Customers today have become increasingly accustomed to unified, consistent experiences across various channels. They can begin the contact with your brand on one channel and end it at another.
And if they get an inferior or inconsistent experience on one channel in comparison to other they may move to your competition. So, it is more important than ever for organizations across industries to take an omni-channel approach to engage savvy customers across proliferating channels.
This means you will have to provide a connected and efficient experience to your customers with the freedom to move seamlessly across channels and touchpoints.
The concept is easy to understand, but how do you go about creating and executing that strategy? Let’s talk about how you can follow the omni-channel best practices to stay on track on your organization’s digital transformation journey.
You can begin by analyzing your customer base and identifying their needs and habits to prioritize the right opportunities. Understand where you can offer value and what mix of channels is required to deliver it.
This constitutes your main objectives which in turn will form the backbone of your strategy. Some key objectives you can consider for omni-channel are:
You may also think of your biggest challenges. Do you have the same amount of traffic on your website, but still the sales are dropping? To fix this issue you may need to drive engagement.
Are you getting numerous complaints on your products, about which you have never heard before? Then you may need to improvise your products as per the evolving customer needs.
You should pay attention to both internal as well as external channels and how they can be used to your advantage.
Begin by analyzing the user behavior to know how they use desktop, mobile, social media, apps and other platforms.
Then perform an in-depth analysis to measure the user frequency, time of use, bounce rates, user paths, user profiles, referral sources, etc. This will enable you to understand how different audiences navigate through your brand’s online presence.
These figures will help you identify if your customers will stay loyal to your brand and will continue making purchases from you.
Also, consider how your organization communicates internally and which processes have to be refined to avert complications and redundancies.
According to a marketing report, high performing marketing teams were 8.8 times more likely to use customer journey strategy and 73% of the teams reported that it improved customer engagement.
The customer journey strategy development begins with mapping the steps your customers takes on the route to purchase. For example, your customer’s journeys may include mobile search, in-person customer service, laptop purchases, app downloads and more, which all empower consumers to find what they need.
The mapping process may be complex as customers engage across multiple touchpoints and increasing use of mobile and social media has also multiplied the frequency and number of contacts during a typical journey.
To better understand consumer interactions and bridge the gap between the channels and devices, you can apply analytics to customer journey map. This will help your organization to offer a unified customer experience.
So, by building a clear roadmap your brand can continue to adapt to the technological and social circumstances at all times.
A consistency across your brand image and message ensures an augmented sense of familiarity and relationship with the brand. To successfully implement omni-channel marketing strategy all your internal departments should be aligned from a creative and messaging perspective.
Also, you need to create a seamless experience for the customers; an experience that allows them to jump from one platform to another and receive the same information while making a purchase. No one would like to start their shopping progress all over again when they change devices or if they are not able to find what they are looking for due to dramatically changing layouts.
More and more people are increasingly using messaging to communicate with businesses. Facebook has confirmed that more than 2 billion messages are sent between people and businesses each month.
Instead of calling customer care department, audiences are using messaging applications to interact with representatives to get their queries answered or place order for their products or services.
The key reasons for this trend are:
Just release your chatbot or messaging bot and let your customers choose which channel they want to use. They will not only provide you an additional platform of communication but will also help you provide exceptional customer experiences.
You will have to upgrade your existing infrastructure and leverage the following technologies:
By creating interactive experiences amongst your customers, partners, digital employees you can boost your services and customize them to the individual needs and preferences.
You can use new technologies such as AR, VR, IoT, Voice Recognition, etc. to create customized experiences to your customers across the communication channels.
To reap the rich rewards of your omni-channel digital transformation strategy, your organization has to be committed to it. The afore-mentioned best practices will help you drive brand loyalty and achieve more efficient management of operations.
These strategies will help your team to be better organized and up to date with the newest technological innovations to emerge as a leader in the industry.
Conneqt Business Solutions helps clients in diverse industries BFSI, Retail and eCommerce, Automotive and Manufacturing, Public Services, Emerging, and Telecom and Media to optimize costs and connect with the digital consumers.
The combination or our deep industry knowledge, and technology paired with outsourcing experience, helps us bring the right solutions and resources to enable our clients to improve operations, unlock profitable growth and achieve high performance.
We offer seamless omni-channel services and highly customized digital transformation solutions enabling our clients to communicate with our customers in a unified and consistent voice across touchpoints. Conneqt leverages the cutting-edge technology to help enterprises support their customers through mobile, voice, chat, social media, IVR, Text, koisk, email, agency, and video. This approach helps our clients gain 360 degree view of their customer interactions to help them serve better across different channels.