Omnichannel Customer Experience Tips for Startups
What is an omnichannel customer experience?
Customer experience is crucial for any brand but especially for a startup company that will need to build up a brand name from nothing. Therefore, they need to build a customer-focused strategy. In our digital era, customers can interact with a business via multiple channels where the customer journey can be shaped. Since a customer can easily switch from one channel to another during this journey, marketing, sales and customer support need to be synchronised. Some of the touchpoints of the customer can be voice, social media, email, website, live chat and in-store.
Difference between omnichannel & multichannel customer experience
Most of the businesses have multiple channels in their sales and support services. However, having multiple channels does not mean that the business integrates these omnichannel experiences into an omnichannel strategy.
Multichannel businesses usually have different sales and support channels such as websites, social media accounts or brick-and-mortar stores. However, the strategy they follow can differ from channel to channel. For instance, they focus on sales on their website however, their Facebook page is used for customer service needs and these experiences won’t connect or be easily visible to contact centre agents.
Omnichannel businesses on the other hand interact with customers through a variety of channels. The focus is on an integrated experience for the customers which improves customer interaction with the brand and increases sales. Omnichannel experience is very important because it increases personalisation and loyalty.
Tips on how to build an omnichannel customer experience
1.Understanding the audience:
Deep research needs to be conducted to understand the people who make up the audience. The outcome of this research, the demographic of the consumer, helps to better understand customer needs. For instance, if the target audience is mostly the younger generation, then online channels may be the most appropriate to interact with the consumer.
2. Mapping the customer journey:
After identifying the target audience and what channels to focus on, the journey of a customer to purchase a product, and beyond, should be mapped out. The areas where an omnichannel experience can be implemented to enhance the experience should be highlighted. This way, it is possible to assist customers or ease pain points. For instance, the customer is about to go to the online basket and checkout but he or she is not sure about a specific product feature. This last-minute problem could prevent the sale but intelligent use of chatbots could help finalise the purchase.
3. Implementing responsive websites / apps
Customers access websites and apps from their mobile phones, computers, or tablets, all having different screen sizes and resolutions. An effective way to impress the customer is to have an online store easily accessible, readable and user friendly. Only in this way, it is possible for the customer to have a satisfying experience while they look through your products online.
4. Integrated omnichannel contact centre
One support system should be providing service across a range of channels. This strategy to enhance customer support can be managed through a single contact centre. There are different ways to contact the customer: live chat box, web call, video call, etc. The key is to be able to provide these options from one system.
5. Continuing omnichannel experience after-sale
Pre and post-purchase support need to be offered across a range of channels. This helps raise trust and brand satisfaction.
Conclusion
Setting up an omnichannel contact centre in the UK can be challenging, strategy and technology need to work in harmony while paying attention to the tips we shared above. The approach needs to be data-driven, comprehensive, user-friendly and efficient. All customer experience agents have the potential to be real brand ambassadors providing customers with an excellent journey.
