Omni-channel measurement allows organisations to capture feedback and assess every interaction or touchpoint. Traditionally, businesses limit themselves to capturing customer feedback and engaging with customers through just a few channels, but with omni-channel feedback, organisations can gain a deeper and more holistic understanding at every stage of their customer journey.
Omni-channel customer experience technology allows organisations to engage with customers through every channel, oftentimes providing the ability to link customer, market and employee data together.
Why omni-channel feedback is critical
Many organisations rely on one or two channels to measure and optimise their interactions with customers, which limits the accuracy and depth of customer insights. Without an omni-channel feedback tool, customer experience and voice of the customer programs offer incomplete information about customer preference, behaviour, and satisfaction.
Additionally, leading brands and organisations want to collect customer feedback everywhere their customers are so they can create a more seamless customer experience. In order to identify which channels your customers use to interact with your brand, you'll want to perform customer journey mapping to help you identify the best channels and methods for reaching customers and influencing their experience.
Customers can view their conversations and feedback moments as part of a larger, continuous relationship. From a customer's perspective, feedback they give at any point in their experience should be seen as part of a longer and more complete conversation with the brand.
Direct, indirect, and inferred feedback
There are three primary types of customer feedback channels: direct, indirect and inferred. Direct channels are methods used by companies to proactively seek customer feedback. Indirect channels are methods of collecting feedback initiated by sources outside of a company's control. Inferred feedback refers to data that can give insight into your company's customer experience. We've included descriptions of each customer feedback method below.