Customer experience is the most vital aspect that needs to be positive in order to be successful in the market. When we discuss customer experience, the term Omni-channel has emerged to be one of the most prominent and irreplaceable buzzwords. However, people are confused in understanding the literal meaning of this terminology.
According to HubSpot’s explanation,
Omni-channel experience is a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.”
The terms integrated and cohesive should be considered as the most critical part of the whole explanation. Another important aspect that should be kept under consideration is that the experience of every customer should be positive regardless of what medium the customer is choosing to develop a link with you.
You might be satisfied with the fact that “your customer is able to buy your product or is getting facilitated from your services through different channels and your marketing team is capable to carry out communication through multiple ways. This means that you have specialized the Omni-channel approach”. Well in such case you should reconsider.
OMNI-CHANNEL VERSUS MULTI-CHANNEL
The concepts of Omni and multi-channel are two different theories and approaches.
The practice of multi-channel is linked with reaching customers in multiple ways. It can be a direct person to person or indirect which involves web as a medium which allows them to reach their customer on various social media platforms or on their phone.
This approach is constructed to unite sales and marketing processes. Despite everything, your major focus should be keeping your customer facilitated through making yourself available on multiple mediums without worrying about the alignment.
However, Omnichannel considers the concept of multi-channel one step advanced. The digital and physical channels are combined to develop a single, cohesive and all-in-one brand. The differences between two distinctive channels become avoidable and they disappear. Examine it as a customer-centric as compare to the other format.
The customer might initiate a conversation with the brand representative through the facility of live chat on their website or any social media platform page. However, if the conversation proceeds to the advanced level, it automatically gets transferred to direct emails and telephonic conversations, maintaining the main purpose of the conversation between the customer and the representative.
Apart from that the feedbacks and the experiences of the customers are kept confidential and safe initially within the company and they are posted on different social media platforms. The representatives who are in contact with the people on different social media platforms are also aware if their customer is visiting a local store or another outlet. The customer record is kept accessible in the Omni-channel system.
The customer is not asked to repeat his statement again during the brand conversation.
This format can also be termed as an experiential marketing campaign. In such system, you are capable of building the whole conversation based on the experience itself.
The vital importance of Omni-Channel Experiences
It was predicted by Gartner in 2014 that by the year 2016, 89% of the organizations will expect to give a tough competition to each other on the basis of their customer experience. However, this prediction was made three years ago. CX is now emerging as a different factor.
When we talk about customer experience without understanding the concept of Omni and multi-channel theory, business leaders are preparing themselves for disappointments.
Considering the fact that Omnichannel must be considered as the main goal of a business entire digital strategy. Apart from everything modern digitalization and digital transformation are the most important element.
Developing a Brand Hub
Keeping an Omnichannel is not possible until the company brand has uniformity. Apart from text messages, voice calls and overall experiences must be considered as a part of a similar conversation.
81 percent of organizations as of now have an online help network in which clients can approach different clients for specialized assistance and investigating.
The online people group that offer versatile and work area encounters, shopping, interpersonal interaction, learning, and even diversion, for example, recreations are turning into the go-to mark goal. Think about that 77 percent of organizations trust that an online network fundamentally improves the brand presentation, mindfulness, and believability.
What Now?
Since you comprehend the distinction between Omni and multichannel encounters, and why they matter, it’s imperative to spread the message inside your association.
You essentially can’t bear to put off embracing these client driven methodologies. Figure out how to fuse them into your present procedures and systems, or else you’ll discover your association is unfit to contend.
Include Your Outsource Team as Well In-House Training
Usually, companies are outsourcing some of the departments. Such as; customer care and quality assurance department. It’s fine if it’s giving you result to make quality efficient customer care service.
You just to make sure that everyone is following the standards and meeting the KPIs.
Give the value to everyone’s hard work and give them rewards for outstanding performance. It doesn’t matter that they working in-house or not. It’s important to align your company departments on the same vision. It will allow you to work together and make improvement from bottom to top.
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