Creating a seamless customer experience across your channels has the potential beyond your imagination.
In the first place you had the almighty multi-channel strategy to reach your customers. Without any synchronization, businesses tracked the interactions separately missing the chance to reflect a unified brand image. The valuable data derived from customer experiences went unprocessed leaving you with basic P&L calculations for each channel. Then came the cross-channel phase where you tried to initiate cross selling opportunities with a consistent identity across all channels from your web page to in store screens. But the game was not over, digital marketing had new things to offer.
For those who are new to the concept, omnichannel marketing means creating a consistent and seamless customer experience across all your channels. With the rise of digital revolution and mobile use penetration, customers demand the same satisfying experience regardless of the channels they use to interact with brands. Omnichannel strategy occupies you with needed unified and integrated system to initialize more personalized customer experiences so that you can have better engagements.
Why should a business owner consider implementing omnichannel marketing strategy?
So what does that mean for your business? Maybe it will be better to summarize some great benefits of this strategy to demonstrate a clearer view:
1) Customer placed in the center of the strategy
Remembering the age-old business mantra ‘Customer is the king’, omnichannel provides you the most customer-centric channel approach that you can plan and execute. Regardless of the channel used, unified customer experience is at the heart of the processes. As your customers navigate between different touchpoints they will experience a more personalized journey.
2) Improved organizational structure and better collaboration between channels
Since unifying the experience across all channels is crucial for omnichannel marketing success, different departments need to work closely to implement the tasks in harmony. From online marketing to customer service, IT and other involved departments, coordination and collaboration will lead to time saving and cost efficient results.
3) Unified data gathering and processing for new lead opportunities
Integrated channel structure delivers more efficient data processing and analysis on user experiences. Customer behaviors across channels are closely tracked for timely and triggered marketing actions in omnichannel strategy. Lead generation is a consistent process through different experiences.
4) CRM embracing all the channels in the customer journey
Complaining about not having a 360 degree view of customer relationship in your CRM system? Then omnichannel marketing strategy may be the right answer for you. Holistic nature of this strategy will push you to implement all the necessary configurations so that you will have a more robust CRM system.
5) Better inventory management & channel profitability analysis
If your product line consists of physical goods, this strategy will lead you to the inventory intelligence, where all the touchpoints consistently talk to each other to deliver the correct information. It may seem challenging to constructat first, but once settled with no issues, this method leads to higher profitability and customer satisfaction. Also omnichannel strategy gives you a clear understanding of channel performance so that you can proactively take actions to focus on more profitable touchpoints.
6) Consistent brand image
You don’t want to look inconsistent in different channels your audience gets in touch with you. Same brand image across all the touchpoints is the key to build trust. Omnichannel marketing brings you the opportunity to accomplish that with its unifying nature.
If you’d like to have more information on how omnichannel marketing will add value to your business, please feel free to contact us.