What is Omnichannel Customer Experience and Why Should You Do It?
What is Omnichannel Customer Experience and Why Should You Do It?
The key to a successful business is always satisfying your customers, and Omnichannel plays a pivotal role in building good customer relationship.
Before reaching the decision-making stage about making a purchase, a consumer conducts a lot of research. They try to learn about the product through various channels like Google searches, social media handles, videos, in-store experience, etc. It has been found that business organizations have benefitted from the omnichannel user experience as customers who interact via various platforms with a company allegedly pay more.
What is Omnichannel User Experience?
Business organizations that create omnichannel user services interact with their customers across different networks including social media, mobile apps, chatbots, as part of one cohesive consumer journey. They use a multi-channel approach to connect sales, marketing, and customer service channels. In a nutshell, the omnichannel strategy encourages consumers to begin their journey with a certain brand on one channel and continue it seamlessly on the channels.
Multichannel vs Omnichannel Experience
Though many business organizations use multiple channels in their sales processes, the experience is very much different from that of an omnichannel.
Both multichannel and omnichannel strategies involve marketing across online and offline channels to consumers. However, the main difference lies in the experience of the clients on these platforms.
A multichannel retailer may have his/her own business website, social media presence, or a physical shop. However, these multi-channels are mostly separated from each other. In short, a consumer may like a product on the website but may not get hold of it when he/she visits the store which leads to a dissatisfactory customer experience.
On the other hand, an omnichannel strategy aligns different platforms to deliver seamless consumer service and shopping experience. A consumer may search for a product from a certain brand using a mobile app and may get reviews of it using the social media handles of the brand. In order to search for the products, a prospective customer can use the mobile app and for making a payment for a certain product, they can use online payment gateways. Further, the consumer may seek assistance from any employee of the concerned brand physically or virtually in case of any doubts.
Omnichannel customer experience is also an important asset in customer support. If a customer makes any call in the past, the conversation is automatically archived. When required, one can find a real-time record of the past interaction through the digital channel that has been used at that point of time.
In the long run, the omnichannel user experience eases out the buyer journey. It boosts the efficiency of customer service personnel as well as helps in improving customer retention and brand loyalty.
Benefits of Omnichannel Customer Experience
The following points prove how businesses can benefit from Omnichannel strategy:
Optimizing the Potential of the Channels
One of the biggest advantages of providing an omnichannel service to consumers is the fact that it empowers people to personalize their own service. The consumer has the ability to access the products, services, and support solutions on request.
For service, promotions, and sales departments, looking at a website or app to offer background during a phone call may help deliver a customized consumer experience. In the retail world, these scenarios are quite often. A customer visits the physical shop mostly to pick up a product he/she has ordered online. Instead of letting the customer service agent manually look up the customer’s records, the customer may display the order number to the agent and greatly speed up the whole procedure.
Provides a Combination of Online, Offline, and Physical Worlds
Consumers can enter a retail store or restaurant and take advantage of the mobile app for assistance with support, coupons, contact details, rewards, and payments. Agents may make use of the CRM tools on their devices when talking to a client over the phone, in person, or in a live chat to provide valuable information about themselves.
Combining the online, offline, and physical worlds, is indeed a great way business organizations can use to improve the customer experience with omnichannel marketing. When talking to an employee in the shop, a customer can either bring the phone in, or the employee can use a smartphone to check for a product when talking to the customer. This is a special situation for organizations that adopt omnichannel strategies since no other approach requires agents and clients to access several platforms concurrently.
Helps in Retaining Loyal Customers
The easier it is for customers to use several channels together to satisfy their own unique demands, the more likely they are to visit your company or buy products of your brand again due to the omnichannel experience being delivered. It is common knowledge that organizations that are able to convince consumers to provide them with their needs and make them come back again, spend a lesser amount than others that have to think about outreach continuously.
Omnichannel provides the customer with personalized experiences by allowing them to choose the channels they want to use for interacting with the business owners. If a customer is not allowed to enter a shop to inquire about a product with their phone out and app open, and they have the knowledge that they can go somewhere else and pay a little bit extra for a better experience, they are likely to spend that extra amount of money.
No Channels are Ignored
A multichannel approach simply provides clients with several ways to access an organization, but those channels are unable to function and integrate with each other. This also opens up the possibility of neglecting either the mobile app, text, messages on social handles, email, or some other medium, which can adversely affect the experience of the customer.
On the other hand, Omnichannel pays equal attention to all the channels. Business organizations following this strategy ensure that someone attending the customer queries and demands on every channel to make sure that it is optimized to its fullest potential. Customers should feel free to shop around as well as interact with the store-keeper. Often some big brands ensure their workers can either order a product for their customer, assist him/her in a problem, or arrange a meeting if the problem is essential.
Related: 4 Reasons Why Companies Should Invest More in Digital Marketing After COVID-19
Different Channels Enable in Diversifying the Target Audience
With the implementation of different channels, you can reach out to numerous leads, prospects, and clients that communicate only on those channels. Smoother transitions between text, chat, and email platforms, help in combing the audience.
The Closing Lines
The omnichannel experience plays a pivotal role in today’s trust economy. Customers are in control of power. It is the customers to dominate the companies instead of the other way round. With the advent of this new dynamic, Omnichannel comes into play that personalizes the customer experience thereby prioritizing customer satisfaction.
Customized customer experience is highly beneficial for larger businesses that do not have time to communicate with every single customer on a one-to-one basis. Omnichannel enables customers to optimize their experience by collaborating various channels that are already in existence. With the improvement in the buying experience, customers become loyal, which eventually inspires them to promote your brand to friends, family, and social media, thereby bringing huge profit for your business.