Omnichannel: the customer at freedom

[muskanhossain]

First of all, it is important to highlight today's hyperconnectivity and instant digital communication.

These points make RESTRICTING the service channels made available by retailers the best way to lose business and cause customer frustration.

Before, companies told consumers how to behave and which channels to use, but now technology has set them free!

They are free to seek information in different places, building their own consumer experience in conversations that do not always involve brands .



What is Omnichannel?
Omnichannel is an integrated communication model with content distribution and multichannel service so that consumers maintain positive levels of experience in each interaction with companies.


Strategically, it is essential to collect behavioral information norway whatsapp data preferences from online and offline consumers.

In short: maintain the level of service and access to information available across all channels. This is the contextualization of Customer Centricity, where...


...in Omnichannel the customer is the protagonist of the action!


The priority is to meet customer expectations during their different shopping journeys, which involve several points of contact with companies. This includes physical interactions in stores, online channels, e-commerce, call centers, social media and messaging apps, among others, i.e. multichannel.

The challenge of integrated multichannel tends to facilitate the availability of information, as the Marketing Funnel has now been extended into the customer journey .

For example, a retailer must serve its consumers according to the convenience of the channel they choose and with the same access to information available on other channels. Campaigns and promotions must also be aligned across all service fronts:

It is unacceptable for customer service to be asked about something already available on the institutional website, social networks, stores and not know about the subject.
Remember the hyperconnectivity flowing between social networks, ads, websites, forums, chats at different times depending on the time, availability and interest of users.
If your company has profiles on social media, don't ask consumers to send their requests to another channel or via email, after all, they are already there wanting to talk to you.
Think of practical solutions to solve, facilitate and, above all, offer a good consumer experience with fluidity and agility.



CRM + Omnichannel = Integrated Analytics
It is not enough to create and integrate multiple channels without recording the information. With CRM, it is possible to create profiles, segment, and identify consumer behaviors in the customer and lead base, allowing the management and creation of opportunities.

Aligning information involves everything from queries, product selection, order tracking, information on prices and promotions, tracking, stock availability, service, returns, complaints and whatever else is of interest to the consumer.

It is a complex and challenging environment, for which marketing strategies must be defined. This will help to avoid noise and the sharing of negative experiences on social networks, communities... in addition to improving customer retention and facilitating communication, and it can also be used by competent managers as a thermometer for ongoing actions and campaigns.



The Digital Touchpoints:
Social media;
Ads, paid media;
Search engines;
e-mail;
Banners, Display;
Landing Pages;
Forums and community;
Blogs;
Partner sites;
Websites;
Mobile;
Chat and Bots
Newsletter;
Google my business;
Podcasts;
Check out this exclusive content about the 9 Successful Strategies for Brands' Digital Presence . This is the first step before the omnichannel strategy.



Physical Contact Points:
Events & Public Relations;
Mass media (radio, TV, billboards);
Publications and printed materials;
Word of mouth;
Stores;
Service teams;

How to refine the Omnichannel process?
Self-service and the use of AI are resources that enhance results , as is the use of omnichannel platforms that integrate the capture of requests across different networks, applications, chats and conversation tools and centralize them under a single service interface to distribute topics among the teams involved.

Satisfaction and NPS surveys are widely used to provide feedback on the qualitative analysis of each channel made available, as well as the consumption profile and topics requested.

There is nothing better than hearing opinions and comments, as they allow for quick corrections and encourage learning, so keep an eye out for reports on hot topics in the services.

Check out this exclusive content for a strategic approach to Place and Promotion in Digital Marketing.
The marketing environment is increasingly complex and the need for integration is a priority. Count on me to assess the opportunities and strategic use of modern marketing to increase your results.