5 Ways to Become an Omnichannel Customer Experience Pro

Consider how much has changed over the last decade in terms of technology and the customer experience (CX). About 10 years ago, the first iPhone would be hitting the U.S. market soon. Social media platforms like Snapchat and Instagram wouldn’t be released until three or four years later. At the time, sophisticated interaction channels like social media, web chat and presence were available to enhance the CX. But, for the most part, businesses weren’t adopting them. And the concept of a platform that seamlessly integrated various channels and devices to deliver consistent, contextual, end-to-end experiences? Not so much.

Looking ahead, one can only imagine how technology will further drive the CX. Gartner’s Chief of Research, Daryl Plummer, seems to have an idea. By 2021, he predicts that:

  • 1 million consumers will be shopping in virtual reality
  • 30% of web browsing sessions will be done without a screen
  • 20% of all activities will involve at least one digital giant (i.e., Apple, Google, Facebook)

Companies are now competing in an era of endless customer touchpoints and possibilities. They’re tasked with matching today’s rapid pace of innovation and also constantly anticipating customers’ evolving needs. This has made the concept of an omnichannel customer experience integral for success. Research shows, however, that companies across the board are still struggling to get omnichannel right. A 2017 study of the retail industry, for example, found that 44% of companies struggle to provide a seamless, omnichannel customer experience. In industries like finance and utilities, this number can be as high as 90%.

At this point, organizations surely know that competitiveness and revenue are driven by an unparalleled omnichannel strategy. So why do we continue to see brands fraught with indecision? Why are so many still challenged in this area? It’s clear that one question remains: what does an effective omnichannel strategy really look like? The way we see it, and the data supports it, there are five ways companies can become omnichannel pros to deliver extraordinary customer experiences:

  1. Create a corporate culture: Arguably, successful transformation goes beyond technology. It is the enterprise’s approach to customer service, a customer culture so to speak. One that begins with understanding the customer journey and that ends with everyone across the business having a priority of exceeding expectations at every point on that journey. A strong corporate culture must be an organizational commitment from the top down.
  2. Eliminate channel silos: 60% of channels today are managed in silos, and nearly 40% of companies have no consistency in how their channels are configured. Most companies believe silo elimination is too difficult to accomplish, yet are still heavily investing in digital communication tools that require complete integration to deliver optimal value. It’s easy to see the problem here.
  3. Integrate systems and processes: The customer relationship is shaped by experiences across all lines of business. Therefore companies need a single view of the customer across all contact points, events, interactions and timelines. Currently, only 42% of companies share customer data organization-wide, and only 38% have integrated disparate systems. While contact center transformation is a must, an omnichannel customer experience should go beyond this one line of business. Consider, for instance, how various back-office applications can be leveraged to deliver truly personalized interactions.
  4. Move at customer speed: 30% of companies admit their service functions don’t meet user needs. Just how many are offering interaction channels that satisfy the needs of their target audience? Better yet, how many can easily and quickly build custom communication apps that meet exact customer needs and continually improve outcomes? When building an omnichannel strategy, application development is just as important as application integration. And customer behaviors change as quickly as a new social media app can emerge.
  5. Take action on data analytics: By “data analytics,” we mean customer journey analytics: data collected across all lines of business to support a powerful, real-time visualization of the customer journey. Almost 60% of companies agree that analytics improves the customer journey, yet 64% have no big data analysis capability that combines data from all knowledge sources (from across the entire enterprise, not just inside the contact center). Customer journey analytics enables organizations to quickly locate and alleviate problem hotspots that impact the CX (something that only 24% of companies today can do) and empowers them with an inherent understanding of how customers are using a combination of channels.

Ten years ago, the concept of an open, integrated, future-proof platform—one that was inherently secure and built to support customers’ continually evolving needs—was nearly inconceivable. Today, this kind of platform is a necessity thanks to technologies like IoT, AI and automation. These technologies have thrust enterprises into a smart, digital world of seemingly limitless CX capabilities … one that’s just getting started.

So, how will your organization measure up 10 years from now? Your level of success will be largely determined by your omnichannel abilities, starting with the contact center. To keep up and stay ahead, check out our conversation with Nancy Jamison Frost & Sullivan Principal Analyst and a new whitepaper “Are You Enabling Extraordinary Customer Journeys?” Take your Contact Center to the Next Level. We’d love to hear what you think.

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Kari’s Law: An Emotional Journey Leads to a Bittersweet Ending

Our long journey leading up to the presidential signing of Kari’s Law began well before the precious life of Kari Hunt tragically ended on Dec. 1, 2013. (Learn about Kari’s story.)

For me, it actually began in the spring of 2013 when I noticed a sign on my hotel door, which read: “In case of an emergency, dial 0 for the operator.” I remember thinking, “The operator isn’t trained to handle an emergency. I should be able to dial 9-1-1 from my room phone.”

Sadly, this occurrence wasn’t an anomaly. I found it to be a common bad practice adopted by too many hotels across the United States.

