| | November 20158CIOReviewopinionin myIntegration Enables Omni-channel Experiences By Bill Dyer, CTO & Head of Strategy, Alcatel-Lucent MotiveThe buzz in customer care these days is about omni-channel experiences. With so many points of contact now available between customers and suppliers, every industry sector is looking for more effective ways to create a single, uniform, cross-channel experience that meets customer expectations. The key to success is integration.Why is the omni-channel experience important?Social media, mobile devices, and the anywhere, anytime, and any device capabilities of mobile networks have changed the expectations of connected consumers. With the whole world a few clicks away, today's consumers research, shop, and connect with suppliers of everything from body soap to telecom services--whenever the need strikes them, wherever they are, and with whichever device is at hand.This is even truer for millennials, the largest generation of consumers today. Numbering 80 million in the U.S., research shows that 87 percent of this group of consumers have between two and three tech devices at hand, 50 percent are more likely to research a product online, and 43 percent are likely to purchase online.These consumers want connected experiences that are richer and more integrated. They want services that adapt to them, rather than services to which they must adapt. And they have less tolerance for complicated or unconnected processes that interrupt the flow of their research, purchasing, and support needs.Interruptions create frustrationBut, like most consumers, millennials have tried to complete a task, such as troubleshooting a technical problem, only to be interrupted in the process, either by another task or by a glitch. When they return to complete the process, the session would have expired and they need to start from scratch, or they try calling a 1-800 number and have to repeat all of the information that they have entered online to an agent. An omni-channel customer experience eliminates this frustrating and repetitive process. It keeps customers connected via a variety of channels and allows them to pick up where they left off on one channel and continue the conversation on another. With an omni-channel process, consumers no longer have to be restricted to contacting a help desk or support service via a specific channel. They can connect however they want, wherever they are, on any device, and continue a seamless Bill Dyer
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