Omnichannel Customer Experience: How does this Buzzword change everything for your business ROI?

About The Author

Tracy-GardnerTracy Gardner Global Chief Marketing Officer
LinkedIn|6 Jul 2021

As we continue down the digital transformation highway, technology is becoming more important in our daily lives. The numerous types of digital devices within arm's reach are making online experiences more integrated. 

Similarly, as people trek on these innovative pathways, marketers and customer support reps will need to respond actively. 

Instead of a desktop, mobile, or tablet experience, the customer's journey needs to be leveraged as one holistic approach — a seamless omnichannel experience that customers can use at their disposal. 

However, most companies often fail across digital platforms because they are insufficiently aware of customers' experiences via omnichannel marketing. 

In this guide, we've broken down all that you need to know about omnichannel customer experiences, including what, why, and how to help your company roll over the competition and pursue omnichannel lead generation ASAP. 

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What is Omnichannel? 

Omnichannel refers to the multichannel sales outlook to marketing and selling that provides the customer with a cohesive shopping experience. 

Each channel works together to create an integrated encounter – It can be via mobile and desktop devices, providing a seamless customer experience. 

Here are some ways the omnichannel platforms work: 

  • A multi-channel experience works across more than one platform, for example, email and phone. 
  • An omnichannel experience works and covers every possible platform, so there's never a break from the customer's perspective. 

What is an Omnichannel Shopping Experience? 

Today, customers have the opportunity to make purchase decisions at nearly every turn and click they make on their devices. As a result, merchants or sellers have to keep up and be prepared to make retail as easy and enjoyable as possible. 

When eCommerce industry make decisions via omnichannel solutions, it is mostly known as offering an omnichannel shopping experience. It brings retailers a lot of brownie points when making a sale. 

Omnichannel shoppers not only tend to have bigger shopping baskets but exhibit more brand loyalty and satisfaction to respective businesses. 

In fact, according to a survey business using omnichannel earned a 90% higher customer retention rate

What are the Benefits of Omnichannel Customer Experience? 

What are the Benefits of Omnichannel Customer Experience

Here are five benefits of omnichannel customer experience: 

Enhanced Customer Satisfaction 

Omnichannel experiences provide customers with consistency and convenience, meeting their preferences and expectations across multiple touchpoints. 

Improved Customer Loyalty 

Satisfying and seamless interactions across channels foster stronger customer relationships, increasing their loyalty to the brand. 

Increased Sales 

Omnichannel strategies can lead to higher sales as customers have more options for purchasing, and cross-channel promotions can boost conversions. It’s the way how popular brands like Starbucks have increased sales

Better Data Insights 

A unified view of customer data from various channels allows for more informed decision-making and personalized marketing efforts. 

Competitive Advantage 

Offering an omnichannel experience can set a retailer apart from competitors, attracting and retaining customers in a crowded market. 

How can Omnichannel Improve Customer Service? 

With an effective omnichannel solution, customers will no longer have to use a single channel to engage with a company or brand. 

Studies show that 73% of customers switch between multiple channels while making a purchase. 

Also, Omnichannel shoppers spend an average of 10% more when shopping online compared to those who interact with brands via just one channel. Resulting in increased demand for omnichannel customer service. But not just demand, omnichannel also helps improve customer service.  

Here's how omnichannel improves customer experience: 

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Understand your Customers 

Understanding how customers interact with your business across channels is the cornerstone of any omnichannel strategy. A centralized data hub can be useful in this situation. It assists companies in creating a unified customer view by combining data from marketing, sales, customer service, and other departments.  

With this one source of truth at their disposal, all teams within an organization have a comprehensive understanding of the customer journey. It guarantees that every encounter a customer has with their company builds upon the one before it.  

Dedicated professional teams can then continue to interact with users on the appropriate channels and at the appropriate times by identifying patterns in their behavior, interest, and intent.  

Conduct a Content Analysis 

It is imperative to comprehend the role that the content in your marketing plays in the customer journey. Your content's intended purpose—educational, entertaining, or informational—can be determined by analyzing it. 

Content that provides information is the most vital kind. It is essential to the customer experience because it provides customers with vital information, like the company's contact details. 

Make sure your informational content is accurate and current. Verify the functionality of all phone numbers, online connections (such as links to websites and eCommerce stores), and your chatbot. 

