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What is omnichannel?
Omnichannel refers to an approach to organizing customer interactions that provides seamless communication across various channels. This means that the entire history of communication and purchases of a customer is preserved and accessible at any moment. Channels within omnichannel marketing can include both online and offline platforms, including sales offices, mobile applications, messengers, social networks, and email. For example, if a customer starts ordering food through a mobile app but then gets distracted and decides to continue choosing dishes on the website, the system should ensure that they do not have to add items to the cart again.
The emergence of the omnichannel approach was driven by changes in consumer preferences. With the increasing amount of available information and communication channels, the time for interacting with brands has become critically limited. Omnichannel helps companies to become more convenient and responsive partners, which, in turn, leads to positive emotions from customers and an increase in sales.
Benefits of omnichannel
Omnichannel integrates various channels into a single system, making the interaction between the customer and the brand more comfortable. According to a PwC study, 59% of consumers stop doing business with a company after several negative interactions, and 17% after the first unsuccessful contact. Having a quality mobile app, a user-friendly website, and a friendly call center can significantly enhance service levels if a reliable connection is established between these channels.
Benefits for the customer:
- Communication without repetition: Consumers expect convenient interaction and cannot tolerate repeated messages.
- Quality service: Customers receive the same high level of service regardless of the chosen channel.
- Personalized approach: User behavior data is recorded and used for individualized communication settings.
Benefits for the brand:
- Reduced risk of customer loss: If a customer switches devices, they can still be reached through other channels.
- Deep audience segmentation: A large number of channels allows for gathering more information about customers.
- Automation of communications: The ability to set notifications and messages based on purchase history.
- Cost savings on advertising: Resources can be redistributed among channels depending on their effectiveness.
Implementation barriers
Despite the high effectiveness of omnichannel, its implementation can pose a challenging task. The main barriers include:
- Difficulties in changing processes: The need to adjust existing business processes, integrate channels, and train employees.
- Financial costs: The cost of implementation depends on the chosen tools and the complexity of current communication.
- Need for additional staff: A specialist will be required to support the system and analyze data.
Steps to implement omnichannel
To successfully implement omnichannel, follow these steps:
- Develop a transition strategy: Assess current interaction channels and gather necessary data about customers.
- Create a channel roadmap: Determine how customers interact with the company and which channels need improvement.
- Select tools: Choose a platform that will collect data on users and their behavior.
- Prepare employees: Train staff to work with the new system and assign responsibilities across channels.
- Inform customers: Tell customers about the new opportunities and benefits they will receive from omnichannel.