The customer experience is a continually evolving process that businesses must adapt to or risk fading into obscurity. While traditional businesses decades ago may have thrived from brick-and-mortar or single-channel commerce, the strategy has become redundant and impractical. Modern customers seek personalized approaches, where brands seem like bosom friends that provide the most cost-effective products and services.
That’s where omnichannel practices come into play. An omnichannel approach enables companies to retain and acquire customers by providing multiple touchpoints throughout their purchase journey. Through omnichannel customer experience, businesses can communicate with buyers regardless of their location and with a rapid response.
Omnichannel vs. Multi-Channel Approaches
The terms “multi-channel” and “omnichannel” are not interchangeable. While both practices serve to provide physical and digital customer service solutions, they differ in execution. Under multi-channel models, a brand’s website and on-site offerings may vary (i.e., items purchased online aren’t exchangeable at the store). The policies vary so much that customers may consider the brand as running through two separate businesses.
However, omnichannel models involve the seamless integration of multiple customer touchpoints, spanning social media, traditional media, and ads. Omnichannel strategies apply a consistent palette of colors, brand voice, product policies, and other unique business features across all unified communication mediums. Businesses can significantly improve CX by communicating with customers on their preferred channels and never again missing another sales opportunity.
While it may sound daunting from an infrastructure and IT level, at TABLE, we created our robust platform with minimum code in mind. Run your business on WordPress or integrate Adobe Magento? We have a plugin for each. Want to customize your bot to look, feel, and sound like your brand? We made it the entire process drag-and-drop!
Why Choose Omnichannel?
Customer behavior is becoming increasingly remote, a trend furthered by the new normal and resulting social changes. Businesses require a consistent and dynamic approach that eliminates friction from communications between service teams and customers. As such, companies need to rely on omnichannel solutions that provide seamless communication via a centralized hub optimized for multiple device use.
Market research shows that omnichannel customers result in a 30% higher lifetime value than non-omnichannel groups. Businesses can attribute the model’s success to its customer-centric focus, providing quality service according to specific communication preferences.
Watch our full TABLEtalk for free to see why when implemented poorly, a broken omnichannel will hurt your business.
Optimizing Omnichannel Models
It’s vital to understand the needs of a target demography before executing an omnichannel approach. Businesses must gather valuable insights into the customer’s preferred communication channels. By doing so, brands can prioritize their primary channel strategies. For example, if most customer queries originate from WhatsApp, it is counterproductive to invest in an omnichannel model that emphasizes email outreach.
Omnichannel brand strategies require integrated data management systems that make it easy for businesses to collect, organize, and analyze the collated feedback.
Upon establishing the most popular channels, businesses should define practical goals for each channel. Are channels used to raise brand awareness, handle customer support, or generate precious leads? Businesses can elevate the customer experience with trackable SMART (specific, measurable, attainable, relevant, and timely) goals that steer omnichannel policies.
Businesses can gain a competitive edge in their omnichannel engagements by implementing automated machine learning and artificial intelligence via chatbot features. Automated communication ensures that customers have their concerns and queries settled without delay, significantly enhancing their brand journey.
Going Omnichannel—The Modern Customer Management Solution
Many big brands have done it. Nike, Starbucks, and Disney are just some names in a long line of companies that have succeeded in their omnichannel transitions. The unmatched versatility of omnichannel approaches makes it possible for support teams and customers to connect in newfound ways.
With omnichannel solutions, your brand can look forward to increased customer engagement and improved customer satisfaction while reducing churn rates. By adopting an omnichannel approach, companies can upgrade existing customer management systems with a solution that works every time.
TABLE provides a comprehensive customer service platform customized to your business needs. Our intuitive program empowers brands to forge and maintain optimal communications with their precious customers. From setting customer appointments to payment, we offer an omnichannel solution that yields the most positive experiences at every step of the customer journey.
The best part? omnichannel solutions with intelligent chatbots aren't limited to multi-billion companies. Connect with one of our CX Advisors for a free demo and see how any sized business—yes, even the independent bookstore around the corner—can afford our platform that empowers them and delights their customers along the way.