It ensures that customers flow through all your marketing channels with ease and raises the bar for customer care. 

Grow your Digital Capabilities 

Having several digital platforms for your business can aid in expanding its reach. Developing a strong brand for your company will be made easier by implementing an omnichannel marketing strategy on all of your platforms. 

For your company, having an omnichannel strategy will guarantee that your digital platforms are all using the same messaging. 

Since your message doesn't change, this raises awareness of your brand. As a result, the customer's journey will be enhanced because they will always receive the same experience. They are receiving the same experience whether they visit your physical store or your website online. 

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Integrate Content into Your Digital Platforms 

Every piece of content you produce should be optimized to work across various digital platforms and provide users with an identical experience. 

You can enhance the omnichannel customer experience by using consistent graphics and content, as your customers will be exposed to the same branding and messaging across all digital channels. 

Every aspect of your marketing strategy must be understandable. If you're using a PPC advertisement to run a discounted campaign, make sure the customer is aware of any terms and restrictions. It will improve the customer experience and ensure that the buyer is immediately informed of any purchase terms. 

Outline your Customer Journey 

The goal of omnichannel marketing is to enhance the consumer experience. To make sure you can give your customers the best experience possible, you should be fully aware of their entire journey. 

There will occasionally be changes to the customer journey. Nonetheless, you can make sure you can monitor any changes by regularly creating a map of the customer's journey. 

You will be able to determine the primary clientele for your company when you are creating a customer journey map. 

Additionally, you'll be able to identify the most effective component of your multichannel marketing plan. You can take advantage of this and enhance the customer journey regardless of whether your business is driven by foot traffic or discovery. 

It's critical to understand how your customers find you. It makes it possible for you to comprehend the kinds of decisions they make prior to, during, and following their purchase. 

It allows you to modify the customer journey periodically to entice customers to purchase from your company. Your goal is to make a good impression on your customers, and the content you present to them will help you achieve this. 

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What is Omnichannel in B2B?  

From a B2B perspective, omnichannel is about being present in all the places where a customer expects you to be. Omnichannel B2B sales give your customers a unified experience no matter what digital platform they are using. 

According to McKinsey, a staggering 83 % of B2B marketers believe that omnichannel selling is a more efficient way to secure and prospect new business than traditional sales approaches, given the hurdle of targeting new customers and higher costs.  

Boost your ROI with VLink! 

As you can see, an omnichannel marketing strategy isn't something "nice to have"; it's already the future of sales– shoppers expect great omnichannel customer experiences. 

There are various software solutions to help you make the buying process a seamless experience or map your customer journey and streamline the sales process. One such all-in-one omnichannel solution is- VLink.  

VLink works as a central respiratory offering services from omnichannel presence to strategic workforce solutions all under one roof. Don't miss out! 

Frequently Asked Questions
How can we enhance the omnichannel customer experience?

Using omnichannel engagement means you are using a complete marketing strategy for the benefit of your customers. It overarches customer service along with lead generation. Along with this, you can further improve your omnichannel experience by doing these 2 simple things: 

By analyzing how the content in your marketing funnel is significant to your client's journey, you can find out how different types of content appear. You can make decisions based on whether the content is informative, instructive, and engaging enough for the target audience. 

You should know your customers' journey end to end to provide them with the best insights. Mapping out a customer's journey on a regular basis will help you keep an eye out for any changes in behavior. 

What are the basic features of omnichannel retailing?

Omnichannel retailing integrates various sales channels, such as physical stores, e-commerce websites, and mobile apps, to create a seamless shopping experience.  

Key features include unified customer experience across all channels, consistent product information and pricing, synchronized inventory management, and the ability for customers to transition between channels effortlessly.  

It also involves personalized marketing and customer support, enabling retailers to engage shoppers through their preferred platforms. Omnichannel retailing enhances convenience and customer satisfaction, leading to increased sales and brand loyalty. 

What is the difference between omnichannel vs. multichannel customer experience?

Omnichannel and multichannel customer experiences both involve using multiple sales and communication channels, but they differ in their approach. Omnichannel seamlessly integrates and coordinates these channels to provide a unified, consistent experience. Multichannel, on the other hand, uses multiple channels independently, without the same level of integration or coordination. 

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