Ask a hundred retail marketers what they think omnichannel marketing means, in detail, and the answers are liable to range from data-driven details to idealistic vagueness. Whatever the definition, there’s no doubt that many merchants have struggled to wrap their heads around how to make their omnichannel operations more efficient — or at least less cumbersome than they currently are.
Enter OpenSpan Inc., an automation and intelligence solutions firm which announced Monday (Dec. 1) alongside eBay that they had partnered to help the eBay Enterprise deliver a more streamlined approach to omnichannel marketing. Using eBay’s digital “Universal Agent” as a jumping-off point, OpenSpan CEO Eric Musser hopes that they can reduce the tediousness of checking and rechecking multiple platforms for the benefit of eBay’s clients.
“For companies like eBay Enterprise that offer customer experience and contact center outsourcing solutions, OpenSpan can help optimize many different areas of their business,” Musser said in a statement. “The adoption of OpenSpan Automation at eBay Enterprise is an ideal example of how organizations can creatively apply this type of technology to increase performance and deliver differentiated service that brings added value to their clients.”
eBay Enterprise’s Universal Agent model requires their customer service employees to field requests from clients in multiple verticals, and the demand this places on workers sometimes causes wait times and performance to fall outside of optimal levels. However, OpenSpan’s solutions will eliminate the need for each agent to log onto each individual platform, instead routing requests to the appropriate or next available employee as necessary.
“Our goals are to empower our agents to work smarter, make servicing the customer easier and connect our systems and technologies to deliver world-class customer experience for each of our clients,” Robin Gomez, director of operational excellence at eBay Enterprise, said. “OpenSpan Automation enables us to quickly build connectivity across the disparate technologies we use and eliminate many time-consuming manual tasks.”
Whether eBay’s business partners will see much of a change remains to be seen, but the agents at eBay Enterprise are sure to be breathing sighs of relief.
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