Omnichannel: 3 things you should know
In the business world, omnichannel is a hot concept. It frequently forms an integral component of sales or marketing strategic plans, and its importance and indispensability are becoming self-evident. In our experience, however, we often encounter situations in which omnichannel’s potential is partially utilized or set up in a counterproductive manner. The mistakes and problems faced by clients who seek us out are frequently very similar and generally stem from being unaware of 3 essential facts.
1. OMNICHANNEL IS NOT MULTICHANNEL
It might seem like a petty and minor distinction, but the difference is fundamental and lies in the topic of integration.
Companies implement multichannel solutions by gradually adding new communication channels, generally dedicating a specific specialized operator/agent to each of them. Adding a new channel can often mean introducing a new technical solution, or a complex addition to the current one, requiring extensive training for agents. In this way, ordinarily, companies help their clients via phone calls, emails, SMS, or chat. The more progressive ones often use chatbots, voice bots, or other benefits of artificial intelligence. However, in the context of a multichannel solution, these channels work separately, and therefore they can’t offer a truly seamless customer experience.
The only way of making the most of a true omnichannel solution for communicating with clients is to integrate all customer interactions across all channels. Omnichannel then takes care of a smooth transition between channels for the client, and throughout the communication process, presents all relevant information to the customer service agent. This is the only way to put the client into the center of attention and ensure that the communication is seamless and customized to their specific needs and preferences.
2. IT'S NECESSARY TO SET UP AN OMNICHANNEL SOLUTION TAILORED TO YOUR CLIENTS' NEEDS
Customers are more and more demanding regarding the quality of customer service. The pandemic has only sped up the development process, whether in the context of an increasing number of contacts or a higher number of required communication channels. Faultless customer service is not an advantage but rather a necessity. A truly worry-free, smooth, and efficient communication is crucial for strengthening and maintaining a loyal customer base.
Nevertheless, even if you operate an omnichannel solution from a technical point of view, if you don’t take into account the specifics of your target audience in advance, even this solution might let you down. Not only customers from Generation Z expect a virtually immediate reaction to their messages and calls. If they don’t get it on the first communication channel, they quickly move on to the next one. And the next one. Take this into consideration when setting up your omnichannel solution to reduce their impatience and eliminate their frustration, as well as a high number of duplicate requests across different channels. In this specific case, resolving this can be as simple as sending automated confirmation messages to let the client know that you received their request and inform them about the time you might need to provide them with specific feedback or a solution.
3. THERE IS NO SUCH THING AS A UNIVERSAL, PERFECT OMNICHANNEL SOLUTION
Setting up the omnichannel solution to your customers’ needs is necessary, so there is no universal definition for an ideal solution. The ideal solution will be the one that will perfectly match your specific customer audience. It’s, therefore, an excellent idea to analyze their needs and preferences in detail.
TAKE ON THE OMNICHANNEL CHALLENGE WITH CONFIDENCE
It doesn’t have to be extremely difficult or expensive to set up an omnichannel solution, even though it usually requires some time and financial investment into technology, training of employees, and educating customers. Specifically, it pays off to only work with the channels that your clients really use. For some companies, this might be a complex network of 12 channels; for others, 2-4 channels will do just as well.
Even so, don’t underestimate either the power or the complexity of omnichannel solutions. It is often not as simple as it might seem in large companies’ meeting rooms. But if you avoid the most common mistakes, and you suitably consider your clients’ needs and your company’s technological environment, the effort will be worth it - you’ll achieve truly flawless and modern customer care.
EXPLOIT THE OMNICHANNEL OPPORTUNITY
According to Gartner Marketing 2021 Research, up to 50% of brands won’t have unified customer service channels in 2022. We will gladly help you make sure that your company is part of the other half.
We’ll show you how to introduce an effective smooth omnichannel solution into your business or how to improve the performance of your current one.
If you’d like to learn more, get in touch!