What does Omnichannel Business mean?
Omnichannel marketing is a lead nurturing and user engagement approach in which a company engages its customers or prospects on all channels, platforms, and devices to learn more about its products, offers, and support services. This means that not only would a certain business offer support on their website, but they would also offer support through Facebook Messenger, Live Chat, E-mail, and Phone. This way, they can find customers through all available avenues and bring them along the path to purchase. And on the business side, the company can use all of the data from customers to understand their audience across channels.
Where Do Surveys Fit into the Omnichannel Customer Journey?
Businesses reach and engage customers through a multitude of channels. Now, the question is how do we get feedback on those channels from those customers? Omnichannel marketing allows customers to share feedback seamlessly across many channels. Businesses can create short surveys and personally send them across to each customer via a particular channel. For example, when a customer talks to a live agent via chatbot on the website, they can rate their experience on the spot after the chat closes. If you think about it, customers rating their experience is a survey in itself. Another example would be on Amazon. Amazon designs its customer service channels so that customer care agents can have the ability to resolve customer issues as quickly as possible.
Omnichannel versus Multichannel
Omnichannel is an integration of multiple channels whereas Multichannel means keeping channels of communication separate when it comes to data analysis. The goal of Omnichannel is to make the business’s data talk to each other, regardless of the channel of interaction with customers. This means consistent engagement no matter where or how a shopper is interacting with you. With Omnichannel, the customer is the center of attention. It focuses on the needs of the customer, providing them with personalized, effortless interaction. This allows the business to track all audiences together, no matter their channel, and get a more holistic understanding of who their customers are and what they’re looking for.
On the other hand, with Multichannel, each channel of interaction and data is kept separate. Feedback is given separately on various channels and platforms and addresses specifically in that channel’s strategy. The downside of this is that the business doesn’t get a holistic view of all customers interacting with their brand. However, on the upside, you interact with your customer via social media, by phone, and in your physical store, and can build strategy specific to each of those channels. Your online presence is on point and your customers know where to find you.
Benefits of Tracking the Omnichannel Journey
In any business, customers come first. According to Salesforce, customers expect an easy and seamless experience whilst shopping, similar to Amazon.com. Customers want everything to be right there in front of them when they shop online. One of the main benefits of tracking the Omnichannel journey is customer retention. Businesses want as many customers to stay loyal to their brand for as long as possible. This means paying attention to their needs comprehensively, regardless of how they find your brand. According to Forbes, omnichannel marketing allows your business to remain relevant and competitive in a crowded market. It allows you to connect with customers on a personal level so that they can turn into lifelong customers in the future.
Another benefit includes an increase in revenue. Seamless experience plus happy customer equals increased profit which means increased revenue. These efforts help brands retain customers and attract new customers through content personalization and word-of-mouth marketing. This leads to more revenue.
Understanding Your Customers’ Experience with PxidaCX
Retaining customers is what counts for your business to increase its profits. By sending out quick and efficient surveys to your customers, you can figure out what matters most to your customers to personalize their shopping experience. Try out PxidaCX today to see how gathering and implementing customer feedback can help your business grow!