Importantly, this type of knowledge base for the omnichannel era needs to be much more than a data repository that can be queried. It needs to be a CX-focused knowledge pool that elevates information relevant to key CX interaction processes in the right format and message for that medium. This platform also needs to be able to integrate with data from other systems, as well as with information streams from technologies like chatbots, artificial intelligence (AI) driven apps, and smart, Internet-connected devices. 

Other capabilities that should be part of the CX knowledge foundation are the ability to curate content centrally, and the ability to orchestrate information across touchpoints and channels.

Content for the omnichannel world often needs to be “curated” or tailored to fit each mode of interaction, even if the variations seem small. For example, a person speaking to a human agent about what to expect from the day’s weather might be advised, “you better take an umbrella today.” By contrast, an Alexa device might respond to the weather question with the reply “there is a 70 percent chance of rain today, it might be a good idea to take an umbrella.” A customer interacting with a chatbot might need to engage the bot with a natural language question, like “should I bring an umbrella today?”

The point is that, depending on the CX touchpoint, core information often needs to be tailored and presented in slightly different ways. Workflow and orchestration capabilities ensure this “purpose fit” content gets updated, reviewed, and routed as needed.

As stated earlier, establishing a single source of truth is the goal with omnichannel customer interactions. To support this goal, you want a foundation in which you establish core information once but have tools that let you easily refine content presentation in a way that is purpose-fit to each CX touchpoint. These foundational capabilities will contribute to a seamless CX across channels.

End goals

The ultimate goal is to be give customers a great experience on any device or in any channel. Consider how Amazon has captured a leadership position by selling, interacting with, and servicing customers across any device in a consistent, reliable way, whether the point of interaction is an Echo device, the Amazon website on a PC, or tablet running its app. Amazon does many things consistently, from the way it hits delivery commitments to the look of its packaging, but the company is also excelling at presenting content effectively across devices.

In short, CX can be improved by a combination of best practices and technology application. To get there, brands need to focus on providing a consistent experience across channels, devices and points of interaction, ensuring that each interaction exceeds customer expectations.