For the past few years, omnichannel marketing is one of the marketing concepts that have transformed theory that most marketers do not know into a fundamental strategy that almost brands would use to succeed. Businesses from all industries have proved that it is effective. Also, the applications have expanded into many areas that include marketing and customer service.
The difference between multichannel customer engagement with omnichannel is the first one is businesses interacting with consumers via various channels such as phone, email, and live chat – executives manage each of them in its platform. Meanwhile, the latter manage all channels from a single, unified platform. So, in turn, gives professionals a coherent and seamless experience for customers and agents across devices and touch-points.
Besides, to create meaningful interactions, private social messaging has emerged as a significant channel. Since the emerging of social media, we have shared almost everything online as well as establish professional connections.
On the other hand, customers are willing to spend more to have a good experience, where 86 percent of buyers said they would pay more to get an excellent customer experience. As noted by Harvard Business Review, omnichannel customers spend four percent more in a physical store and 10 percent more online store compared to single-channel customers. Plus, they spend more on every channel that they use. However, Forbes mentioned that 80 percent of businesses believe they gave excellent customer service. But, only 8 percent of customers agree.
Other than social media, an omnichannel customer experience also means the business’ website’s UX, lead flow, sales process, and customer experience. However, while consumers from different networks can be optimistic and embrace different service levels, they also expect contact to remain consistent. Mobile customer support is expected to soar when it comes to delivering a positive experience across various platforms. Also, 52 percent of internet traffic comes from smartphones, with laptop usage on a decline, according to Stat Counter.
What is needed for sustained customer service and enhanced ROI is a sensible approach to the omnichannel retail strategy. This year will be a big omnichannel year. Instant contact help, eliminating friction from the online checkout process, and using data better to hyper-personalize the CX are other trends to look out for.
