Omni-channel is an interesting concept because it generates two distinctly different views.
The customer will use whichever channel (eg digital, apps, contact-centre, IVR, etc) that they want to use.
The service provider will try to push the customer onto whichever channel suits the service provider best.
The customer will often want to use digital or apps, back-ended by OSS – whether that’s to place an order, make configuration changes, etc. The service provider is happy for the customer to use these low-cost, self-service channels.
But when the customer has a problem, they’ll often try to self-diagnose, then prefer to speak with a person who has the skills to trouble-shoot and work with the back-end systems and processes. Unfortunately, the service provider still tries to push the customer into low-cost, self-service channels. Ooops!
If the customer thinks they have a problem, they do have a problem (even if technically, they don’t).
Omni-channel means giving customers the channels that they want to work via, not the channels the service provider wants them to work via.
Call Volume Reduction (CVR) projects (which can overlap into our OSS) sometimes lose sight of this fact just because the service provider has their heart set on reducing costs.