Building Great Customer Experiences through a Unified Omnichannel Strategy -Part II
Unlocking the secrets of a unified omnichannel strategy
In the first part of this blog we described how omnichannel is about a lot more than just building out multiple channels and tying these together. It is about creating great customer experiences and optimising customer satisfaction at all customer touchpoints.
How should you start building such an omnichannel experience strategy?
- Starting from the Customer – Outside In
- Aligned Organisation – Breaking down Silos
- Personalisation – The Market of One
- Technology can help – DX Platforms and Analytics
- Measurement – Optimising and refining
Starting from the Customer – Outside In
Creating a unified omnichannel experience involves putting the customer first and building an experience around his needs and expectations and not as a result of how a company is internally organized.
This requires an outside in approach where all efforts are made to truly understand the customer, his jobs to be done, his pains and his gains. It involves mapping out all the touch points in the customer journey from the initial contact to the purchase and beyond. It includes all interactions a buyer has with the different departments in the organisation and through the different channels whether in-store, on-line, on the phone or via social media networks.
A well designed customer journey map will not only enable you to gain insights into how a customer moves through the buying process but it also can help uncover touchpoints at which processes or programs can be improved as well as the areas at which you really excel. It furthermore will guide you towards creating and delivering the right content at the right time using the right messages answering the right questions and concerns of your customer.
Aligned Organisations – Breaking down Silos
Implementing an omnichannel approach is not easy. The biggest hurdles being siloed structures (across business lines, products, services, functions and channels), legacy systems causing organisational inertia, lack of centralized ownership of the customer relationship and poor use of customer data. These challenges cause the customer experience to be disjointed and dysfunctional leading to frustration and irritation at the customer level and creating a feeling that the company is simply incompetent.
A unified customer experience vision on company level with a shared and accurate view of the customer across the different departments is key for making omnichannel work. Moreover cross-organisational alignment and collaboration on messages, processes, implementation and metrics will help to break down the silos and create great and connected omnichannel customer experiences.
Personalisation – The Market of One
A standardised approach to customer experience will no longer meet the digitally evolving and demanding customer needs. Tailored customer experiences through personalised offers, communication and individually tailored customer care are expected to be the norm. Technology, organisational maturity and data play a huge role in progressing from a basic level (location, demographic or interaction based) towards a very deep level (Big Data enabled) of personalisation. The more personal the experience can be made, the more satisfied the customer will feel.
Technology can help – DX Platforms and Analytics
In order for customer experiences to be seamless, consistent and connected, technology can play an important role to help data synchronize between channels. Digital Experience (DX) Platforms are there to help manage, deliver, and optimize experiences consistently across all digital touchpoints. They coordinate content, customer data and core services, and unify marketing, commerce and service processes.
The emerging analytics tools furthermore can help to mine all available data and provide insights into the past or a look into the future with the ultimate goal to design better omnichannel customer experiences.
Measurement – Optimising and refining
Customer experience metrics and measurements are key to understand the success and results of an organisation’s efforts of rolling out a unified omnichannel approach. NPS (Net Promoter) and satisfaction scores, response times, resolution rates and customer efforts scores all can provide good indications about the quality of your overall customer experience. But numbers alone won’t help you to improve your company’s customer experience. More important is to turn these insights into concrete actions and steps to continuously optimise the customer experience.
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