Omnichannel is the practice of connecting different communication channels so they all communicate and share information. This allows a customer to begin a conversation on one of your channels, and have that information shared on all other channels, so you can pick up that same conversation on any of your platforms. The likes of Apple and Microsoft invest millions in the omnichannel experience, so every action someone takes on a channel is met with a follow-up.
By not developing an omnichannel strategy, your communication channels won’t properly share information, leading to poor customer experience for customers contacting you on multiple channels. Being unable to identify the same customer or having them repeat themselves to solve a query, as well as losing valuable leads because data isn’t communicated across channels effectively, are just some of the reasons why an omnichannel strategy should matter to you.
An omnichannel strategy ensures promotions are consistent across your sales channels. Advertising different offers on different channels can confuse and frustrate your customers. If you run a promotional campaign that’s supposed to be available in-store, via your call centre, on your web sites and across your marketplaces, then you’ll want your systems to be capable of communicating this across your whole enterprise. Confusion can arise amongst staff if you do not have an omnichannel strategy as, without a strategy, deals are less likely to be communicated through to sales agents. This can result in staff being left in the dark when a customer rings up about a certain deal, causing friction between the customer and employee.
Implementing an omnichannel strategy will provide the following benefits:
If you’re looking for a place to start with your omnichannel strategy, a key aspect is recording every time a customer completes an action with one of your channels. Whether that’s commenting on a blog post or ringing customer service to enquire about a product, every action is as important as the last. Using a CRM system will allow you to record each of these actions. So, when a customer contacts your customer service team, they can see straight away what other interactions the customer has had with your business, allowing for the consistent and tailored service that every business wants to deliver.