Communication

What is Omnichannel Customer Support and Why It’s a Must in B2B

What is Omnichannel Customer Support and Why It’s a Must in B2B

Are your customers tired of getting mixed messages on different channels? Research reveals that 85% of customers look for consistent interactions, no matter how they reach out. Are you meeting these expectations?

Your customers are looking for a smooth, connected experience. So, now's the perfect time to enhance your B2B customer support by adopting an omnichannel support strategy.

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Blog
Communication

What is Omnichannel Customer Support and Why It’s a Must in B2B

Paulina
Content Writer
January 29, 2024

Are your customers tired of getting mixed messages on different channels? Research reveals that 85% of customers look for consistent interactions, no matter how they reach out. Are you meeting these expectations?

Your customers are looking for a smooth, connected experience. So, now's the perfect time to enhance your B2B customer support by adopting an omnichannel support strategy.

What is omnichannel customer support?

Omnichannel customer support is about creating a unified experience across all your company's communication channels. It breaks down siloed conversations, blending phone, email, direct messaging platforms, live chat, and social media. 

But it’s not only about blending all these channels together. It’s about consolidating all customer data and history into a single point of truth. The purpose? To create a seamless and consistent experience for your customers.

So, when a customer switches from a chat on the web to an email or a phone call, the transition should be smooth. They shouldn’t repeat information; the context should already be there.

Omnichannel vs. multichannel customer support

It's easy to get omnichannel and multichannel customer support mixed up, as they both use multiple platforms for interacting with customers. However, these two approaches are quite distinct from each other.

Multichannel support uses various channels like email, phone, and web chat, but they operate in isolation. So, even though your business is reachable in many ways, the information isn't shared between these channels. This often leads to customers having to repeat their issues each time they switch channels.

Omnichannel support, on the other hand, offers a cohesive customer experience. All channels are interconnected and share information smoothly. This way, a customer can start a conversation on social media, switch to email, and finish over the phone without ever needing to repeat their story.

4 reasons you should implement omnichannel customer support

Omnichannel support is what today's customers expect from you, but this equally benefits you as a business. If your customers are satisfied, they will likely become loyal to your company, leading to higher revenue streams.

We all know how expensive customer acquisition costs can be, right? Omnichannel support gives you the best chance to retain customers. When executed effectively, it can be a decisive factor in why customers prefer your business over competitors.

  1. Omnichannel support brings you closer to personalization

Omnichannel support seamlessly merges standard service with personalized experiences, truly living up to the idea that 'the customer is king.' Your aim is not just to meet but to exceed customer expectations in every interaction, particularly in customer service.

In today’s market, B2B customers crave the flexibility, convenience, and personalization they're familiar with in B2C transactions. Omnichannel support meets and enhances these expectations, offering deeper insights into customer preferences and behaviors. This enables you to create tailored interactions and solutions, strengthening customer trust and loyalty in a competitive business environment.

  1. You can be ahead of the curve

Not everybody is doing omnichannel support. Whether it’s the resources that are holding them back or the lack of management buy-in, just 24% of businesses are investing successfully in omnichannel personalization. If you go ahead with this strategy, you can make strides and get ahead. Seamless customer service is one of the factors that customers look into before choosing a vendor.

By implementing this approach, you're keeping up with the growing customer expectations for seamless experiences and raising the bar in customer engagement. This proactive step in adopting omnichannel support can distinguish your business as a leader in customer-centricity, appealing to a market that values efficient and interconnected service.

  1. Access to data-driven insights

You’ll find that omnichannel support systems collect a wealth of data from various touchpoints. When you analyze this data, it can offer invaluable insights into customer behavior, preferences, and pain points.

As a B2B company, you can use these insights to refine your product offerings, customize your services, and make informed business decisions. For example, understanding your clients' most preferred communication channels and the common issues they face allows you to allocate your resources more effectively.

  1. Leverage underutilized channels

This is a common occurrence in B2B customer service: companies often limit themselves to one or two channels for providing support, and that's it.

For example, while email is still a popular support channel, what if your customers are primarily using Slack?

With omnichannel support, you can tap into channels that your competitors might be neglecting. This approach achieves two key objectives: it ensures you aren’t wasting any potential touchpoints and maximizes your engagement opportunities.

The bottom line

In the B2B setting, where every conversation counts, omnichannel support is a relationship builder. It lets you show up for your customers and demonstrate that you truly care. After all, you want your customers to enjoy and succeed in using your products and services.

If you’re a B2B business that uses Slack for both internal and customer-focused communications via Slack Connect channels, you might want to explore Thena.

Thena offers a platform for managing customer engagement and support directly through Slack. It provides tools for omni-channel customer support, including request management, marketing automation, and integration with various ticketing systems and CRM tools.

The platform aims to streamline customer communication and support processes, particularly for B2B SaaS companies, by offering features like AI-powered request routing, analytics for customer insights, and integrations with services like Zendesk, Intercom, HubSpot, Salesforce, and Freshdesk.

Ready to deliver omnichannel engagement from Slack? Try Thena at no cost!

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