White Papers

Joe Keenan is the executive editor of Total Retail.

As companies increasingly look to provide a better experience for customers, offering support across multiple channels is becoming more popular than ever. According to the Aberdeen Group, companies doubled the number of channels they use to interact with customers between 2012 and 2017. But there’s a difference between providing support on a few channels and delivering a truly integrated omnichannel solution. Using the Zendesk Benchmark, our crowd-sourced index of customer service interactions from 45,000 participating organizations across 140 countries, we examined why companies are going omnichannel and what sets the companies using Zendesk for omnichannel support apart from everyone else.

Even if companies understand that an omnichannel approach performs better in terms of operational metrics and meeting customer expectations, there’s still the question of how to do it. How should companies go about adopting an omnichannel support solution? With data from the Zendesk Benchmark, our index of product usage data from 45,000 Zendesk customers, we put together findings on best practices when it comes to launching new channels, integrating existing channels, and teaming up with the right technology partners.

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