Optimising the customer experience
Why an omni-channel strategy is the pinnacle of customer experience
Whatever customer experience strategy you use, the end goal is the same – effectively communicating with your customers to cultivate a lasting and positive relationship.
How you do it is the point of difference, and in today’s world of growing digital footprints and increased competition, the best way to achieve and nurture a solid customer base is to focus on creating an omni-channel customer experience.
What do we mean by omni-channel?
At its most basic level, omni-channel marketing is a more holistic approach to the customer experience strategy.
It operates on the principle that an individual marketing activity or segment can’t be effective without understanding the impacts on the consumer’s overall experience. From website presence to digital marketing and face-to-face interaction, every piece of the marketing puzzle should work together to create a personalised experience that’s relevant to the customer.
How does it differ from a multi-channel strategy?
A multi-channel strategy simply means that marketing interactions are spread across several channels or lines of communication, relying on the assumption that consumers will research from their own preferred channel. This means each separate channel (web, mobile, Facebook etc.) works on its own best interest.
While leveraging different channels is a critical component to any marketing strategy, the omni-channel approach takes things one step further by focusing on the customer as the central point and integrating the customer journey into each touchpoint. Businesses who use this approach are able to enforce brand consistency and offer a unified message across all channels.
Not only does this make it more likely that your products and services will stand out, it also makes things clearer and easier for the end user, the customer.
How do you create a successful omni-channel customer experience?
This is where customer relationship management (CRM) and marketing cloud solutions really shine.
Because an omni-channel strategy revolves around the customer, you have to understand who they are and how they operate in order to be successful. And that means analysing your data.
A robust CRM should equip you with the tools you need to decode and simplify your data, and help you map your customer journey to deliver a seamless experience for your customers.
With this strong foundation, opportunities to improve the omni-channel experience will only grow. Build out a set of customer personas to strengthen personalisation and up your customer service game by implementing chat-bots to ensure round-the-clock support.
Wherever you want to take your business, an omni-channel customer experience strategy is sure to help you get there.