Omni-channel is not a matter of technology but employee mindset

Posted on: August 12th, 2013 by Fransgaard 6 Comments

I just returned from a holiday in Denmark where I spent a couple of nights at the Radisson Blu Limfjord Hotel in Aalborg

But while the hotel was fine, one thing didn’t agree with me: The £99 cost for a single day of Internet.

I am fairly sure the price is a case of mistaken currency as 99 of Danish currency is more like £11. Still expensive, but somewhat more realistic.

As the social customer I am, I tweeted this, first by adding a #radisson hashtag to make it visible to the hotel chain and later with their Twitter handle (after I had the time to find it).

And I received a reply, but the reply was as puzzling as the £99 price tag:

As a customer I felt I have already notified the company about their (possible) pricing mistake. Why should I process the message between internal departments? Surely they can talk to each other, can’t they?

Omni-channel customer experience using smoke and mirrors

Omni-channel customer service is a new approach and through my work I know first hand how big a shift it is for companies both technically and structurally. But a possible quick-win place to start is with the employees.

In the example above imagine if the social listening team had simply emailed my tweet to their customer care team, who in turn could have replied directly to me using the email I left with the hotel desk.

No technology involved, only an omni-channel mindset with the employees.

Tags: , , , , , ,