Customer experience is the key factor in a customer’s decision-making, and businesses need to follow the latest CX strategies and employ the best CX tools to cater to their customer base effectively. One such strategy is the omnichannel customer experience approach at multiple touchpoints. But what exactly does “omnichannel customer experience” mean?
The term "omnichannel" refers to a multichannel approach to provide a seamless experience, both online and offline. This customer experience strategy is all about streamlining customer interactions on all touchpoints for an uninterrupted consumer experience. The experience works across more than one channel, like phone or email, to ensure that there is no gap from the customer’s point of view. When providing CX services in India, omnichannel strategy plays a crucial role in its success.
Main Benefits of An Omnichannel CX Strategy
Before discussing how to build an omnichannel customer experience, it is important to learn about the benefits your business can derive from this model –
Happier and More Satisfied Customers
Being one of the most effective CX strategies, the omnichannel experience makes dealing with customers smoother and simpler. Since the strategy involves multiple touchpoints, there are fewer hoops to jump through, leading to consistent and personalized support across all channels.
Better Brand Value
A powerful and lasting CX strategy can help businesses develop a stronger brand value over time. With happier customers, brand loyalty and customer retention also increase, which leads to repeated sales. This gives a perception of trustworthiness and quality, and positive word-of-mouth can increase the customer base organically.
Optimum Use of Resources and Time-Saving
Apart from enhancing customer experience, the omnichannel customer experience model also leads to cost savings and leads to a reduction in time and effort. This leads to an increase in ROI through frequent purchases, referrals, and positive customer reviews. Hence, while providing CX services in India, the omnichannel strategy is a win-win for both the customer and the business.
Detailed View of the Customer Journey
By providing a bird’s eye view of the customer’s journey, this model puts everything inside a single system that can be easily tracked to gather insights and take appropriate actions. Did you know that more than 65% of customers prefer to choose their journeys while completing a mostly non-linear task? This strategy creates multiple ways for customers to interact with the brand, and they can choose their channel or medium.
How to Successfully Implement an Omnichannel Customer Experience Strategy?
There are multiple approaches and factors to consider while building an omnichannel strategy presence, whether you are a big business or a startup. The following factors are essential to build an effective omnichannel model –
Firstly, you need to identify the platforms that your existing customers use to communicate with the business. These can include digital channels and media to gather customer preferences and analyze them to create your strategy.
Next, you need to build a buyer persona with detailed customer identities, like social status, demographics, shopping habits, etc. While using CX strategies, you need to make a detailed customer journey map to obtain a high lifetime value.
Now that we have identified buyers per different categories, the next step is to segment buyers based on these different classifications. Determine the preferences of your target buyers to create a personalized roadmap for your marketing, sales, and customer service teams.
Integrating user experience is another step to implementing the omnichannel model while delivering CX services in India. Businesses should integrate the customer journey map from beginning to end and identify key touchpoints to create streamlined channels, both online and offline. Brands also need to study the value-addition of each touchpoint to solve customer queries effectively.
Since the omnichannel customer experience includes all channels from text messages to push notifications, you have to choose the top channels that are preferred by your customers based on the above analysis and understanding of their behavior. After that, you can employ the right tools to enhance customer engagement as per their most used medium; for instance, some customers prefer texts or emails over calls.
Lastly, once the channels are decided and the tools are employed, create an interface between the online and offline touchpoints. This can help track customer experience easily, leading to a more uniform user experience, irrespective of the number of stages in the customer journey.
Once the strategy is implemented, evaluate the KPIs by analyzing the data from each channel to ensure that the model is working for your business. It is also crucial to take regular customer feedback to know if the multi-medium strategy is impacting their experience in a positive way or not. Businesses can then modify the strategy from time to time to include new channels or tools for long-term growth and better customer relationships.
Thus, the omnichannel customer experience can help brands stay ahead of their competitors by creating a seamless, more personalized experience. However, you need to be careful while implementing the model and consider the key elements. In case you need help in creating the right omnichannel strategy for your business, you can reach out to us for the best guidance.