The Omni Channel: A New Era of Customer Experience

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MANILA, Philippines, Aug. 18, 2015 /PRNewswire/ -- "The Philippines remained as a hub of the customer experience and contact centers world despite the evolution of the call centers, says Mr. Andrew Milroy, Senior Vice President, ICT Practice Asia Pacific at Frost & Sullivan.

"When Frost & Sullivan first started organizing the customer contact / customer experience events 10 years ago, we started with the focus on call centers, and using sophisticated software to make these call centers more efficient. Later, we moved to contact centers embracing more customer touchpoints such as the web. Today we are talking about something much broader," he added.

In his presentation titled Experience Management – The Key to Growth, Mr. Anthony Bartolo, President, Mobility & Collaboration Services at Tata Communications said that Philippines has the momentum and resources to lead the next generation of customer experience.

He further added that Philippines is likely to play a much larger role in customer experience as the country has some great skillset and history in the customer experience and contact centers industry.

"It goes beyond voice. It is important to make sure you integrate with other channels in the market and the Philippines will be at the top in no time," Mr. Bartolo said at the 2015 Frost & Sullivan Customer Experience Philippines Summit.

Mr. Milroy said that customers are changing, but questioned whether companies are changing fast enough to keep up. "Can companies deliver a holistic, unified customer experience?" he asked.

He said that customers experience today is changing and predicted that the number of live calls will decline, while complexity of phone interactions will increase.

Based on Frost & Sullivan research, Mr. Milroy shared that 32% of customers share their customer service experience through social media - the good and the bad.

He added that 82% of consumers said that they will only buy from businesses that make it easy for them, and one-third of consumers believe convenience is more important than choice. He also said that over 6 in 10 consumers in APAC are willing to pay more to companies that deliver excellent service; more than 40% are willing to pay 20% more. "Clearly, good customer service can help you generate revenues," Mr. Milroy said.

Mr. Peter Quinlan, Vice President, Integrated Business Video Services at Tata Communications said that a continuous and effortless transition between channels will increasingly become a competitive differentiator.

"In fact, it's this frictionless switching between channels that defines the Omni channel experience. However, the industry is still slow to catch up," he added.

Mr. Milroy of Frost & Sullivan said that a mobile first strategy is critical and the future is the omni-channel and predictive analytics.

"Customers today want convenience, comfort, context, consistency and customization," he said, adding that companies are trying very hard to keep pace and looking to adopt technology. "However, they are also being prudent about new investment while trying to get the best out of existing infrastructure/ investments," he noted.

"It's not simply what technology you deploy, how you deploy it is a critical factor to consider too," said Mr. Bartolo of Tata Communications.

Tata Communications is the Diamond Sponsor of the summit while Interactive Intelligence is the Gold Sponsor. The IT and Business Process Association is the Supporting Association. Media Partners included Developing Telecoms, TelcoProfessional and Asia Outlook.

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SOURCE Frost & Sullivan

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