Omni-channel strategy: How it works
The digitalisation of companies is an unavoidable and constantly evolving subject. The behaviour of consumers is continually evolving and interaction channels are multiplying. According to Deloitte, 60% of customers use at least 2 points of contact during an enquiry. They therefore expect a consistent and seamless customer experience across all channels.
In addition, consumers attach extreme importance to the quality of customer relations received. Since it is so easy for a customer to voice their opinion online, it has become essential to adopt an effective omni-channel strategy.
What is an omni-channel strategy?
An omni-channel strategy is the implementation of a conscious and planned synergy between the different contact channels in order to optimise your customer experience. By doing so, you will maintain consistency in your customer journey by pursuing a continuous and permanent exchange with them.
What about multi-channel?
Multi-channel is completely obsolete. A multi-channel strategy will deploy a series of different channels that are made up of silos and therefore do not communicate with each other. As a result, the agent in charge of a request cannot consult the customer’s history in real time. A customer is therefore forced to repeat their request each time they make contact. On the other hand, there is a great risk of receiving different answers each time. The conclusion is that the customer will be unsatisfied and will lose confidence in your brand.
How to adopt an omni-channel strategy?
Let’s start by recalling the objective which is simple and complicated at the same time: it is absolutely necessary to personalise your customer journeys by making it simpler and more intuitive. Thus, your omni-channel customer relationship strategy must align with the expectations of the modern consumer.
Homogenise your data
According to BCG 70% of clients want your advisors to have access to their preferences and history, hence the importance of collecting all data in one place. All this data will allow you to better target their needs and interact more fluidly, personally and efficiently throughout your various points of contact. It is a great way to put your customers at the centre and build customer loyalty.
Connect your different channels together
Omnicanality is defined by the fact that each channel is connected to the others and that information flows instantaneously through it. Therefore, it is important to focus on the synchronization of communication channels in order to provide a consistent and seamless experience for your customers.
Humanise your contacts
The goal is to optimise your customer relationships. It is therefore important to put the human dimension at the centre of your omni-channel strategy. The human dimension allows you to establish a relationship of trust; the customer feels understood and taken into consideration. Furthermore, the human can respond with fluidity to complex requests, for example complaints.
In conclusion, if you personalise your customer relationships, not only will you increase your sales, but you will offer a more qualitative customer experience and obtain superior customer loyalty.
Nixxis is your partner of choice to improve customer relationships. Do not hesitate contact us for a demonstration of our Nixxis Contact Suite solution.