Omni-channel is a marketing strategy that creates valuable experiences between a company or business and its customers.
Today, customers have an unprecedented number of ways to engage with companies. They can choose between traditional channels or an ever-increasing range of digital modes.
The beginning of omnichannel.
Many organizations have invested in digital channels in order to replace traditional modes of engagement. Companies make this decision because, increasingly, customers are becoming tech-savvy and more inclined to digital channels.
The shift from using traditional channels to digital channels significantly reduces the need for investment in people who have direct contact with the customer. This shift translates into significant cost savings for companies and many of them expected to save more than 40% by reducing direct customer contacts.
However, the opposite effect often occurs. Direct customer interactions increase rather than decrease, despite significant efforts and resources, and an omni-channel strategy is needed to cope with all interactions.
Why base your strategy on omnichannel?
Companies that want to keep pace with industry leaders must embark on a transformation based on omnichannel.
Omnichannel is based on the idea that a company doesn’t just have to consider touchpoints in isolation; it has to consider all touchpoints in the customer journey together. You can see examples of touchpoints on the blog of marketing automation company Hubspot.
The use of platforms as a key aid in the omnichannel strategy.
Incorporating customer experience management software like Allswers is a critical element in this journey to be able to see all interactions and what their experience is like at every single point.
Customer journeys are not simple and linear; there are a number of handoffs between traditional and digital channels that can vary significantly depending on the type of customer.
An effective customer experience strategy requires a deep understanding of what customers really want and how they want it. The use of customer experience software helps to make the key decisions to understand and improve the experience in companies.
As we can read in the Salesfore blog, achieving omnichannel depends on integration and branding at customer touchpoints.
Designing an omnichannel-based strategy.
To design an omnichannel experience companies must follow a sequential process composed of all the touchpoints that make up the end-to-end customer journey. While companies may be tempted to focus on optimizing individual touchpoints, this can lead to inconsistencies in customer service.
To keep all touch points in mind and avoid focusing on individual touch points, it is important to draw a customer journey map, which will help you understand how to meet new customer needs.
If you want to go deeper into the subject and know the keys and tips to create a good customer experience map or customer journey we leave you a post where we discuss the topic in depth.
First you must analyze the points of contact that the company has with the customer and see their interactions to know how was their satisfaction and if they worked correctly or not as we show in the following image:
Then, the next step is to go deeper into each channel, and not only to see the interactions, but to know how they behaved, why they went there, what they felt or what barriers or inconveniences they had in all of them. This way you will be able to see what are the motivations of your customers, their needs and all their critical points as shown in the following image:
Customer expectations in their customer journey are summarized as:
- Speed and flexibility, defined as minimum processing time, responsiveness and service based on customer needs.
- Reliability and transparency, which includes proactive disclosure and communication. An example is when customers are dissatisfied because they receive quick responses but little information about problems. To reinvert this situation, customers need longer wait times, but with regular updates and where they are fully aware of why problems were taking longer to resolve.
- Interaction and attention, which consists of personalized attention, empathy and simplicity and clarity.
- Dissatisfaction closure. Instant treatment of dissatisfactions that have arisen throughout the customer’s travels.
Finally, we cannot ignore the need to measure, measure and measure. Having defined customer experience metrics that allow us to know if we are improving and we are on the right track and for this customer experience software facilitates this task as Allswers.
That said, not all customer expectations fall into predictable categories. Organizations must gather direct, up-to-date information from customers to understand what matters most to them.
Furthermore, not all of the above factors contribute equally to the overall experience, so it is critical to focus on the factors or combination of factors that matter most.