Translating Tech Terms: What is omnichannel customer experience?

It’s an undeniable fact that the world of digital technology is constantly changing and evolving. And we’ve already looked at some of the digital trends in the fashion retail sector.

As a website design agency, we’ll be the first to admit that when it comes to trends in digital marketing and online platforms, you can get bogged down by the latest buzzwords and jargon.

For example, you might have heard about the importance of omnichannel customer experience and mistaken it for the latest trendy way of describing an already-established approach.

Yes, it is a bit of a convoluted description but, as with most terminology like this, there’s a kernel of truth behind it. So we thought we’d try and demystify the concept and look at the facts behind the trend.

So, what is omnichannel customer experience?

Nowadays, businesses need to spread their messages across a wide range of platforms, both online and offline, in an attempt to be heard.

Within the retail sector, this also means that a customer’s buying journey is no longer a linear path.

Organisations, whatever product or service they are promoting, will need to deliver a consistent message across multiple digital channels and platforms:

  • Website
  • On desktop devices
  • On mobile devices
  • Social Media
  • SMS/Text-messaging
  • In-store

Most businesses are more than aware that maintaining a presence across these channels is vital. However, an omnichannel strategy is about taking a holistic approach to engaging with potential and existing customers.

Constant – Consistent –Coherent

Omni-channel is all about the three Cs.

As a business, you want to create a customer experience that, regardless of channel, remains reliably uniform. It has to be constantly and consistently coherent.

This not only means retaining a consistent tone of voice for the brand but also a dependably high-standard of service, whether a customer is engaging on Twitter, via the website, or on a mobile app.

In its simplest form, this could be ensuring that someone is seeing the same information in an easily consumable format, whatever device they are viewing from. This is one of the reasons why responsive website design is no longer a luxury but a necessity.

But it also relates to the relationship between online and offline engagement.

Online meets offline

We’ve already established that digital trends are shaping the way that people research and purchase products. However, the irony is that they are actually bringing the realms of online and offline interaction closer together.

Mobile technology and specifically mobile search means that it’s just as likely for a consumer to browse and research competitors and pricing while still in-store.

The companies that embrace an omnichannel customer experience are more likely to maintain those all-important three Cs and, through personalisation and ease-of-use, win more business by bringing their online and offline experiences closer together.

How can you create an omnichannel customer experience?

This isn’t about re-inventing the wheel.

Ignore the omnichannel element for now. The most important part is creating an unparalleled customer experience. The good news is, successful businesses will already have succeeded in achieving this in their physical interactions with customers.

It’s simply a case of taking that proven approach and duplicating it on the business’ digital platforms using UX design principles.

And the best news?

Employing a successful omnichannel strategy will provide you with the most sought-after commodity in modern marketing; data.

The data loop

An omnichannel customer experience that results in the collection of data is a self-perpetuating process.

Businesses can use the data that they collect to improve the customer’s experience, which should result in even more data.

It really is a win-win situation and can be applied to any and all sectors.

Financial consultants can offer a more personalised service by retrieving past conversations, enquiries, and social engagements.

Retailers can gain insight into buying habits by tracking the likes and dislikes of customers who come into their store.

Creating loyal, long-term customers

By engaging through social platforms and using a consistent tone of voice to the one experienced in-store or over the phone, businesses can make potential and existing customers feel valued and welcome, whichever way they choose to interact with the brand.

Ultimately, those companies at the forefront of this omnichannel approach will reap the benefits of customer loyalty and long-term stability in an ever-changing marketplace.

If you’d like to find out how our technology solutions and digital marketing strategies can help you implement an omnichannel customer experience, give us a call.

Categories: Digital Marketing, Technology, Website Design & Development

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