The omnichannel customer experience seems simple, but how can you coordinate every aspect of a customer’s journey throughout a multitude of channels and touchpoints? We explain in this article.
Ah, omnichannel. Who knew that creating a coordinated and seamless experience across all possible channels would be so complicated?
Everyone. We all knew that pretty much from the start.
In omnichannel CX, “why” isn’t the mystery. Most businesspeople intuitively understand the need for a brand experience that’s consistent regardless of where the contact happens. We know how frustrating it can be when the experience (and information) changes from channel to channel.
We also know why omnichannel CX is so hard to do: there’s a lot of moving parts. Assembling a cross-functional team can be difficult. Integrating tech and channel data is time-consuming. It’s hard to know where to start, what to prioritize, and how to fund such a resource-intensive investment.
In short, omnichannel CX is expensive. But it’s also something that customers want. So how can CX teams bring some clarity to this project?
Omnichannel vs. multichannel
Omnichannel clarity begins with the definition of omnichannel. Having multiple channels customers can use to connect with your company is not omnichannel. That’s multichannel. Omnichannel only happens when a customer’s experience is the same regardless of which channel they use.
Brands have been multichannel ever since the telephone joined letters as a communication method between customers and businesses. To this dynamic duo we can now add print and digital advertising, websites, emails, chat/messaging (human or AI powered) and a wide range of social media platforms. The challenge lies, not in a dearth of communication options, but in deciding how to embody your brand experience on each channel. Once customers feel they can contact your business via any channel and still get a great experience, you’ve cracked the omnichannel code.
There’s no magic omnichannel bullet
Of course, that’s a lot easier said than done. Each channel demands a special approach – and often a team of people with specialist knowledge. And while companies can build such teams, it takes time and money. This becomes even more daunting when you consider that true omnichannel includes all your company’s touchpoints – not just the ones that are the most popular.
So omnichannel CX is definitely a long-term goal. It’s not something you can expect to complete next quarter or next year. There will be no shortcut through the hard work. But that doesn’t mean you can’t get started on it right now.
Here at CX by Design, our team loves the motto “Start where you are”. And that’s exactly what you have to do for omnichannel CX:
- Understand that omnichannel is a long haul.
- Learn about the journey and what to expect as you take it.
- Begin with the current channels open to your customers. This will help you along the slow but rewarding journey to a true omnichannel customer experience.
Want to learn more about how to move from multichannel to omnichannel? Check out this case study on how we helped Gore to rework multiple processes and experiences: A Roadmap for Omnichannel Transformation Using Near Term Strategy
How good is your omnichannel experience?
Assuming you understand what channels your company is using (and how they use them), what’s next? How do you start implementing omnichannel CX?
The key is that you don’t have to do it all at once. It’s usually more feasible to start by tweaking your most popular channel. Once you’ve identified where the most customer activity is, analyze:
- How customers use the channel.
- How your company presents itself on the channel. Does it match the rest of the customer experience, e.g. browsing on the website, talking with a rep online, or being in a physical store?
- What metrics are being used to measure channel activity, and what the usual results are.
- What gaps in the experience do you see? What can you do to close them?
This information won’t just help you improve that channel’s CX. It will help you establish a baseline for other channels. It’s the foundation of a repeatable way to implement an omnichannel experience – one channel at a time. And if you need help understanding or simplifying your customer journey, reach out to the CX by Design team. We offer a free 30-minute consultation that will help bring some clarity to your CX issues.
