What is omnichannel chat?

With the introduction of artificial intelligence (AI) and the ever-changing needs of modern consumers, the customer service field has experienced more evolution within the past decade than any other period in history. Omnichannel chat has played an instrumental role in this development by seamlessly integrating multiple channels to provide users with a unified experience, leading to improved satisfaction and more straightforward communication. 

Omnichannel chat is a communication approach that integrates multiple channels, such as live chat, email, social media, and messaging apps, into a single cohesive platform. It enables businesses to provide consistent experiences across various channels, fostering better engagement and more unified interactions. 

Freshworks is proud to offer our Freshdesk Omni, a one-stop shop for all your customer service needs designed to help businesses of all sizes provide a better customer experience. 

Today, we’ll take a comprehensive look at the role omnichannel communication plays in the modern customer service arena and how Freshworks maximizes the benefits of omnichannel customer service for your business.

Understanding omnichannel chat

In an omnichannel chat system, customers can initiate and continue conversations across different platforms such as websites, mobile apps, social media, messaging apps, email, and more. The goal is to enable a smooth transition between channels without losing the context of the conversation. For example, a customer might start a chat on a company's website and then switch to a mobile app or social media platform while maintaining the continuity of the conversation. 

This enables customers to connect with businesses through their preferred platforms, enjoying the convenience of real-time support on whichever channel they choose. This platform integration allows businesses to gather customer data effectively, tailoring interactions to individual preferences and needs. This approach increases efficiency by streamlining support processes and reduces friction in the customer journey.

Similar to other customer service options, omnichannel chat has evolved significantly over the past few years with the expanded prevalence of AI, as chatbots and virtual assistants are now being deployed with increasing regularity. Working with AI, businesses can implement intelligent chatbots across multiple channels to handle routine queries, provide instant responses and assist with basic problem-solving. This automation reduces the burden on human agents, allowing them to focus on more complex issues that require empathy and nuanced understanding. 

Additionally, AI enables advanced features such as natural language processing (NLP), sentiment analysis, and predictive analytics, enhancing the personalization and effectiveness of customer interactions. NLP enables AI systems to respond to customer inquiries in a more human-like manner, fostering a more intuitive and effective communication process. As a result, the integration of AI in omnichannel chat optimises operational efficiency and elevates the overall quality of the customer experience (CX).

Omnichannel chat benefits

Simply put, businesses can better and more quickly serve customers using omnichannel chat. Some key benefits include: 

• consistency

• convenience

• efficiency

• adaptability

Omnichannel chat ensures consistency by providing a unified experience across various communication channels. Customers can initiate and continue conversations on different platforms while maintaining the context of their inquiries, and agents have access to a centralized system that consolidates information from all channels. This integrated approach allows businesses to deliver uniform responses, ensuring that customers receive the same level of service regardless of the channel they choose.

Moreover, it enhances convenience by allowing customers to engage with businesses through whatever channel best suits their personal needs. Whether via website chat, mobile app, social media, or other platforms, customers can initiate and continue conversations without disruptions, making it more convenient for them to seek support and information. The continuity of interactions across channels ensures that customers can switch between them effortlessly while still receiving coherent assistance.

Efficiency is another key advantage of omnichannel chat, as it promotes the centralization of communication channels into a single cohesive system. With a unified platform, support agents can access a comprehensive view of customer interactions across various channels, enabling them to respond more efficiently and effectively. Automation tools integrated into omnichannel systems can handle routine queries, freeing up human agents to focus on more complex issues and helping to optimize workforce productivity. 

Omnichannel chat also offers businesses long-term solutions, promising continued evolution as customers' behaviors change. Organizations must be agile in meeting customer expectations in the ever-progressing digital landscape, where new communication technologies are constantly emerging. Omnichannel systems, designed to integrate across diverse platforms flawlessly, allow organizations to stay ahead of the technological curve and adapt their customer service strategies accordingly. This adaptability is essential for meeting customers where they are, whether on emerging social media platforms, messaging apps, or other frequently used channels.

Importance of omnichannel chat

Omnichannel chat has demonstrated the ability to increase customer satisfaction by providing a smooth and consistent experience across various channels, allowing customers to engage in a manner that suits their preferences. Integrating information between channels ensures personalized and efficient interaction, significantly reducing friction in the customer journey. Moreover, proactive engagement through omnichannel chat can allow businesses to engage with customers on their preferred channel preemptively. Proactive communication demonstrates a commitment to customer satisfaction and reinforces loyalty by showcasing the business's dedication to their well-being.

