Top 3 Reasons to Create an Omnichannel Customer Experience

As technology advances and becomes more integrated into our day-to-day lives, businesses have the opportunity to improve customer experience by predicting their needs and responding proactively. The interconnectedness of consumers and companies through mobile apps, web programs and in-store experiences has created unprecedented access to customer data. If used properly, this information can enhance future customer experiences, leading to an increase in customer retention, satisfaction and new business.

What is an omnichannel experience?

An omnichannel experience is a type of multichannel sales approach. It involves gathering information across all engagement channels throughout the customer lifecycle in order to provide the optimum seamless purchasing experience.

It’s important to note the difference between the terms omnichannel and multichannel. The multichannel experience is what most businesses are using today – they have a Facebook page, contact centre, website, blog and Twitter and use each of these platforms to engage with customers, however the platforms are not connected. The omnichannel experience, on the other hand, aligns the messaging and goals of the company across each of these channels and connects customer information to deliver an integrated experience.

Why should businesses consider an omnichannel experience?

• Increased customer satisfaction
  By far, the most important reason for adopting an omnichannel strategy is to increase customer satisfaction. Consumers are looking for choice as to when, where and how to browse and purchase, and the sales strategy of any business should accommodate their customers’ lifestyle preferences. An omnichannel approach gives customers these options, whereas a brick and mortar store may be limited by opening hours or an online shop cannot allow customers to test the product in advance.
• Advanced marketing capabilities
  Businesses with a solid omnichannel strategy can easily collect, track and store details of their customers’ interactions, providing a wealth of data that can be used to refine their marketing tactics. A single transaction gives a business the opportunity to start building a customer profile, which can then be used for personalised marketing such as birthday offers or special offers based on buying history.
• Cohesive operations across multiple points of sale
  The right omnichannel technology can be used to merge in-store and online activities into a single, cohesive operation. An omnichannel solution should integrate stock into a single inventory, thereby reducing out of stock notices for online customers and allowing in-store customers to see what is available before they arrive to browse.

Who else is doing it?

Major global brands have started to see the benefits in omnichannel business solutions and have implemented creative strategies to engage with their customers. Disney has integrated the theme park experience across their user-friendly website, a mobile app for use in the parks and the Magic Band, which acts as a room key, storage device for photos taken in the park and a food ordering tool. Bank of America allows cheque deposit and appointment scheduling through their apps to enhance the experience once the customer arrives in the store, and Starbucks has integrated their rewards program across stores, the website and the Starbucks app, reducing the time customers spend waiting in line.

In summary, the omnichannel experience is the way forward for businesses with a focus on customer satisfaction. It allows for a seamless customer experience whilst encouraging new business, brand loyalty and customer retention, and has already piqued the interest of many major companies worldwide.

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