Daniel Michaeli

At SaleMove, we’ve worked with hundreds of organizations over the years to improve their Customer Experience, and we’ve used that information to define important words, phrases, and concepts within the CX field. This post focuses on “Customer Engagement”, one of the two pillars of CX (the other being “Customer Information”.)

Customer Engagement is defined as any interaction between a company and its customers. This exchange can range from filling out an online survey all the way up to a video chat session with a customer service rep. The primary channels for customer engagement are:

When used in tandem, these channels create “Omnichannel Customer Engagement” (OCE).

OCE means that a customer has the option to connect with a business using any communication channel. OCE also implies that the customer can move fluidly between channels. For example, if a customer is browsing a company’s website on their mobile phone, they should be able to make a call straight through website, instead of leaving the site to plug the number into your phone. This way when a customer service rep answers the call, they’re presented with all of the customer’s information and are immediately up to speed on the situation. All of which is done without ever leaving the application, making for a completely seamless customer journey.

Creating true OCE relies on ‘Assisted Experiences’. Assisted Experiences are meant to bridge the gap between online channels (websites, apps and social media) and offline channels (in-person or over the phone). Bridging the online and offline channels creates a seamless, omnichannel customer engagement which can lead to improved customer satisfaction metrics and higher ROI.

For example, if a customer is filling out an online insurance claim and they reach a point of friction, rather than finding the number for the call center, dialing in, waiting to speak to a rep, and then explaining to them over the phone where they are on the site and what they’re struggling with- the operator can proactively reach out to offer assistance and then guide the customer through the remainder of the claim using CoBrowsing.

Assisted Experiences are generated through an Engagement Center (EC), which is essentially a next generation Contact Center. An EC is comprised of a team of people who take assisted channels and use them to create high-touch, personalized engagements for customers. Any Engagement Center utilizes 2 core systems to make these engagement happen: a System of Record (customer info) and a System of Engagement (assisted experiences). Together these systems make that effortless CX possible.

To come full circle, let’s tie everything together:

A company striving to create OCE → Must enable Assisted Experiences → Through an Engagement Center → Powered by a System of Engagement → Resulting in an effortless Customer Journey With companies continuously moving further into the digital space, it is more important than ever for CX initiatives to be a top priority. Businesses must adapt a digital-centric mindset and make sure that their online channels are connected intimately with their offline channels. Having Omnichannel Customer Engagement is quickly becoming a differentiator for Customer Experience, and soon businesses won’t be able to compete without it. Smooth, effortless customer journeys are the future of CX, and this future is powered by Omnichannel.

To learn more about Assisted Experiences and Omnichannel Customer Engagement, click here to check out our full white paper!

How is your organization working with Omnnichannel?

Daniel Michaeli

New York, New York, United States 4K followers 500+ connections

See your mutual connections View mutual connections with Daniel Sign in Welcome back Email or phone Password Show Forgot password? Sign in or New to LinkedIn? Join now or New to LinkedIn? Join now

About

Experience

Glia

-

-

-

-

-

Education

University of Pennsylvania

Languages

Portuguese

-

English

-

Hebrew

-

Spanish

-

View Daniel’s full profile

People also viewed

Jared Kalmanson

Jason Zintak

Paul Sheets

Tejus Korde

Prukalpa ⚡

🚀 John Fernandez

Nathan Meeks

Steve Kaish

Noah Dinkin

AJ Bruno

Robert McIntyre

Dan Cuddy

Sahil Patel

Andrew Lau

Maleka Momand

Scott Kirkland

PARAG RAJPAL

Justin DiPietro

Carlos Paniagua

Jeremy Smith

Explore collaborative articles

Others named Daniel Michaeli in United States

Daniel Michaeli

Daniel Michaeli

Dan Michaeli

Dani Michaeli

Add new skills with these courses

Become a Marketing Entrepreneur

Strategic Planning: Case Studies

Business Development: Strategic Planning (Beta)

New York, New York, United States

4K followers 500+ connections

View mutual connections with Daniel

Welcome back

Email or phone

Password

Forgot password?

or

New to LinkedIn? Join now

or

New to LinkedIn? Join now