How to Apply Omnichannel Strategy in a Digital Sales Model

The challenge of capturing the attention of potential customers is growing, and the purchasing preferences of new customers—driven by increasing digital trends—require companies to explore new channels that expand market reach in a cost-effective way.

In this context, we supported one of the largest insurance companies in the country in transforming its sales strategies and channels, leveraging new technological tools ranging from process automation and digitalization to integrating them into the contact center, incorporating omnichannel platforms, and implementing Artificial Intelligence to achieve the defined commercial objectives.

We decided to apply a digital transformation process supported by cutting-edge technology not only to increase contact center sales, but also to enhance service and follow-up, allowing us to increase effective contact, improve SLA, and boost conversion rates by adopting digital technologies such as SMS, chat, self-service, social media, landing pages, Artificial Intelligence, and other emerging digital channels.

Omnichannel Strategy in Contact Center Sales

The strategy that addressed the challenges mentioned above consisted of integrating various digital channels into traditional voice-based sales services (inbound and outbound), such as social media, email, landing pages, among others—so that prospects could reach the company through the channel and at the time of their choice, all managed through a unified console that ensured service quality, automated contact strategies with customer profiling, and integrated payment systems powered by Artificial Intelligence.

The design involved integrating multiple channels, media, and systems into the sales process to ensure contact through the most effective channel based on customer profile, reaching all potential customers within minutes, providing follow-up, and adjusting the offer throughout the customer journey to secure the sale. This required the following components:

1. Integration of the contact center with the client’s digital channels: Social Media, Landing Pages, Email, Service Now, SMS, WhatsApp, among others, to reduce contact time and capitalize on hot leads.
2. Increased effective contact through a digital outreach model that achieves broader coverage at lower cost.
3. Automation of the campaign playbook so that the contact strategy is executed without human intervention, increasing base penetration.
4. Implementation of Speech & Text Analytics focused on the voice of the customer to profile interactions, considering customer objections and replicating best practices.
5. Real-time measurement of KPIs to improve strategy quality and efficiency.
6. Automation of the assisted payment model through transactional IVR and Artificial Intelligence, which receives, translates, and secures payment data, generating a secure payment code for the customer.
   
   

Project Implementation and Development

The project covered the following points:

1. We integrated digital channels into a technology-driven strategy managed through a single console to improve first-touch contact service levels, increase penetration, ensure experience quality, and enable action throughout the customer journey.
2. We automated a dynamic strategy for business contact rules, eliminating human intervention and leveraging intelligence and analytics for customer profiling, which allowed us to increase effective contact and sales placement by 30% annually.
3. We configured the Speech & Text Analytics tool as an intelligent system that continuously feeds the digital strategy by analyzing customer objections alongside the most effective sales arguments, differentiating between sales and non-sales by product, company, process, and agent, and analyzing brand perception among customers.
4. We implemented and interconnected a BI platform with the aforementioned systems, digital channels, automated playbooks, and Speech & Text Analytics results. This enabled real-time analysis of each KPI, helping us understand customer profiles, products, service levels, contact rates, conversion, and sales through the evolutionary analysis of each element to calibrate actions and strategies.

Results

The implementation of this transformation plan significantly benefited our clients for the following reasons:

• The end-customer experience improved through the diversification of digital channels, allowing a customer to start communication through one channel and complete the sale through another. For example, starting with a quote on a landing page where they leave their number to be contacted “almost immediately” by an agent via their preferred channel—without needing to repeat their inquiry or re-enter data already provided via chat, landing page, WhatsApp, or other means.
• By using a contact solution that integrates marketing and omnichannel sales processes, we improved SLA by contacting hot leads within a short sales cycle—usually under five minutes. Agents also have access to the full lead history and profile data, enabling more targeted commercial engagement.
• Through the implementation of Speech Analytics, we gained deeper customer insights and supported the contact center sales team by reinforcing key areas such as:
  1. Agent preparation to fully understand the product and anticipate potential buyer questions.
  2. Objection handling based on customer history and profiling, replicating best practices and eliminating low-performing approaches.
  3. Strategic insights into product, promotions, competition, and service to tailor offers and solutions.

As a result of these actions, the client’s brand perception among end users improved by 36 percentage points, driven by direct action on competitive analysis and key reasons for non-sales.

We are convinced that to evolve in business lines such as contact center sales, it is necessary to transform the traditional model. Therefore, applying and adopting technology to benefit our clients—and their customers—is our obsession.

Based on transforming the traditional sales model into an omnichannel contact center, and applying existing technologies such as automation of key operational processes, using business intelligence (BI) with the necessary indicators to measure productivity and quality in real time, and implementing Speech & Text Analytics to profile and understand customers, we enabled agents to optimize objection handling, build connection and empathy with customer needs. This allowed us to support traditional commercial efforts and position our clients’ products and services, becoming their go-to strategic partner. We have the capability to guide prospects from acquisition points and convert them into customers, turning visits into real business opportunities within minutes. Thanks to these results, we are building customer loyalty.

We believe that a large part of the success of a sales strategy and a business partner lies in adaptability and the ability to deliver tailored results. While staying up to date and incorporating new technologies is important, we also believe that a disruptive strategy involves identifying even obsolete technologies that remain functional and relevant to the strategy being developed and the objectives being pursued.

Analyzing the entire environment is key to developing the right strategy—identifying the customer journey and improving their experience. In this particular case, the approach was to centralize all customer contacts and expressions of interest into a single console, benefiting the user by eliminating the need to repeat their service request and enabling the sales team to convert leads more effectively by having complete visibility into customer interests and acting accordingly in real time.

Convinced of the benefits of technology, we have focused on driving transformation projects to help our clients reach a higher level of competitiveness, becoming strategic allies in strengthening brand image and evolving the sales force through cutting-edge technological solutions that empower organizations to compete effectively in an increasingly digital world.

This project is relevant because digitalizing sales channels or undergoing digital transformation is simply a response to changing customer preferences. True digital transformation is based on a shift in culture, technology, and processes. This paradigm shift helps organizations keep pace with emerging customer demands, ensuring business continuity and future readiness, and enabling them to compete more effectively in a constantly evolving economic landscape driven by technological advancement. Therefore, it is a process every organization should embrace.