Business school professor Pablo Foncillas addresses the Holy Grail of the commercial world: “omnichannel”. A "fashionable" concept that consists of customers being able to buy products and services in the same way from the web, the telephone, the physical store, email and mobile.
It is about, explains the popularizer in innovation, "to integrate the on with the off". The business opportunity in e-commerce has grown even more after the pandemic, according to statistics. The problem? Sometimes making an app available to customers does not quite translate into the expected sales volume.
The solution, explains the management expert, involves making use of a "secret ingredient" that will make omnichannel work better: voice, because "the physical environment and that of the bytes must be covered with voice from an area of Customer Support". The reason is that it is common for the consumer to want to interact with a living being to manage an incident, a problem or ask a question.
In this sense, Foncillas recommends that this customer service be specialized and centralized to identify problems faster and seek solutions that benefit the entire system.