Additionally, the recent proliferation of chatbots has provided organizations with another valuable tool in their omnichannel arsenals. These intelligent virtual assistants can be integrated into websites, social media platforms, mobile apps, and more, allowing businesses to maintain a unified brand presence. By leveraging chatbots, companies can offer real-time assistance and guide customers through their purchasing journey no matter which channel they choose. This ensures a consistent experience across all platforms that helps promote increased loyalty and satisfaction.

The complete guide to delivering an exceptional customer experience

How to implement live chat in an omnichannel strategy?

To successfully incorporate live chat into an omnichannel blueprint, businesses should start by integrating the live chat functionality across relevant channels. This involves verifying that the live chat feature is accessible on all appropriate touchpoints such as the company's website, mobile applications, and social media. The goal is to create a unified interface that allows customers to communicate effortlessly, regardless of their chosen channel. This integration requires robust backend systems to synchronize customer data in real time across different platforms.

Additionally, businesses should properly train their support teams to efficiently navigate all channels being utilized. Agents must be equipped with the necessary knowledge to seamlessly handle inquiries across platforms, maintaining a coherent and personalized CX throughout. Integrating chatbots alongside human agents can also enhance efficiency by handling FAQs and collecting valuable data. Regularly monitoring the performance of live chat interactions across channels allows businesses to refine their omnichannel strategy and continuously improve the overall CX.

Best practices and challenges of omnichannel chat

Omnichannel chat best practices

To maximize the benefits of your omnichannel chat blueprint, there are some basic steps that most successful organizations employ to optimize CX and address possible challenges.

Ensure smooth channel transitions: Enable customers to switch between channels effortlessly without losing the context of their conversation. If a customer initiates a chat on the website and later switches to a mobile app, the conversation history should immediately carry over to maintain continuity.

Synchronize in real-time: Ensure instantaneous synchronization of data and conversations across channels. This allows for real-time updates to provide agents with the most recent information, enabling them to respond accurately to customer inquiries.

Integrate chatbots: Chatbot implementation can assist with routine queries, and basic transitions and provide immediate responses. They can work alongside human agents to improve efficiency and contribute to a more harmonious CX.

Keep brand voice cohesive: Focus on maintaining a consistent voice and communication style across all channels. Whether the customer interacts through live chat, email, or social media, the messaging should align with brand identity to reflect its overarching communication strategy.

Omnichannel chat challenges

Of course, as with any system, some challenges may arise as you navigate through your omnichannel journey. Here are some common difficulties that businesses face and how to best address them.

Integration complexity: Integrating chat with various channels can prove complex in some instances. Ensuring a consistent experience across all touchpoints requires robust backend integration, which may be challenging if existing systems are not designed for interoperability. These issues can be mitigated by conducting a thorough analysis of existing systems and developing a detailed integration plan.

Employee training and adoption: Training support teams to handle omnichannel interactions can be time-consuming. Employees must be proficient in using the chat system and adapting to a workflow that involves managing conversations across multiple channels. Make sure to provide hands-on education for navigating the chat interface, utilizing integrated tools, and managing conversations across all channels.

Channel switching difficulty: Allowing customers to switch between channels while retaining the scope of their conversation can be challenging. Facilitating a smooth transition without losing data or causing delays is crucial for a positive omnichannel experience. Focus on establishing a unified customer profile to provide an unambiguous view of the customer's journey across platforms. Don’t forget to implement a real-time synchronization mechanism to update all information simultaneously. 

Technology compatibility: Compatibility issues may arise when implementing chat across diverse platforms. Ensuring that the chat functionality works properly on different browsers, mobile devices, and apps requires thorough testing and adaptation. We recommend prioritizing platforms that support industry-standard protocols and APIs, allowing for easy connectivity and interoperability.

Freshworks in action: Case studies and success stories

Enterprise-level corporations and small businesses alike have long been reaping the benefits of employing omnichannel chat to maximize their customer service capabilities. Freshworks offers a variety of suitable plans fit for businesses in all stages of growth. Let’s dive into a couple of real-world examples of organizations that have perfected the art of omnichannel communication using Freshworks.

