Omnichannel strategies allow to accompany the customer throughout the entire customer journey with the company. We take a closer look at the most generalized benefits.
Communication makes the difference. Even more so when we talk about a company. Creating a solid relationship between customer and brand is something that should not be neglected. It is the fundamental pillar to obtain a positive ROI.
Occasionally, situations may arise that can hinder this fluid communication: sales volume, target diversity, limited Call Center, among many others.
Therefore, in order to meet customer needs at all times, it is necessary to establish a communication system that guarantees 360° service in terms of sales, follow-up and customer service. We are talking about omnichannel.
What is omnichannel?
The omnichannel strategy consists of taking advantage of communication channels as a means to improve business relationships between customers and potential customers of a given company. The most common ones:
The goal is to create a bigger and better customer experience. Strengthen a relationship and, of course, maintain it over time. To make the customer feel unique and part of the brand. One more. One of them.
How to achieve this? By thinking like consumers and offering them a personalized service and a unique experience in different channels. Let them be the ones who can choose the form of contact, regardless of the objective.
In addition, we must not forget that they not only want to choose the form of contact, but also the time. An omnichannel strategy means being available 24/7/365. Anywhere. In any situation.
Difficult but true. Let's think of a bank. A user goes to an ATM to withdraw money and, unfortunately, the card is blocked.
What will you try to do? Call the entity's phone number to resolve it.
What would happen if the bank did not have a phone or the phone was collapsed? That customer's experience would be negative. It could affect the relationship with the brand.
How does an omnichannel strategy work?
The customer is at the center. The goal is that, regardless of the channel, whether online or offline, the model provides personalized attention and a superlative shopping experience.
Is it the same as multichannel? Not really. They coincide in that the consumer has several communication channels that he can access, but they function autonomously. In omnichannel models, they complement each other.
Everything is interconnected. The customer can contact a company through a contact form on Facebook and, if they later decide to phone, the company will know where they left off. That's omnichannel.
Moreover, in an omnichannel strategy everything is part of a whole, from your website to the after-sales service are governed by the same principles, language and visual identity.
What needs to be considered in an omnichannel strategy?
Broadly speaking, omnichannel integration into a company's culture should include the following parameters.
One of the biggest problems companies face when integrating their omnichannel strategy is data collection. And not so much its storage, but rather its transition into valuable business information.
Data is the oil of the digital era. Therefore, in addition to making good use of it in compliance with the provisions of the Data Protection Act, we must know how to use it.
The omnichannel strategy must guarantee the same sales, service or after-sales experience through all the company's service channels.
The reason? A consumer may contact a brand through a certain channel, but no one can guarantee that they will do so again another time. However, he or she will want his or her impact to be reflected regardless of how that contact is generated.
Therefore, a successful integration of the omnichannel strategy involves implementing easy user identification and ensuring a satisfactory shopping experience.
Keep in mind that not all inquiries are positive. If a customer has been waiting for an order for two weeks, he will want a quick and efficient solution, without wasting time giving a lot of information. Even more so when he has already made an inquiry.
3. Personalization of care
As we said, customers in the digital era are looking for personalized attention. Not just satisfying their demands and needs quickly. That's a given.
This section must be taken care of in detail and involves complying with specific and unified tone and language standards in all channels of the omnichannel strategy.
4. Investment in technology
In the digital era, technology becomes especially important when it comes to integrating an effective omnichannel strategy. Why? Basically, because it will make it possible to automate processes.
Some examples of how companies have automated their processes to improve the customer buying experience is with the implementation of CRM (Customer Relationship Management) software.
Unlike a common database, a CRM is a management software that brings together in the same space large-scale information related to a company's customers.
It can gather a variety of data, from basic user information to a record of contact methods, i.e. how the user has interacted with the company over time. For example, the channels used.
CRM guarantees a correct symbiosis between channels and, in addition, allows to know the needs of customers and potential customers. This is important to define strategies that allow:
- Build a long-term relationship with the customer.
- Increase user satisfaction.
- Increase sales.
- Improve brand positioning.
Advantages of an omnichannel strategy
A successful omnichannel strategy requires an investment in technology and training. An effort that guarantees a positive ROI, since it contributes to improving the user experience and, in turn, the brand's positioning in the market. Let's take a look at some of the most widespread advantages:
Using different channels and different technologies to develop a single conversation with the customer implies an improvement in the company's productivity.
Shared information leads to better processes, more efficiency and more control over the different areas of a company, as well as greater knowledge of its public, individually and as a whole.
2. Improves the brand-user relationship
The conversation between brand and user develops smoothly through the channels that best suit their needs. It is comfortable for them. It makes them feel cared for by the brand, which should also take advantage of each contact to increase the personalization of its offer.
3. Increase of the information collected
Progressively, the company collects information about customers and potential customers. In many cases, this process is automated by means of software that allows the data to be extracted in a non-manual way.
Proof of this is Speech Analytics Experience, from Konecta Group. A module supported by Artificial Intelligence that analyzes user interactions and transforms them into data, allowing you to better understand your customers and offer them what they really need at all times. This allows you to better understand your customers and offer them at all times what they really need. Do you want more information? Go to the official SAE website.