Support Smarter

A Guide to Omnichannel Support for Self-Serve Success

Stay ahead with a robust omnichannel support platform. Discover practical steps to integrate your Knowledge Base and ensure seamless customer interactions to maintain stellar support.

River Sloane

Oct 24, 2024 • 10 min read

I recently checked into a plush hotel that offered everything I might need. A good gym, a lovely room, and a great initial experience. Oh, and WhatsApp support.

Ah, as a millennial nothing captures my hotel heart more than offering a chat-based support channel 🥰

I chaotically unpack and make myself at home with a cup of green tea. I had a balcony, so I wanted to make use of it so I could enjoy my brew looking at the autumn leaves up on the hill 🍁

"I think all of us customer support folks fear it when it comes to having multiple customer support channels."

But there was a problem—there was no cushion to sit on. So I gladly used the WhatsApp number and asked them to bring one up.

And waited...and waited...and waited. Nothing after half an hour. By this time my steaming green tea was lukewarm at best.

I dragged my millennial ass to the phone and nervously punched the reception button. A few rings and they picked up. I asked, "Could you answer my WhatsApp message, please?".

Twenty minutes later, the cushions arrived, and I topped up my brew with some more warm water. It's not a big deal, but I think all of us customer support folks fear it when it comes to having multiple customer support channels.

It turned out that the problem was a lack of integration. The chat was marked as read and then totally forgotten about.

But what if it was alongside all the other support, like phone records and emails? This is the promise of omnichannel support.

A place where all your support converges, and you don't miss a thing, including the history you've had with the customer. Let's explore this omnichannel support idea a little more.

What's Omnichannel Support?

The easiest way to understand omnichannel support is to understand the word omni. Derived from the Latin word omnis, omni means "all."

It's used to compound words, so a word like omnipresent would mean always or constantly present.

In this case, omnichannel means all channels. It's a way to describe having all of your support channels in one place.

A handy article from Zendesk explains this concept further:

Omnichannel customer service is a customer experience strategy that creates connected and consistent customer interactions across channels.

Imagine you’re an airline with a chatbot that assists customers like Alex, who wants to book a group flight.

The chatbot informs Alex that agents are unavailable at the moment but will reach out later. To streamline the process, it’s crucial to keep Alex’s conversation history, account details, and contact information organised in one place, preventing any need for Alex to repeat themself.

Now, let's say Alex successfully booked several tickets but still needs to secure a couple more for additional group members who require extra assistance. In this case, Alex sends another email message.

After returning from a refreshing weekend away, you should find Alex’s chatbot conversation and email neatly consolidated under their profile.

Seamless omnichannel support is super important for giving customers a top-notch experience!

Just think about it: being able to pick up a conversation right where you left off, whether you’re chatting, emailing, or on a phone call. It saves time for everyone involved and makes customers feel unique with a personalised touch.

When interactions flow smoothly across different channels, it builds trust and loyalty because customers know they’re valued and understood.

With suitable systems in place, companies and customer support teams can get a complete view of their customers, helping them anticipate needs and offer proactive solutions.

The Role of Knowledge Bases in Omnichannel Support

A Knowledge Base houses authoritative content, whether customer-facing or internal (or both!).

For this reason, having your Knowledge Base content integrated into your omnichannel support tool can make it simple for your support team to triage tickets that don't need so much of a personal touch.

When a chat message, a chatbot message, or an email is sent, the last thing a customer wants is a giant wall of text. Instead, they want a link to an expanded article that will help bring important information to light.

"Instead of having to navigate back to the email or chat history, a support team member can simply search through past interactions. Have they been sent the help article before?"

Having these links sent to the customer is great. But what if you end up sending the same ones over and over again? It sounds annoying, right? Having a conversation history spanning support platforms reduces the chance of this.

Now, let's imagine that Alex from earlier has returned with another question regarding their flight booking. They need to know the baggage allowance for a group booking and medical equipment.

Instead of having to navigate back to the email or chat history, a support team member can simply search through past interactions. Have they been sent the help article before? If not, the support team member can quickly find the relevant Knowledge Base article to share with Alex.

This not only saves time for both the customer and the support team member but also helps ensure consistent and accurate information is provided.

As a customer, there's nothing more frustrating than receiving conflicting information from different support channels. With omnichannel support that integrates with your Knowledge Bases, the chance of this issue cropping up can be significantly reduced 😌

The best part? It benefits your customers and makes life easier for your support team.

Integrating the Sales Process into Omnichannel Support

It's more than support that can benefit from an omnichannel approach. Your sales team can too 💖

There's nothing worse than signing up for a trial, getting in touch with support and speaking about your needs/wants, and then sales hounding you when you're quite happy to speak to your favourite support person.

"By adding sales-specific content, you can create special categories just for your sales team to share with your customers. Using segmentation, your sales reps can quickly direct potential customers to the information they really need without overwhelming them with too many details."

Blending your sales process and platform into an omnichannel support system is smart. Giving potential customers a smooth and engaging experience can keep them feeling valued—as they should.

With your sales and support teams working together seamlessly and guiding customers effortlessly on their buying journey, you'll be sure to provide that extra level of customer experience.

The cherry on top is where a solid Knowledge Base platform comes into play! 🍒

By adding sales-specific content, you can create special categories just for your sales team to share with your customers. Using segmentation, your sales reps can quickly direct potential customers to the information they really need without overwhelming them with too many details.

For instance, if a customer asks about a product's technical specs during a chat, the sales team can link to a Knowledge Base article that’s neatly categorised under sales content instead of bombarding them with data sheets. This way, customers get precise, relevant info without the overload.

