- Before talking about this topic, we must first establish that omnichannel was born from the need for companies to adapt to the habits of today consumers.
- There are many technological changes that the world has undergone, and no one goes to a restaurant without having read a review post in a blog, nor does a user go on a trip without first checking TripAdvisor, and many are the ones who spend most of the time on social media.
- Companies around the world have not been exempt from this phenomenon, and they have had to go beyond just settling for big brands to sell their product.
- It was necessary to explore more efficient ways of communicating than launching a television ad, where there really was no certainty of the target audience would see it or if it would achieve loyalty.
- These communication strategies were called multi-channel, but they have become obsolete with the technological change of the last decades.
- It was necessary to transform these strategies into more personalized ones, with the aim of retaining the right people at the right time.
- Time has confirmed that it´s not enough to make contact with many people through multiple channels because the presence will be lost and the public perceives that they aren´t being spoken to in a particular way but rather in general.
- So, a way emerged to make all the channels interrelate with each other while delivering personalized messages that will connect with the right individuals.
- This way is a concept and it´s nothing more than omnichannel, whose name has begun to sound more and more.
- Implementing it in a company is important if you want to reach a consumer who is used to immediacy, who spends all day connected and is processing information at all times.
- That is the profile of the majority of consumers today, so if you want to obtain the benefits of omnichannel, among which is creating an integrated communication experience for each of your users, stay with us to read what Whats Next.
- What is omnichannel?
- Omnichannel is the integration of all existing customer service channels, that is, telephone, emails, chats, social networks, among others.
- Upon reaching this powerful merger, the objective is that, if a client began a contact with the company through one channel, they can continue it through another without any inconvenience.
- The idea of omnichannel is also to create an enjoyable, friendly, close and especially efficient user experience.
- For an e-Commerce, omnichannel represents taking advantage of any purchase opportunity of a user, that is, being there at all times, hours and circumstances to serve them in the appropriate way.
- This bearing in mind that today’s buyer connects from any device, be it a mobile, tablet or computer, they are always online looking at offers and evaluating possibilities of buying a product.
- Omnichannel perfectly understands this and seeks that an online business always offers the best communication channel to resolve doubts and concerns.
- Losing a sales opportunity for not being at the bottom of the canyon with your e-Commerce or for failing to give the correct information to that user who is looking for it, is something inexcusable for omnichannel.
- A study carried out last year by the marketing expert company, Spider (called: “Evolution of the customer experience towards the omnichannel model”), for the benefit of a software platform that managed interactions “the preferred channels to contact companies are the telephone (82%) and email (62%), followed by “face to face” (40%), social networks (Facebook is the most used: 20%) and, to a lesser extent, by SMS (15%)”.
- Adapting to the environment that best suits a consumer is the most important decision that can be made for the benefit of sales and is key to building a long-term relationship.
- In short, the definition of omnichannel can be summarized in the intention of unifying all channels to efficiently give the correct message so that the customer feels comfortable and satisfied when communicating through any channel.
- For this, good coordination by all those involved in the company is important.