5 Ways To Improve The Omnichannel Customer Experience
In this article, I will share my personal experience in the area of omnichannel marketing as it is used by companies and I will also list five ways to improve the customer experience with the help of omnichannel marketing.
We all heard about the term “omnichannel”. The core idea is that it is extremely important to provide a seamless experience across the different channels, like online and catalogues, webshops or mobile apps.
Here are my 5 tips on how to improve the customer experience by applying an omnichannel strategy:
1. Listen to your customers and what they are saying about you, online
It sounds like a trivial list item, but it is a very important one. There are of course ways to listen to the customers that are more complex than just searching for information about you online, but what is important here is to listen. You can learn so much from your customers by listening, just search for the things they are saying about you online.
2. Take the customer information and use it to better understand how your customers are using your product or service
online listening and use it to better understand how your customers are using your products or services. That includes but is not limited to:
– Who are the customers? (geographic, age, income level and so on)
-How do they use our product/service? (how often, for how long, why and so on)
– When do they use our products or services? (preferences in time of day or day of the week)
3. Look at the webshops from your competitors and research their customers’ behaviour and experience. Take it as an inspiration.
I think we can all agree that there is nothing wrong with taking a look at what the competition is doing to get inspired to improve ourselves even further. You know where they are strong and you also have an idea about the areas where your own company can be better than them. The best way to achieve this improvement is by applying insights from your online listening campaign as mentioned above. Remember though, that the competitors you look at for your inspiration are not necessarily your direct competitors, but in all likelihood companies that share characteristics with you.
4. Analyse and understand what is important to your customers online and how they behave on different channels
One of the most challenging tasks when putting together a solid omnichannel strategy is knowing what exactly needs improving so that it matches your customers’ wishes. Take a look at what they talk about online, read comments of both happy and frustrated customers (on Facebook, Twitter or other social media platforms), ask questions in focus groups or do one-to-one interviews. You will then have enough information to put together an improved customer experience based on their wishes rather than yours the customer experience
5. Personalise your customer experience based on their behaviours and needs
It is obvious that people want a personalised experience. It makes them feel important and contributes to the feeling of trust towards the company, but also helps to improve the experience. This can be done in a number of ways, including personalised websites, e-mails or push messages to your customers on their mobile phones.
All in all, it is important to understand that the key to the success of your omnichannel strategy lies not in improved technology but rather in your ability to understand and improve the customer experience. It is important to understand that the key to the success of your omnichannel strategy lies not in improved technology but rather in your ability to understand and improve the customer experience.
It is a common misconception that a company needs to have an omnichannel strategy from day one. In reality, it is more important to have “the big picture” in mind and then work your way towards the strategy instead of simply focusing on pushing out an omnichannel approach without having a solid foundation.
In my mind, there are two very important elements of running an omnichannel strategy, the first one is to listen to your customers and learn how they behave on different channels. That includes listening to what they say about you online, but it also means using the information that you have gathered for further analysis.
The second element of a successful omnichannel approach is personalisation. It goes without saying that customers want to be treated in a personalised fashion, but not everyone knows how important it is. This can be done by taking into account the customer’s behaviour when they are on different channels; for example, if they tend to spend more time on your website over their mobile phone, chances are they value quick search results and may want to be able to find the information quickly.
What you will also need is a solid technology foundation, as it is impossible to run an omnichannel strategy if your customer service does not work as one.