Omnichannel strategies to improve customer experience

Written by Franco

Omnichannel strategies to improve customer experience

Blog » Omnichannel strategies to improve customer experience

The better you treat your customers, the more likely they are to buy from your business again, and this is something you probably already know.

Even if you own a business, you also play the role of a customer when buying products or services personally.

So you know very well that the way you treat your customers and the shopping experience you offer them is one of the most important factors of all.

Once you understand this, you can start working with a series of techniques that will allow you to improve your sales.

One of them is the application of omnichannel strategies, which have been used by renowned companies and have generated incredible results.

So, why not use them to enjoy their advantages? So that you can learn more about it, we will explain further on the subject.

Table of Content

What is an omnichannel strategy?

Let’s start by explaining what these strategies are all about in case you don’t know anything about the subject or you are new to the business sector.

Nowadays, the same company must have a presence in different communication channels in order to serve customers using each one of them.

At the end of the day, each medium, or even each social network, works in a specific way.

If a customer has purchased a product through a phone call or a virtual chat, ideally, they should be able to then get information about it.

For example, they could receive the invoice by email or they could be able to track where their package is coming from, on a website.

All this without the need to create a new conversation, but instead directly accessing the information that should have already been created about your purchase.

This is something that many companies do today and is known as an omnichannel strategy.

It’s a technique by which the customer service process can be carried out by means of different media, but in such a way that all of them work in an integrated way.

It’s thanks to this level of integration that the user experience can be significantly improved.

How to execute a good omnichannel strategy in your company?

Once you’re clear on the definition, it’s time to dive deeper into how to work with this strategy.

If you’re just starting out with all of this, it’s normal that you have many doubts about the steps to follow to achieve your goal.

You need to be clear about these steps to create an omnichannel strategy that fits your business well.

So, below, we list the steps you should follow in order to achieve your goal:

1. Plan well what your buyer persona will be

The first thing you should do is create a buyer persona profile, and this step is very important.

Remember that if you don’t know what kind of audience you are targeting, you will not be able to apply a solid strategy.

That’s why you must make sure you know about their needs, interests, preferred communication channels, among other things.

In order to create a good profile of your buyer persona, it’s essential that you first conduct a good market study.

This is how you will be able to know how your competitors sell and what type of customers they are targeting.

Ideally, you should do this analysis with those businesses that are similar to yours in terms of the type of product or service they sell, because at the end of the day, they are interested in capturing the attention of the same user profile.

With this information, you will be able to recognize what your target audience is and plan how to approach them as best as possible and you can even avoid the mistakes that you notice that your competition has had.

2. Create customer-centric channels

Many companies make the terrible mistake of designing their communication channels around themselves, when the truth is that they should create them focused on their customers.

It doesn’t matter what you think looks best on the homepage of your website, it matters what your customer will want to know about you.

That’s why it’s important that you know what kind of audience you are going to target, before creating your profiles in the different channels of attention you want to have.

This way you can be sure you’re creating the right channels for your customers to be able to communicate with you through them.  

3. Work to reduce response times

One of the fundamental aspects of omnichannel strategies is the speed of response.

For this reason, you should work to reduce response times so that the attention you provide to your customers is much more efficient.

Of course, this is something that you must ensure in all your channels, since this is the only way to ensure consistent and integrated customer service.

Of course, you should not associate the speed of your responses with a poor level of response.

It’s important that responses are both quick and assertive; it’s not simply a matter of responding out of obligation and doing so quickly without verifying that you are giving the customer what they’re asking for.

4. Create consistent messages for all platforms

Branding or company identity is very important within strategies of this style.

When creating the channels to work with, you should also verify that they are consistent with your brand identity.

Especially concerning the type of response that will be given, so that you always deliver a service that is in line with your business values, no matter which channel is used at the time.

5. Invest time in training the work team

It goes without saying that human resources are the most valuable when working with an omnichannel strategy.

