Did you know that 89% of your customers can be retained with an omnichannel customer engagement strategy in place? This is in comparison to 33% of companies with weak Omni Channel strategies, says a recent studies by Aberdeen Group Inc. Customers today expect more. They seek seamless and consistent customer experience online. A survey conducted by Lordhouse on 7,000 customers across 7 countries shows that “67% of online shoppers have made purchases that involve multiple channels in the past 6 months.” Consumers do not want to be restricted to a single communication channel. They are demanding technology that will allow them to start communicating on one channel and then smoothly glide on to another without having to restart the conversation. In other words, they are asking for omni-channel communications, but the real question is – are you ready for this?
Why and How Brands Must Go Omni-channel
MIT’s recent report, Beyond the Checkout Cart, states that “the omni-channel consumer is the central force shaping the future of e-commerce and brick-and-mortar stores alike.” It further suggests that “80% of store shoppers check prices online, with one-third accessing the information on their mobile device while inside the actual store.” The figures indicate that the consumers are approaching retailers from multiple angles. So, a contact center needs to gear up to stay ahead of the curve with the following strategies:
- Redefine Your Brand’s Digital Presence: Test your conversion path and optimize your landing pages, both online and on the mobile web. If you are about to establish your social presence, device a creative strategy that is tailored to suit the specific needs of your consumers. Utilize all social media platforms, such as Facebook, Twitter, G+, Instagram, blogs, YouTube and Google Hangouts. Make sure you are present everywhere that your customers might look for you.
- Prioritize your Search Strategies: Implement a search and optimization strategy to enhance brand search and ease of accessing your agents. Float content that drives customer engagement.
- Site Retargeting to Attract Existing Customers: Collate and analyze the data of the consumers searching for the products or services you represent. With your CRM database and the queries/complaints addressed at your contact center, generate a list of features or services the consumer is looking for or value most in the brand you represent. Improvise your service/product pitch accordingly. Devise relevant and personalized information, targeting the existing customers encouraging them to repurchase.
- Connect the Dots with the Mobile Web: The mobile web allows retailers to connect and reach consumers at any time of the day. Devise a mobile marketing plan, with the help of mobile applications, coupons, live-assistance and so on to drive customer engagement.
Your omnichannel will work if you:
Leverage the changing consumer behavior pattern by repositioning your brand and value proposition. Steer clear of the conventional approach that might make you lose market share or cut down on profitability. Create a seamless, holistic and uniform channel of communication to stay ahead in the race.