There’s no doubt their intentions were good. Hotels were looking to be proactive, and they wanted to expedite not delay emergency response times. To make matters worse, direct access to 9-1-1 from Multi Line Telephone System (MLTS) was flawed because guests couldn’t dial 9-1-1 directly. They needed to dial an extra 9 just to get an outside line. That proved to be a fatal flaw in Kari’s case because her 9-year-old daughter couldn’t get through to 9-1-1. MLTS legislation also didn’t exist or, if it did, it was limited to a handful of states, and much of that dealt with the reporting location. It didn’t address the issue of access and notification.

Throughout the year, I used social media to increase awareness and drive meaningful change. I spoke at conferences and even began a podcast series dedicated to this very topic.

Then one day in December 2013, everything changed. My Google Alerts for 9-1-1 came up with a Change.org petition that was raised by Hank Hunt after his daughter Kari was brutally murdered in her hotel room.

I reached out to Hank on Facebook and offered to help him in his cause. Having an innovative tech leader like Avaya backing me increased Hank’s confidence in my ability to help him bring about the changes he sought.

My previous experience immediately proved useful, and we were able to go straight to the top at the FCC. (I had served on the Emergency Access Advisory Committee under Chairman Julius Genechowski, who had just turned the agency over to Chairman Tom Wheeler. Talk about timing!)

Following a number of tweets and letters, including an Open Letter to the FCC Chairman Wheeler, we received a call from Commissioner Ajit Pai’s office and a meeting was scheduled for Jan. 10, 2014. That meeting turned into a 45-minute discussion on the issues, the fix, and the challenges we faced.

Over the next several months, Hank and I garnered the interest of legislators in cities and states across the country: Suffolk County in Long Island, the state of Illinois, Maryland, et al.

In Texas, Avaya participated in hearings, and offered our unique expertise. We introduced the idea of a “Waiver Clause,” which stated that a business could obtain an exemption if they showed financial hardship. With the exemption was the requirement to register the make and model number of the system. This uncovered many systems that were actually capable of being compliant, and eased the adoption of the new law.

More states followed embraced the legislation—it was a full-on domino effect—except at the federal level where every attempt to bring a bill to life stalled. But then in 2018, that changed too.

After an all-night session ending on Feb. 9 on what would have been Kari’s 36th birthday, the House of Representatives passed the Senate amendment of H.R. 582, and it was officially on the way to the president of the U.S. for signature.

We quietly celebrated, knowing Kari’s murder would not be in vain.

The cherry on the cake was being invited by Hank, Kari’s father, to witness the president sign the bill into law on Feb. 16, 2018. I was both humbled and honored, and invited my former colleague Avaya Sales Engineer Dan Wilson to enjoy the moment with us. Dan had worked tirelessly on this legislation, clocking 12 miles of walking in the Maryland House and Senate.

The West Wing is everything you’d imagine: intimidating, wonderful and a once-in-a-lifetime experience. It was a pleasure to not only stand beside Hank and witness the signing, but to also be in the company of people who supported our endeavor since day one: Ajit Pai, my good friend and now Chairman of the FCC, Congressman Louie Gohmert who introduced the bill, as well as other Congressional reps with interest in public safety. After reading a prepared statement, President Trump uncapped the ceremonial pen and placed it on the paper. As it started to move, we were overcome with emotion. To think, 50 years to the day, and quite nearly the minute, following the first ever 9-1-1 call, Kari’s Law had become the “Law of the Land.”

Transforming Online Meetings for Team Collaboration

I find it interesting how companies choose to measure team collaboration. Most use surveys, some productivity data, and others standard review processes. Yet team collaboration is about so much more than all of this. If you ask us, it’s about putting people first.

We mean this quite literally. It’s important to provide employees with a suite of face-to-face collaboration capabilities that enable dynamic, real-time team collaboration. Communication staples like voice and chat are surely important, along with the endless other tools teams use to connect and share information. Meeting via video, however, is arguably the best way to collaborate, build relationships, create momentum and build morale. Face-to-face collaboration may not always be needed, but companies will want to make sure they have the best tools in place for when it is.

When done right, online meetings enhance team collaboration in several ways. Consider the most basic of them all: a good part of communication is non-verbal. Being able to observe team members’ body language can help prevent miscommunication and connect across languages and cultures. The technology has also evolved to the point where teams can flexibly share data, documents and other project details via screen sharing or virtual whiteboards. All the while, there’s the opportunity to initiate private chat sessions between team members to discuss simultaneously.

The bottom line: online meetings enable authentic human interaction that delivers real value, time and cost savings, and better business outcomes.

Now, imagine being able to quickly implement an easy-to-use, cost-effective service that skips the capital investment and technical hassle of a traditional video solution. This is exactly what Avaya Equinox Meetings Online offers: a cloud-delivered application that allows users—both employees and outside contacts—to connect with their browsers (no plug-ins required) or mobile apps to effortlessly initiate and/or participate in online meetings. The service places priority back on people, which is where it belongs. Simple as that.

