What does omni-channel really mean?
What does omni-channel really mean?

What does omni-channel really mean?

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Supporting clients who want to deliver an omni channel customer experience is our primary focus at Intilery. Our clients put customer experience at the core of their business, and so we help them deliver omni-channel conversations to see them be rewarded with higher customer lifetime value. But what does omni-channel really mean?

Breaking down the silos

As you know, customers research and purchase within multiple channels, in fact it’s fair to say they are channel agnostic.

And you’ve got teams that help you meet your targets in each channel, whether that be driving footfall into store, those who look after your onsite CRO (Conversion Rate Optimisation), email marketers and social media gurus. Your multi-channel strategy has been heavily invested in, and the process may be slick and financially rewarding to a degree but customers expect consistency and reliability across channels – can you say with certainty that this is what you are providing?

True customer engagement is about more than consistency of brand –  it’s about consistency of experience. To leave these teams working in silos, in itself results in a disjointed strategy that fails to optimise on gathered insight. A disjointed experience often results in an uninspiring journey for the customer.  

The challenge lies in transforming your multi-channel strategy into an omni-channel one by choreographing a holistic approach to data capture, so the experiences you deliver are consistent AND relevant.

The multiple channels available can then be connected by harnessing the power of the data gathered from each touchpoint, and delivering the right information, offers and behavioural nudges at the right time.

Mapping the customer journey

More specifically, an omni-channel strategy will focus on understanding your customer and their needs at a granular level. Start with customer journey mapping to see what steps each customer takes, and ensure you test (using A/B or MV testing) which events either frustrate or inspire them through that journey. Doing this helps you to connect with the multi-tasking customer, and develop your contact strategy so you can guide them through their own personal journey more quickly and efficiently.

Customer journey’s are not linear and not channel specific

Creating Seamless Experiences

Customers don’t browse or buy in a linear way. They prefer to jump to and from channels both off-line and on-line in a way that’s convenient and unique to them in order to satisfy their own practical and emotional reasons for purchasing.

Opting to understand this through an omni-channel perspective means you can connect to the consumer seamlessly in a way that matters most to them, significantly reducing the effort on their part – which is exactly what they want. We hear retailers often complaining that their conversion rates onsite via mobile are significantly poorer than on larger screened devices. Customers don’t consciously consider device when shopping, they will appreciate the effort you put in to embrace this way of shopping by meeting their needs cross-channel.  This can only be achieved omni-channel.  So, work your multi-channel strategy better with an omni-channel approach.

Intilery is a unique and powerful customer experience engagement technology that will gather, sort and analyse all of the omni-channel data into an easily digestible format so that even the least data-savvy marketers can pull actionable insights. If you want to put customer experience at the heart of your strategy, contact us for a free engagement audit.

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