At the end of the day, it won’t be you who will be serving all the customers, but your employees.

That’s why you must invest time and money in their proper training, especially if you’ve never worked with this type of technique before.

So make sure that everyone who will be working on each of the channels is aware of how they should respond and to which other channels they have to redirect users.

6. Perform regular performance measurement

However, you should not assume that by creating an excellent strategy on paper, everything will be perfect in practice.

From theory to action there are giant steps to take and mistakes can often be made.

Because of this, it’s equally important that you measure the performance of your omnichannel strategy on a regular basis.

This type of analysis will allow you to verify that everything is going well and that the results have been favorable.

Of course, in case the results are negative, it will be after the measurements have been taken that you will be clear on what changes to make in order to adjust the strategy.

How to execute a good omnichannel strategy in your company?

Differences between an omnichannel and a multichannel strategy

Within customer service, there are a myriad of strategies you can work with, and many of them are similar to each other.

So it’s normal that you have confused the omnichannel technique with the multichannel one, but the truth is that they are not the same.

When we talk about a multichannel strategy, we’re talking about a service plan in which you can create different channels through which customers can be attended to.

But the main difference is that, in this technique, the service is not integrated among all channels.

In other words, if you initiate a request through one of the communication channels, it starts and ends there.

On the other hand, with an omnichannel strategy, agents can send you to other channels that may be more appropriate for your case and where whoever attends to you will already be aware of what you need.

Therefore, in multichannel techniques, while attention is a priority, it’s often seen as something very individual, rather than as something integrated that can work together.

Benefits of executing an omnichannel strategy

The reason why so many business owners work with omni-channel strategies has a lot to do with the various advantages it offers them.

You may not notice the pros of this so much at first, but in the long run you may start to notice changes in the way customers choose you that will undoubtedly be beneficial.

If you are not entirely convinced that this is a good idea, then you need to know what the benefits of omnichannel strategies are:  

  • You will be able to offer a unique shopping experience.
  • You will have the opportunity to create a strong relationship with your customers.
  • It allows a type of marketing in which you can combine attention on and offline.
  • The attention you provide to customers will always be unified.
  • Thanks to the unified message you will have, you will strengthen your brand positioning.
  • It makes the process of analyzing customer relationships easier.

Examples of companies working with an omnichannel strategy

Before finishing with the article, we will give you a couple of examples of companies that have applied this strategy, and where this strategy allowed them to have an excellent reputation.

Currently, there are many brands that work in this way, but it must be recognized that some do it better than others.

Among those that know how to do it, there are some well-known companies that you will surely recognize:

1. Nike

When you make a purchase with Nike, both on virtual and physical platforms, you will receive the highest quality attention.

The interesting thing about this company is that it focuses on providing unified attention to its customers through all communication channels.

From their website or mobile app you can make your purchases, file complaints, track where your order is coming from and much more.

In addition, they care so much about making the customer experience the best it can be, that they have an augmented reality technology on their website with which you can try on shoes virtually and decide whether you are interested in buying them or not.

2. Amazon

The next brand we will talk about as an example is Amazon.

As you may well know, this online sales company is one of the largest in the sector thanks to the unified attention it offers through each of its channels.

No matter if you access their website or app from your computer, mobile or tablet, if you do it with your account you will always be able to access the same information.

Likewise, you will be able to track your package and you will know how long it will take to receive it before you even complete the purchase.

In case of complaints, their customer service is the best, because the agents will always be able to access your order data easily to process your request regardless of whether you do it from the website or through a phone call.

Undoubtedly, it’s one of the companies that has worked best with omnichannel.

The results of omnichannel strategies sound pretty good, don’t they? Then don’t waste any more time and start working on them to enjoy their results.

Remember that it’s something you can apply from the beginning of your business idea or also to make the necessary changes in case you have an already consolidated company.

Customer satisfaction should be your main goal and with a strategy like this you can achieve it.

Let us know in the comments if you found the information helpful and feel free to share it with your friends.

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