21 May 2022
Omnichannel Customer Experience: Strategies and Benefits
We all know an omnichannel approach to modern marketing is essential. You understand how to establish relationships with its customers. You may even know exactly what your clients want. But, do your company’s technologies and operations communicate well enough with one another to provide a consistent omnichannel customer experience?
You’ve probably already worked hard to be there for your customers where they’re most engaged. Perhaps you’ve found your customers on social media or created an engaging website. Or you’ve had actual people answer the phone. However, there’s always a chance that you aren’t covering all the bases. In this blog post, we’ll look at what omnichannel customer experience really means and why it’s essential in today’s landscape.
What exactly is an “omnichannel customer experience”?
Let’s start with the basics. Your customers are everywhere at the same time if you leverage omnichannel marketing. Now let’s consider yourself a customer. Think how many platforms you’ve utilized when interacting with a business today alone. It’s likely a lot more than you believe. So, businesses must establish a strategy that addresses every potential form of customer engagement. That way they can provide a holistic solution for their customers. That is the nature of omnichannel marketing.
An omnichannel customer experience is one in which all your consumer touchpoints (such as your website, social network pages, in-person interactions, and phone conversations) not only exist but also integrate with each other to provide a seamless journey for your current and potential customers.
To meet and interact with potential clients, every business employs a variety of channels. Today, it’s difficult to find a business that doesn’t have a website, social media pages, email address, or phone number. These are all touchpoints or locations where your customers can contact your company. Most organizations are multichannel. It means they have a variety of methods to communicate with clients. This brings us to:
What is the distinction between multichannel and omnichannel marketing and support?
The connection between touchpoints is the key difference between multichannel and omnichannel approaches. If customers switch channels in a multichannel environment, they may not have a consistent experience. They may have several routes through which to contact your company. But those channels may not “speak” to one another. Channels communicate information and collaborate in omnichannel customer service to offer a consistent experience.
Consider a customer who is shopping for a product on a website. The consumer discovers a two-for-one discount on the product they want. But they must sign up to take advantage of the deal. When a customer leaves their full shopping cart to join up for a rewards program, they return to an updated shopping cart after completing the online form in a completely omnichannel customer experience. Their cart is automatically updated with the discount price in the background. So, completing the purchase will be a lot easier for the customer. This is the true nature of an omnichannel approach: connection and interaction between the multi-channel touchpoints.
The key benefits of the omnichannel customer experience
Customer data is king
An omnichannel approach gives you access to customer data across platforms. It allows you to create a truly tailored experience for your customers. Your team most certainly already has the client data needed to personalize your service. But it’s likely scattered across many technologies or managed by different teams. So, it may make clients feel like they’re repeating themselves every time they contact you.
According to 79 percent of customers, individualized customer service is more vital than personalized marketing. When deciding the focal point of your omnichannel strategy, keep your customers’ interests in mind. These are the top three reasons, according to Gladly’s 2020 CX research, why you should invest in an omnichannel approach. Clients want you to know who they’re, what has previously been discussed, and what their purchases are. Start utilizing the right omnichannel strategies and technology to eliminate siloing between your teams. That way, your agents will have access to complete client history. And they’ll be able to pull this information up without putting your customers on hold.
Satisfied and loyal consumers
The advantages of an omnichannel experience are self-evident from the customer’s standpoint. Dealing with a business across many channels is easier, more convenient, and intuitive. The customer isn’t responsible for locating the appropriate person to speak with. Or for remembering and repeating information from past interactions with the company. There are fewer hoops to jump through with omnichannel. And the company handles the job for them. As a result, client loyalty increases. Indeed, according to a Harvard Business Review research, multichannel customers spend more than others. Customers who utilize more than one sales channel pay 4% more in stores and 10% more online.
Getting a clearer picture of the customer experience
An omnichannel experience strategy provides a bird’s-eye perspective of your customer journey. Regardless of how they engage with you. Customers are picking their own paths. They’ll be driven to purchase, or their interest will be waned. Which means the moments of success or failure are becoming increasingly difficult to define. An omnichannel strategy consolidates everything into a single, high-visibility, and trackable system. It allows you to gather data and take action to enhance certain elements of your organization as needed.
Boost agent satisfaction and performance
An omnichannel approach allows agents to have better experiences at work. They even feel more empowered in their jobs. Because they’re working within a system that is based on effective multiple channels. In short, it makes their lives a lot easier. In addition to this, employees can communicate more effectively with management and coworkers. Within an omnichannel work environment, their engagement levels will skyrocket. And they will provide more value for your business.
Creating an omnichannel customer experience helps businesses grow their customer base and attract new ones. As an omnichannel approach is continuously linked, businesses receive constant feedback from customers. That way, businesses can swiftly adapt to customers’ needs. For more information visit our website. You can take a free trial to see how Desk360’s omnichannel strategies can help you grow your businesses.