A maxim in the business world is that “most companies go bankrupt for lack of customers”. The challenge of creating customer value is a strategic objective for any company and this is where omnichannel does its job impacting business indicators.
The omnichannel approach puts the customer at the center of the strategy. The customer is the central axis and his needs determine our business. This is not new. We often hear the phrase “the customer is right”, which is not always true, as many of them don’t really know what they need and are waiting to be surprised, so sales are pure creativity.
Omnichannel refers to the integration of all existing channels in the company to achieve customer satisfaction, in such a way that they are interrelated so that a customer who initiates a communication through one interaction channel can continue it in another.
Efforts towards the customer should be focused on satisfying needs in a creative and profitable way, meeting their expectations and, if possible, exceeding them, in order to gain their trust, which will allow us to activate repurchase and recommendation in their circle of influence. If we work on this, the reward is a snowball of satisfied customers helping our business grow.
It is key to ensure a homogeneous and coherent customer experience through detailed research and knowledge of their expectations, behavior, expected joys, pains and anxieties that affect them, priorities, among others. For this purpose, the use of support methodologies such as customer jurney map, empathy maps and buyer persona construction is recommended.
An omnichannel strategy allows offering a single experience no matter which channel is used to serve the customer, seeking the total commitment of all areas and processes with the omnichannel vision of the company. To achieve this, all contact channels (web, ecommerce, telephone, email, social networks, chat, forms, etc.) must be integrated into a single platform, giving them the appropriate follow-up and taking advantage of all customer data.
We must review in detail the evolution of audiences and audiences, so it is key not to neglect the millennials. Today, this demographic sector of those born between 1981 and 1995 will make up 30% of the audience that buys on the Internet or through digital channels. It is key to know them in detail and understand what their preferred media are. The reward will be in the power of the referral or WOM (word of mouth), since 61% of them share their customer service experience with their circle of influence.
Today, customer service channels are a valuable source of key data to achieve more sales, rewards and sustainable growth. At Order Tech we are here to support you in the design and implementation of your tailored omnichannel strategy. Our experience in organizational change management, impact on productivity and use of emerging technologies applied to the creation of value at the front end of your business model ensures that omnichannel is part of your growth strategy.
