26
December
2018

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.

You can fully achieve your organization’s omni-channel goals by having a well-defined strategy in place.

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.

#1. Begin with the big picture

Ask any company about their foremost objective, and the most likely answer would be to increase sales or revenue. Of course, every organization targets for growth, but it’s not the best framework for creating a strategy. 

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:

  1. Create consistent customer experience across touchpoints in terms of messaging and branding
  2. Create seamless customer journeys ensuring continuity in cross-channel engagements
  3. Integrate digital, physical, and mobile sales channels for enhanced buying experiences.

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. 

#2. Drive relentless innovation

To implement omni-channel, orient your organization towards constant innovation. At the same time you need to provide services on different platforms and utilize omni-channel marketing to drive business performance and customer loyalty.

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. 

 

#3. Build your customer journey map

The customer journey includes the various stages of interactions between the customers and your brand. The customer journey has become increasingly omnichannel, with the customers moving between the devices as they search for products or services.

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.

#4. Focus on consistency across channels

According to a study for retail conducted by Harvard Business Review more than 73% of customers use multiple channels during their customer journey. Your business must be diligent in ensuring that the customers receive the same messaging and experience across every channel.

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.

#5. Incorporate messaging in your omni-channel strategy

The key for omni-channel success is that you always need to look for new ways to engage your customers. Chatbots are one of the hottest platforms which can be leveraged as a part of your company’s omni-channel strategy. 

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: 

  • Chatbots are readily available for service and there is no wait time
  • They are conversational interfaces
  • They are available 24X7
  • Can act as gateways to your other channels

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.

#6. Upgrade existing infrastructure

In today’s connected era, your company may be under an intense pressure to increase efficiency, optimize costs and offer next-generation digital services. To stay competitive in terms of costs and to have the desired flexibility to innovate, your business will have to be more sensitive and agile. 

You will have to upgrade your existing infrastructure and leverage the following technologies:

  • Cloud computing: Cloud computing is becoming the key enabler of digital transformation in your organization and the way you engage with your customers. Cloud technology is the new platform for omnichannel and will change the way customers interact with your brand. Cloud can make the entire process of integrating multiple customer touch points easier and more cost effective. It is facilitating Big Data analysis as well. 
  • APIs and services: Application programming interfaces play a crucial role in delivering omni-channel customer experiences as they allow applications to talk to each other and exchange data. Using APIs as building blocks you can snap the services together in the cloud to augment new features in your existing infrastructure. These services and APIs must embody your digital business, which you must present in an integrated and consistent manner across channels.

#7. Promote communication and customization

The greatest challenge faced by most of the industries in the present age of social media, and virtual reality today is to offer customized omni-channel experiences which attract new customers and satisfy existing ones.

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.

Conclusion

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.

Get in touch with us for business driven omni-channel solutions to stay competitive and drive revenue. 



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Santos Jha

Santos is the Business Head for North America operations of Conneqt Business Solutions Limited Inc. CBSL is a joint venture of Tata Sons, a $100B+ group and Quess, a subholding company of Fairfax Canada.Santos is responsible for the development and expansion of Conneqt\'s’ global business in the U
© 2019 Conneqt Business Solutions Limited.
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