data, which the company can now do across all channels—key to Circles.Life’s ability to keep a finger on the pulse of customer satisfaction.
For more omnichannel examples and to see what customer success with Zendesk looks like, explore our customer stories.
