Omni-Channel Routing: Definition, Working, & Benefits

With customer service becoming increasingly digital and customer expectations ever-evolving, organizations must find ways to improve their overall Customer Experience. 

One way to do this is via the implementation of omni-channel routing. It not only enhances a customer’s experience but provides businesses with many opportunities to optimize their customer service practices. 

In this post we’ll discuss what contact center Omni-channel routing is, how it works and what are the different benefits that come with adopting an omni-channel approach in your customer service operations.

What is Omni Channel Routing

Omni Channel Routing is a modern approach to efficiently managing customer interactions. It combines the power of technology and human intelligence to assign work to agents that best match the customers’ requirements. 

With the need for businesses to cater to customers over a multitude of channels, from phone calls to social media; this routing method ensures a seamless customer experience across all touchpoints. By configuring rules based on agents’ skills, the right agent is connected to the customer at the right time, no matter what interaction channel they are using. 

This approach ensures efficient utilization of resources and enhances the business’s customer service capabilities, ultimately resulting in increased customer satisfaction and loyalty.

How Omni-Channel Routing Works

Omnichannel routing uses advanced software to seamlessly direct customers to the right agent, no matter what communication method they choose. The software even employs machine learning to understand the intent behind customers’ messages. 

Once a request comes in, it is automatically routed to an available agent, ensuring that customers are never left waiting for help. And if there’s a backlog of issues, omnichannel routing uses intelligent prioritization to make sure that waiting times don’t get out of hand.

Benefits of Omni-Channel Routing

1. Reduced average handle times

One of the significant benefits of adopting omni-channel routing is the reduction in average handle times. This is achieved by assigning customer queries to agents with the specialized skill set required to solve the problem quickly and efficiently. 

With omni-channel routing, businesses can ensure that customers get the right kind of assistance, which not only results in faster resolutions but also boosts satisfaction levels.

2. Improved agent productivity

Omni-channel routing provides teams with the ability to interact with customers through a variety of channels, such as voice and digital channels. With the help of enhanced workflows, agents can seamlessly navigate through these channels, enabling them to be more efficient and productive. 

By providing customers with a consistent experience across all touchpoints, they are ultimately left with a positive impression of the business, resulting in loyal customers and increased revenue. 

3. Work prioritization

Omni-channel routing is a boon for businesses that handle a massive inflow of customer queries every day. However, the real benefit lies in its ability to prioritize work items effectively. 

With omni-channel routing, urgent queries or high-priority work items can be seamlessly routed to the most capable agent in that queue, allowing for quicker resolutions and improved customer satisfaction. 

Imagine the dread of overlooking an urgent issue that slipped through the cracks because of an inefficient routing system. With omni-channel routing, prioritization is automated, and businesses can focus on what they do best, delivering excellent customer service.

4. Decreased average wait time

When it comes to customer service, time is of the essence. Waiting on hold can be frustrating and time-consuming, which is why omni-channel routing is becoming increasingly popular. 

By utilizing omni-channel routing, companies can effectively manage queues and predict customer behavior, ensuring that qualified agents are always available to assist.

It leads to a decreased average wait time, which is a great benefit for both the customer and the business. With shorter wait times, customers are happier and more likely to have a positive experience with the company, which can lead to increased loyalty and revenue.

5. Consistent brand identity

Customers want convenience and flexibility when it comes to interacting with a company. Omni-channel routing provides customers with seamless experiences across multiple channels, such as social media, email, and phone, so you can keep them engaged and happy. 

Consistency is key here, as it helps establish trust and credibility with your audience. 

A consistent brand identity across all channels can make your company more memorable, increasing the likelihood that customers will return and recommend your services to others.

How to Choose the Right Contact Center Software for Omnichannel Customer Experiences

Delivering excellent customer service across multiple channels is not an option, it’s a necessity. But with numerous contact center solutions out there, how do you choose the right one for your business? The first step is to determine which digital channels your customers prefer to use.

Once you have that information, look for a software solution that offers omnichannel routing and CRM integration, so you can track all interactions with each customer across all channels seamlessly. 

And if you’re looking to go the extra mile, consider chatbots and self-service automation technology to improve the customer experience even further.

Bucher Suter’s contact center solution can provide you with all these features and more, allowing you to boost customer satisfaction rates and streamline each interaction.

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