Don’t believe us? Read Nemertes Q4 2017 Enterprise Business Value Matrix for Unified Communications and Collaboration to see what they had to say. If you like what you see, or if you have any questions, please feel free to reach out to our team for more information via our webchat.

The Easy Button for IoT

I am sure that I don’t have to tell you how the Internet of Things (IoT) is revolutionizing our world. Stop by any electronics retailer and you will find smart TVs, smart lights, smart refrigerators, and smart thermostats. Open up the brochure for a new car and you will find more space dedicated to intelligent sensors than horsepower. Tour a modern manufacturing plant and you will quickly discover that nearly every machine used in production has been equipped with an IP address. From the consumer to the enterprise, IoT is the driving force of innovation.

Of course, there is a dark side to this revolutionary technology: It’s not all that easy. As a consumer, it’s not a big deal to have one smart dryer that sends a text message when your clothes are dry. It’s also pretty simple to have your refrigerator email you a photo of its contents. In these cases, it’s just you and your machine.

However, what if you had a thousand dryers and ten thousand refrigerators. Let’s take it further. What if you were American Airlines and your fleet of airplanes had five hundred thousand different sensors reporting information every second. Now, imagine that some devices reported data using Bluetooth while others used Zigbee, WiMAX, LTE, WiFi, and NFC. Want to make it even more challenging? These different sensors report data reading using SOAP, REST, WebSockets, and a myriad of proprietary protocols. It quickly becomes an engineering nightmare to collect, store, and take the appropriate actions on this constant stream of data.

One Bite at a Time

Question. How do you eat an elephant? Answer. One bite at a time.

As with an elephant, the best way to conquer the IoT problem is to break it down into bite-sized pieces. Instead of trying to directly deal with all those different sensors and their unique forms of communication, have those sensors talk to gateways that understand multiple IoT dialects. Those gateways could then normalize the data before sending it off to a central cloud repository. Next, wrap the IoT cloud with web services that allow for a consistent and uniform way to access IoT data. Finally, use those web services to create a suite of applications for data visualization, event processing, analytics, etc.

Now, instead of being inundated with terabytes of data that may or may not be important, you only see what you need to see and only when you need to see it. You also have a scalable platform that allows you to add new sensors without having to constantly redesign and redeploy your business applications.

At Arrow Systems Integration (ASI), an Avaya A.I.Connect partner, we call this distributed architecture of sensors, gateways, and cloud services Arrow Connect™.

Arrow Connect

Arrow Connect is a software architecture that connects any device over any protocol to any cloud. Designed and developed by Arrow with security, scale, flexibility, device management, multi-tenancy, hierarchy, open APIs, and extensibility as its core principles, Arrow Connect is helping customers across multiple industries bring their products to market faster.

The Arrow Connect software development kit (SDK) helps enterprises leverage the full capabilities of any device while an extensible software gateway allows developers to add support for protocols and sensors not currently supported by Arrow Connect.

The Arrow Connect cloud platform enables secure provisioning and management of all its devices. It runs on multiple public cloud platforms and seamlessly integrates with Microsoft Azure, IBM Watson Bluemix/Softlayer, Amazon Web Services, and private data center solutions.

Breeze and Zang Workflows

While support for RESTful web services is essential to being an open and secure cloud solution, this comes with a price and that price is complexity. Despite being an open standard understood by most software developers, the fact that you must be a developer to use web services confines them to a very select group of people.

In our quest to find every possible way to simplify IoT, ASI has partnered with Avaya to add support for Arrow Connect IoT devices, sensors, and gateways into Avaya Breeze and the Zang Workflow Designer. With both of these platforms, access to IoT data and Arrow Connect services becomes as simple as drag and drop and non-developers can create powerful IoT solutions in a matter of minutes. Better still, this simplification does not come at the cost of accuracy, reliability, speed, security, or scalability. The visual tasks embedded in these workflow tools employ the same Arrow Connect web services a skilled software developer would use. The difference is that there is no need to learn Java, .Net, Python, or any other programming language.

 

The Easy Button for IoT

With integrated workflow technology, you can quickly turn an idea on a whiteboard into a fully functional and easily deployable solution.

Next Steps

McKinsey recently said that “Any business that fails to invest heavily in the IoT in the next 10 years is unlikely to be able to remain competitive.” While these may seem like strong words, industry after industry has taken them to heart and the IoT revolution is everywhere. As I stated at the beginning of this article, IoT is becoming pervasive for both consumers and businesses.

The simplification, scalability, and security of IoT offered by Avaya and Arrow Systems Integration helps an enterprise to create the solutions it needs to enhance its business, grow its customer base, and stay competitive.

Andrew Prokop is the Director of Emerging Technologies at Arrow Systems Integration. Andrew is an active blogger and his widely-read blog, SIP Adventures, discusses every imaginable topic in the world of unified communications. Follow Andrew on Twitter at @ajprokop, and read his blog, SIP Adventures.