A customer connected 24 hours a day who demands greater attention, whether your store is physical or online.
In other words, investing in Omnichannel can represent an important strategic differentiator for your business. Check out everything about this strategy here.
But what is Omnichannel?
You may not have heard of Omnichannel yet, but after reading this article you will certainly understand how this strategy can optimize your results.
This is nothing more than a sales approach across multiple channels that provides an interesting experience for the customer.
In other words, different communication channels are used simultaneously and in an interconnected manner, with a focus on strengthening the relationship between the online and offline worlds.
Like many digital marketing terms , omnichannel is an English term that, when translated, can mean “all channels”.
And all of this is done by building a strategy focused on user experience. All means of contact with this consumer, integrated with the forms of communication and service available in the company (websites, social networks, salespeople, etc.) are viewed together to transform this customer's experience with your brand into the best possible one.
An example of Omnichannel is when you are on Facebook and can canada business fax list purchase or acquire a discount through the brand's app.
Or, when you are reading a blog post and have access to the exclusive collection directly from that post.
From the moment that the various channels available in your company communicate with each other and are part of a strategy to attract and capture leads, we can call this Omnichannel.
It may seem difficult, but it isn't. The secret to making this strategy work is being able to plan your actions .
What are the benefits of this strategy?
Remember when we talked about focusing on the user experience? That’s the whole point of making your business omnichannel.
When we put the customer first, the likelihood of them feeling more satisfied and consuming your company's products is even greater.
This means that your results are enhanced: increased chances of improving the service offered, sales, customer loyalty and your company's image in the market.
But the benefits don’t stop there. A survey by Aspect Software showed that when businesses use omnichannel strategies, customer retention rates can be up to 90% higher than businesses that don’t use this strategy.
Change in your company's consumer profile
The internet has become a fundamental part of most people's lives. Anyone who thinks that this is limited to social media is very wrong.
This becomes clear when we take into account data from a survey carried out by SPC Brasil and CNDL, which indicates that 5 out of 10 consumers usually research on the internet before making a purchase in a physical store.
Furthermore, companies' communication channels are highly sought after by consumers. It is estimated that websites and chat are the most used, reaching 61% of preferences, followed by email, telephone, WhatsApp and social media.
This indicates that consumers are increasingly more attentive before making a purchase and have higher expectations regarding the brands they follow.
Therefore, it is necessary to ensure that regardless of the purchase and contact channel that the customer decides to use, the experience will be satisfactory , whether online, in person or via telesales.
This includes ensuring that services, regardless of the platform used, are integrated, with their data and history recorded.
How to make an effective Omnichannel strategy?
Through Omnichannel, it is possible to improve the services/products that your company offers, sales, customer loyalty and even your brand image.
So how do you create a strategy that really works and thus have all these advantages in your business?
First of all, you must know your persona . Through this knowledge, you can have several pieces of information that will contribute to the success of your Omnichannel strategy.
You must also have a real analysis of the communication and sales channels available to your company, which is the main access channel for these customers, what the response time is and several other relevant information to invest in Omnichannel.
Remember that customer experience is the focus , so it is better to invest in the number of means through which your company can provide effective service than to have dozens of channels and not be able to meet demand in the best way.
And this analysis can even indicate whether it is necessary to increase your customer service team or invest in a new tool.
Another interesting tip is to integrate sales channels with relationship channels. Both are important, but together they can quickly and easily raise the level of your business.
The more you know your customer, the more ways you will have to improve their experience when dealing with your business.
Know the customer profile
As previously mentioned, customer experience is the main focus of this strategy. To start and be able to plan actions, you need to know who the customer is and what fits their profile. The famous persona.
You need to understand what your customer’s needs and wants are. The answers and solutions need to be found within your company! This is how a potential customer decides to close a deal.
Directing your customer in an accessible way and facilitating the shopping experience at your company is essential to achieving your results.
Evaluate your channels
Knowing which sales and communication channels your company uses is essential. But beyond that, knowing how to identify what has brought results or can still be improved is one of the key points to achieving success.
You need to be on all the channels your customers use, ensuring quality service and clear, efficient communication.
Plan your Omnichannel strategy
By knowing which channel your customer profile uses most, the company must personalize and integrate service across all channels.
This means that, during the purchasing journey, the customer experience must be not only pleasant, but also conducive to closing the deal.
Don't forget to integrate channels
An important point is to ensure that the data collected from the customer and their browsing history is maintained and integrated with all of the company's channels.
This means that for Omnichannel to work, technological innovation is an ally. After all, it is important to unite all information and share it on a single platform in real time, allowing access regardless of the channel.
Don't forget: This doesn't mean that the responsibility lies solely with your marketing team. After all, nothing is limited to sales channels, but also to all logistics and sales processes. The focus when investing in Omnichannel is to reorganize and optimize results.
How do I know if my company is ready to invest in this?
Companies that have been on the market for a longer time are investing heavily in Omnichannel, but there's nothing stopping your newly-started business from investing as well.
Use communication channels with your customers and start investing in improving their experience.
What complaints or suggestions do they make the most? How long does it take for communication to be made? Remember when we talked about analyzing the available channels?
So start now and take a closer look at the current situation of customer service and sales in your business. This way, you can come up with ideas for promotions or discounts to improve your sales, for example.
Omnichannel is one of the many strategies used to boost your business, as is Digital Marketing . Therefore, the more knowledge you acquire and apply, the more ways you will have to improve your sales.
What are the main challenges of this strategy?
Now that you know about Omnichannel and how to invest, it is important to know the challenges of putting it into practice.
First of all, it is important to remember that planning actions is very important for your business. This way, it is possible to estimate what the possible gains are and what needs to be achieved to achieve them.
Your company's marketing team will face this challenge: integrating all channels and thus optimizing the customer experience and ensuring good execution.
To achieve this, one way to feed your company's strategy is to have closer communication with your consumers and potential customers. Listening to feedback, suggestions and criticisms allows your entire team to look at a certain part of marketing from the perspective of those who are most interested.
Now that you know everything about Omnichannel and how to apply it to optimize results, all you need to do is take the first step to ensuring a good customer experience across all of your company's channels.
