Robert Deignan the CEO and co-founder of ATS Digital Services, the company aiming to provide solutions to a variety of digital and technological problems. He has held a previous post as the executive vice president at iS3, a firm offering security software, tech support, custom programming, and Saas online solutions. He graduated in 1995 from the University of Pardue with a Business Management degree.
He provides clarity into omnichannel strategy in a recent interview explaining how they are not about visibility in every available platform, but continuous transversion of all channels. The omnichannel strategy should still be useful regardless of the number of podiums a particular company has available at their disposal. It is the messaging, the positioning, and close alignment of the experience to the channels that are important.
Robert Deignan explains the difficulties that may arise in getting everything right through the customer service voice platforms. Contrary to experience with web pages, support calls show dynamism, and this creates inconsistency across agents. It is here that ATS Digital Solutions provides tech support to businesses by delivering few digital and voice channels. Closely aligning the information passed on through calls, to the experience of browsing their websites.
He further points out the importance of omnichannel in creating the comfort of familiarity in use of either channel. An effort is made to brand a product through continuous messaging, visual recognition aids, and tones with the aim of raising familiarity at a faster rate. The experience has to be consistent depending on which channel the customer chooses to visit, increasing the chances of them buying your products.
Robert Deignan states that customer experiences improve by continuously communicating the company’s values efficiently, therefore eliminating confusion. Customers have a history of seeking to understand the value first before they purchase the product. Customer experience has become a critical issue with more information available to modern customers, and higher competition.
Customer expectations keep on changing, and with continuity in mind, an effective omnichannel strategy should transcend digital and non-digital customer support channels. This measure differentiates efficiency of different companies making it easier for customers to move from digital channels to voice channels. Omnichannel strategies are more than a trend, they improve customer experiences, and differentiate companies in a competitive market.