These specialised categories do some pretty cool things:

Keep your sales reps equipped with the latest and most accurate content.
Control the info flow so prospects get precisely what they need.
Make the sales process smoother with fewer back-and-forths and more meaningful conversations.

Integrating your sales process this way aligns your company’s messaging and enhances the customer experience. It shows that your team is organised and ready to offer a personalised journey tailored to what customers want—leading to an awesome customer experience! 🎯

Considerations When Choosing an Omnichannel Support Platform

Choosing the right omnichannel support platform is a big deal! It shapes how you connect with your customers in a personal way. Here’s a quick guide to get you started:

🧩 Channel Support: Make sure the platform covers all your go-to channels—WhatsApp, email, chat, and whatever else your support and sales team uses. Having everything in one place means fewer headaches and a smoother customer experience.
📖 Knowledge Base Integration: Look for a platform that quickly connects with your existing Knowledge Base. Quick access to relevant articles helps your team immediately provide accurate and consistent support.
💸 Billing Compatibility: Remember to check if the platform is compatible with your billing tools, such as Stripe, Chargebee, or Aiden. Seamless integration means your support team can easily find billing info without any hassle, making it easy to handle billing questions or refunds. Happy customers = happy you!
🧑‍💻 Customer Data Management: A solid support platform should also keep track of essential customer data like past interactions, marketing emails, and purchase history. This gives you a complete view of your customers, helping you anticipate their needs and personalise your interactions. It’s all about building those lasting relationships!

In a nutshell, the right platform is like glue for your support, sales, and billing processes—it keeps everything connected and makes the customer journey smooth and enjoyable.

So, take your time, weigh your options, and choose wisely! Your customers will thank you.

Practical Steps to Integrate Your Knowledge Base into Your Omnichannel Support

So you've chosen your omnichannel support platform—now it's time to sidecar your Knowledge Base into it 🚗

Integrating your Knowledge Base into your new support system can seem like a daunting challenge, but with a few practical steps, you can make it a seamless part of your customer service strategy:

🕵️ Evaluate Your New Omnichannel Support Tool: Start by poking around the support tool you now use. Identify if they have built-in capabilities to incorporate a Knowledge Base or if you'll need to seek additional integrations. Many modern support platforms offer plugins or APIs, making this process more straightforward (we offer support for a few like Front and Intercom 😏).
📚 Centralise Your Content: Ensure your Knowledge Base material is organised and centralised. This will act as a single source of truth, so consistency in information is maintained across all channels. Regular updates and audits are essential to keep content current and relevant.
✨ Automate the Process: Use automation wherever possible. Set up triggers for your support team to access Knowledge Base articles based on specific customer inquiries, keywords, or phrases. Automated suggestions can help agents quickly find the right information, enhancing speed and accuracy.
🤗 Train Your Support Team: Provide thorough training to your customer support team on using the integrated system. Demonstrate how to pull information efficiently and ensure they understand the importance of maintaining consistent communication across channels.
🔄 Test and Iterate: Before rolling out the integration to your entire support operation, test it with a smaller group of agents or customers. Gather feedback, identify any areas of improvement, and make necessary adjustments. This iterative process will help refine your setup to ensure optimal performance.
🍃 Monitor and Optimize: Regularly review the system’s performance once in full operation. Analyse how often Knowledge Base articles are accessed, support response times, and customer satisfaction scores. Use this data to make informed decisions on further optimisation opportunities.

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By following these steps, you can effectively weave your Knowledge Base into the fabric of your omnichannel support system, creating a more efficient and satisfying experience for everyone involved 🧶

Importance of Regularly Reviewing Your Omnichannel Support Platform

Keeping your omnichannel support platform in top shape is super important for avoiding any bumps that could slow down your customer service. Here are a few tips to keep everything running smoothly:

✅ Regular Reviews: Make it a habit to check your setup. This helps you catch any little gremlins, like adding a new support channel without connecting it to your platform. Forgetting this can lead to scattered communication and leave your team scrambling.
🤸‍♀️ Automate Where Possible: Another common hiccup is adding manual tasks that could be easily addressed with a well-placed Knowledge Base article. Automating responses with existing resources can save countless hours.
⚙️ Proactive Maintenance: Regular check-ups streamline your processes and ensure your customers get the most consistent and up-to-date support experience. Staying proactive lets you tackle issues before they snowball into more significant problems.

In the long run, these practices boost efficiency and help maintain your reputation for stellar customer service. So, keep those reviews coming and watch your operations run like a well-oiled machine!

Very Centralised, Very Demure

Integrating and maintaining an effective omnichannel support platform is more than just gathering all your tools in one spot—it’s about crafting a seamless, customer-focused experience that elevates every interaction.

Here’s a quick recap on how to make it happen:

Choose Your Platform Wisely: Select a support platform that fits your team’s needs and enhances customer experience. Research options and find the right match!
Train Your Team: Thorough training is vital! Make sure everyone knows how to use the tools effectively to provide top-notch support.
Regularly Review Your Setup: Keep things fresh by periodically checking in on your support processes. This ensures your team stays agile and can respond quickly to customer needs.

Remember, happy customers are the lifeblood of your business. With a smooth support system, you’re not just solving problems—you’re building loyal relationships and paving the way for ongoing success!

So, take the time to get it right, and you’ll reap the rewards of satisfied customers and a well-oiled support operation.

And don't leave anyone hanging on WhatsApp, ok? 😉