Social Business Cornerstone: Omni-channel work environment for employees

I recently wrote a blog post about how Omni-channel starts with the employees’ mindsets.

However, as soon as employees start thinking omni-channel customer service, they will expect the tools and technology within the organisation to be able to keep up with them.

I’ve also previously covered the dangers of flooding employees with new technology. After all they have a day job to do and contrary to customers, employees don’t have a choice unless they want to take the radical step and resign… but equally lacking the right tools can be equally damaging to the effectiveness of an organisation.

So what does Omni-channel work environment look like?

1: Access to the Tool

Same(-ish) tools available through different devices.

Much like customers, employees need to be able to access their tools from whatever device: Their work computer, their mobile phone, their tablet, their home computer, even public computers.

However, unlike customers, employees face stricter security policies. But denying employees access to certain tools, without providing equal (or better) tool, prevents  them from Omni-tasking effectively and customers will notice how some parts of the experience simply does not live up to the promise.

2: Access to the Customer

Customer context available to all involved employees.

In an ideal world each customer would have their own dedicated employee to talk to, but for most customer relationships it is not cost effective. This shouldn’t prevent the customer’s history and context being handed over between employees.

The simple answer is to make sure any history is captured against the customer’s CRM profile and that the associated profile can be quickly surfaced when the customer contacts any customer-facing representative of the organisation.

3: Access in the Future

Reactive and adaptable framework.

The Internet and customer expectations changes fast. The technical environment need to listen to what customers want and be able to act on this fast.

What is a fully encompassing Omni-channel environment today, may well be inadequate in dealing with all channels available to the customers tomorrow.

…and to circle back to the employee mindset, this means that employees also need constant training in how to react to requests from new channels. This shouldn’t be a once-a-year occurrence, it should be as soon as required.

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Share your thoughts

  • Do you think an omni-channel requirement will necessarily lead to a fragmented tool landscape? Or will we all end up using “one tool to rule them all”? I would have said multiple systems is inevitable. In which case what friction will this drive if single sign on isn’t possible? Then companies will need to solve the issues of measurement and reporting across multiple systems.