karemsmithh

[karemsmithh]

Omnichannel: The new solution for the best customer experience

The last year I decided to live abroad; I was so excited to start something new in my life, a new city, new experiences, and live alone for the first time in my 32 years. I was thrilledd to decorate my new house, decide on colors, and buy fancy furniture. I thought it would be the best experience, like in the movies. Then, the reality of buying online appeared; no stock, no colors, and problems with the delivery; I went from happiness to despair and annoyance. I called many times to customer service and the advisors, more than solutions, gave me excuses of why my product didn't arrive at the time. If I wanted a refund, I needed to go to the store (far from my home) to ask for a better solution or wait 40 days to receive my refund because they could not do the transaction online or by phone. I  was upset with huge companies like Walmart and IKEA, and I couldn't believe the bad customer experience and the lack of coordination inside the company. Like me, customers now expect not only different channels to interact with the company but a single experience. How can companies improve their multichannel experience? The omnichannel strategy could be the solution for many companies looking to improve their customer experience. To sum up, Omnichannel's strategy puts customer experience at the center of decisions anticipating consumers' movements along sales and customer services channels. When we decide to leap from multichannel to omnichannel, it's essential to understand how to create seamless communication among channels. For that, it's necessary to understand our clients through analytics. Also, we need to adopt a customer-centric view, understanding that we are only one company for clients, and they expect a single kind of communication in each channel. There are many ways to enhance the multichannel into Omni-channel. First, it's essential to add analytics to analyze the customer experience patterns in the buyer journal and customer support more profoundly; this analytics needs to be in both digital and physical channels. Also, although all products must be available on all channels, it's necessary to review which products have more demand in each channel and ensure their availability. For example, if a product has a high demand on the Instagram channel, the client needs to buy it on Instagram with a click. On the other hand, we can improve the experience by assuring that we have the best channels for our product. For example, if our product needs a lot of visualization, the best channel could be Instagram since we can create more photo content. Still, the channel must also be ready to solve doubts, sell, and respond to post-sale questions or inquiries. Finally, it's crucial to understand that our online and offline channels support each other; the omnichannel strategy must consider both types of channels and create a goal for each. For example, we can add the "pick-up" option to each of our online channels   First, to understand how omnichannel is related to seamless communication, we need to understand the definition of seamless communication. Seamless communication makes it easy for customers to change channels without starting their transactions from zero. For example, if a customer begins their purchase on their desktop with seamless communication, they can finish their purchase on their smartphone. Seamless communication it's part of a usable omnichannel experience, and it's essential for Omnichannel. Now, customers have more than just one device, and life change context faster. Therefore, organizations must decrease the barriers and differences between channels and create a homogenous experience for customers throughout their journey. Also, by creating seamless channels, companies differ from their competitors without starting a price war or challenging promotions over time. Finally, According to Mallika Kazim, "research indicates that customers will interact with your business (10) ten times on average for every purchasing decision" (Kazim, n.d). Most customers prefer to abandon the task if they see too many difficulties completing their purchase; more potential customers can finish their transaction with an excellent seamless communication strategy.   Like marketers, we need to think and see beyond promotions and campaigns and adapt our strategy based on an excellent customer experience.

[karemsmithh]

Tengo un sueño. He vivido un cuarto de siglo y soy Máster en Management con especialidad en Financial Management & Control de una prestigiosa escuela de negocios española y Administradora y Licenciada de Negocios Internacionales de una reconocida universidad peruana.

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