Customer experience is the most vital aspect that needs to be positive in order to be successful in the market. When we discuss customer experience, the term Omni-channel has emerged to be one of the most prominent and irreplaceable buzzwords. However, people are confused in understanding the literal meaning of this terminology.
According to HubSpot’s explanation,
Omni-channel experience is a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.”
The terms integrated and cohesive should be considered as the most critical part of the whole explanation. Another important aspect that should be kept under consideration is that the experience of every customer should be positive regardless of what medium the customer is choosing to develop a link with you.
You might be satisfied with the fact that “your customer is able to buy your product or is getting facilitated from your services through different channels and your marketing team is capable to carry out communication through multiple ways. This means that you have specialized the Omni-channel approach”. Well in such case you should reconsider.
OMNI-CHANNEL VERSUS MULTI-CHANNEL
The concepts of Omni and multi-channel are two different theories and approaches.
The practice of multi-channel is linked with reaching customers in multiple ways. It can be a direct person to person or indirect which involves web as a medium which allows them to reach their customer on various social media platforms or on their phone.
This approach is constructed to unite sales and marketing processes. Despite everything, your major focus should be keeping your customer facilitated through making yourself available on multiple mediums without worrying about the alignment.
However, Omnichannel considers the concept of multi-channel one step advanced. The digital and physical channels are combined to develop a single, cohesive and all-in-one brand. The differences between two distinctive channels become avoidable and they disappear. Examine it as a customer-centric as compare to the other format.
The customer might initiate a conversation with the brand representative through the facility of live chat on their website or any social media platform page. However, if the conversation proceeds to the advanced level, it automatically gets transferred to direct emails and telephonic conversations, maintaining the main purpose of the conversation between the customer and the representative.
Apart from that the feedbacks and the experiences of the customers are kept confidential and safe initially within the company and they are posted on different social media platforms. The representatives who are in contact with the people on different social media platforms are also aware if their customer is visiting a local store or another outlet. The customer record is kept accessible in the Omni-channel system.
The customer is not asked to repeat his statement again during the brand conversation.
This format can also be termed as an experiential marketing campaign. In such system, you are capable of building the whole conversation based on the experience itself.
The vital importance of Omni-Channel Experiences
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