Sify Technologies is India’s only steadfast ICT company and has been paramount to India’s rapid internet and e-commerce growth. Around 2018, Sify placed an increased emphasis on online interactions, digitally engaging startups and small businesses. It quickly became apparent that this business model required a CRM platform to help its digital sales team streamline its sales. Freshworks was able to step in to assist Sify with this transition, offering the ability to utilize industry-based segmentation to personalize its interactions and renewal offers. Since the adoption of Freshworks, Sify has reported a 30% increase in customer engagement through the use of our omnichannel communication capabilities.

CliqStudios is an online cabinet and design company that has experienced significant growth by partnering with Freshworks for its omnichannel support needs. In 2020, CliqStudios set in motion a strategy to transform its business plan by transitioning to an all-in-one solution that provided full CRM and omnichannel capacity. On account of Freshworks’ best-in-market integration capabilities, CliqStudios was able to execute a seamless migration process and comprehensively train its team to complete onboarding operations in just 45 days. CliqStuidos has experienced an acceleration of up to 35% in its sales cycle since implementing our Freshsales CRM.

Freshworks offers a variety of platforms—such as Freshsales and Freshdesk Omni—to help your business exceed any omnichannel goals you may have in mind. Freshdesk Omni encompasses a variety of different tools, including our AI-powered AI agent, which can deflect up to 70% of conversations across various channels, giving other agents time to attend to matters that require a human touch. Freshdesk Omni also includes Freshchat, Freshcaller, Freshdesk, and more to help serve your business’s needs in any area of your omnichannel system. 

Let Freshworks help you become the next omnichannel success story–request a free demo today!

The Freshworks omnichannel support advantage

Clients can utilize our Freshchat solution to engage customers on the channel of their choosing. Freshchat enables businesses to connect with their client base via social media, email, SMS, and more, facilitating flexible channel freedom to increase customer satisfaction. Our bot-driven support can go wherever your customers are, offering reduced handle times, optimized support, and the ability to automate resolutions. And when we say, “Wherever your customers are,” we mean it–Freshchat provides effortless integration with hundreds of different apps to help offer a consistent user experience.

Our other solutions are just as easy to migrate into whichever channels your business may prefer. Freshworks’ helpdesk ticketing system, Freshdesk, allows businesses to manage customer inquiries, support tickets, and communication through a myriad of different platforms. Companies possess the ability to integrate Freshdesk with Salesforce, Shopify, Slack, and over 1000 other apps that you can find on our marketplace. You can easily custom-build your integration by employing Neo, our flexible enterprise platform.

Additionally, Freshworks’ software interface is extremely intuitive, providing a unified view of customer information by integrating data from various touchpoints. Our unified agent workspace feature enables cohesiveness across email, call, chat, and messenger apps, ensuring that all customer data is stored in one easy-to-access location, helping facilitate quick and efficient customer support. 

Freshdesk Omni also excels by offering unmatched personalization, providing organizations with a plethora of tools to help customize CX. In addition to allowing users unrestrained flexibility when choosing which channel to communicate through, businesses can easily maintain customer profiles that provide agents with a holistic view of each user.

Lastly, our knowledge base enables clients to create personalized self-service experiences for customers. By offering relevant articles based on customer profiles, preferences, and past interactions, businesses can empower customers to find answers to their queries independently, resulting in more available human agents and reduced wait times.

Navigating the future of omnichannel chat with Freshdesk Omni

Omnichannel chat shows significant potential for growth as new communication channels continue to sprout up with increased frequency. Just within the past decade, platforms such as WhatsApp, Discord, and TikTok have exploded in popularity, and with the introduction of the Metaverse on the horizon, the omnichannel communication landscape projects to experience substantial evolution in the coming years. The value of the omnichannel system lies in its ability to connect with your customers wherever they may be, which involves adapting to new applications as they’re introduced. 

When planning for the future, businesses should consider numerous factors, including their size and growth–that’s why our Freshdesk Omni is designed to cater to companies of all sizes, from small startups to large enterprises. Offering extensive automation features such as chatbots, predictive analysis, and AI-powered service management, while providing wide-ranging omnichannel capacity through email, live chat, messenger, and more, Freshdesk Omni is a premier solution for organizations of any size.

Freshdesk Omni also places a major emphasis on customization, allowing your organization to personalize the CX at every touchpoint to help you adjust as your business needs continue to evolve.

Working with a forward-thinking provider is crucial for your business’s longevity when employing an omnichannel system; let Freshworks worry about the future, so you can best serve your customers in the present.

We encourage you to check out the benefits of our offering, Freshdesk Omni, to see exactly how Freshworks can help your company rise above the competition.