In most cases, poor omnichannel CX strategy ties back to poor execution to boost customer engagement. Organizations have simply bolted on multichannel support in their contact center operations for new channels like social media, web chat, and SMS. But because these channels are operated in silos, agents do not have access to data on previous customer interactions, which means that what the customers get is far from being a seamless, omnichannel experience.
To deliver a truly omnichannel customer journey, all customer interactions, with all the relevant historical and personal information, must be integrated and made available to agents at every customer touchpoint. Most importantly, companies need to have an effective mechanism to measure and monitor conversations across channels in real time and track customer feedback across the journey for better customer engagement.