Post by account_disabled on Mar 6, 2024 9:21:45 GMT
When users engage with an organization through a specific channel, that interaction is often just one part of the broader customer journey they undertake to complete a goal. Today's users often complete their customer journeys using many different channels and touchpoints and expect seamless synchronization between all of these touchpoints with the company. So, while the experience on each individual channel may be great, if the transitions between these channels are difficult or these experiences are inconsistent, the overall experience will suffer. Our research into omnichannel customer journeys identified 5 key elements of a high-quality experience: Consistent Optimized for context Without fissures Orchestrated Collaboration This article explores how collaboration can enrich the omnichannel experience. What is collaboration in the omnichannel experience? Collaboration is when an experience allows two or more normally disparate devices or channels to be used together to achieve a goal. For example, the Oculus virtual reality headset allows users to stream their gameplay to the Oculus app on their mobile device to record it or for others to view.
Of all the 5 omnichannel components, collaboration is the only one that should not be considered a requirement for a high-quality omnichannel experience. While collaboration often creates valuable and enriching touchpoints, the lack of collaborative interactions on a trip does not detract from the core experience. Use collaboration in the customer Buy Bulk SMS Service journey There are several reasons why designers should create opportunities for multi-channel collaborative interactions in the customer experience: to resolve the limitations of an available interaction channel by reducing the cost of interaction on that channel. Also to add value to existing interactions. Reduce the cost of interaction The interaction cost is the sum of efforts - mental and physical - that users must deploy when interacting with a site to achieve their objectives. Ideally, we would like to reduce the interaction cost as much as possible. One way to reduce the cost of interaction on one channel (which we refer to as the target channel) is to leverage another helping channel, using its resources to complete the interaction with less effort. For example, entering a website can have a high interaction cost because users must remember their passwords.
Nowadays, people have to manage so many passwords that they inevitably forget which password they used for each site. In China, however, logging into an account typically requires much less effort, in part due to the prevalence of mobile login methods. That's why when a WeChat user wants to log in on a new target device, such as a desktop or tablet, the system generates a unique QR code that the user can scan with their WeChat phone app, which acts as assistant. If you're already signed in to that app (which is common), the system will recognize the phone (and account) used to scan the code and automatically sign you in on the target device. Dropbox, a popular file hosting service, also uses collaboration to reduce the cost of interaction. Existing Dropbox users can use an assistive device, such as a phone or tablet currently associated with the account, to scan an image displayed on the target device to quickly download the Dropbox app to that target device. Collaboration in the Omnichannel experience Several years ago, TurboTax, a consumer tax management software, proposed a different type of solution to address the high interaction cost identified in the tax processing experience.