What is Omnichannel ?

Delight your customers; let them transition seamlessly from one communication channel to the other.

Today, we interact with our favorite brands using multiple mediums. Consumers everywhere expect brand continuity and customer experience whether we engage via email, in-person interaction, online customer support, or social media. Call it–the dawn of the omnichannel customer. However, when the experience is negative, it’s time to say goodbye to that business. As a business owner, you can reduce attrition rate by implementing an effective omnichannel customer engagement strategy.

So what is an omnichannel customer engagement strategy?

Definition: Omnichannel customer engagement refers to the practice of establishing and streamlining a business’ touch points across several channels(website, mobile app, SMS, Social media, email & physical stores) while creating a frictionless transition from one channel  to the other as customers move down the conversion funnel. This simply means customers can engage with your product and services from a desktop computer at home and easily pick up from where they left off via their mobile device while grabbing lunch at a restaurant.  

Why does a business need an omnichannel customer engagement strategy?

Yes, a business needs an omnichannel customer engagement strategy—but why? Because it has great benefits! These include:

Brand awareness

The advent of social media platforms means multiple customer engagement channels on which to conduct marketing activities. Social media operates on the pareto principle. With minimal  effort such as creating a business account on instagram, twitter or linkedIn and consistently posting content even as simple as memes, your brand’s exposure can reach a wider audience(even millions) who can then interact with your business. 

Convenience

 It is estimated that the total share of online global retail sales will reach a quarter by 2026.The number of digital transactions will continue to rise. By building a seamless process for customer engagement, your business will keep up with the evolving times. This means, customers who prefer online transactions can choose a convenient digital channel that suits their personality, schedule or lifestyle like a phone call, email or even a Direct Message on Social media to engage with your Product and services.

Increased conversions

By unifying an omnichannel customer’s data from different channels via a CRM or a marketing automation platform, not only does it prevent data duplication and inaccuracy but it helps marketing seamlessly hand off qualified leads(MQL) along with relevant and accurate data associated with the lead,to sales,in order to continue the nurturing process in the sales  pipeline–eventually driving conversions.

Great customer experience 

Customer satisfaction is a core driver of sales and net promoter score(NPS)for businesses. According to customer engagement statistics, 86% of buyers are willing to pay an extra charge for a better experience. It is therefore  important that companies make their products and services available on many channels to ensure all customer demographics are catered to adequately. A satisfied customer is a great evangelist for your business.

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