7 Things About Omnichannel Engagement You Need to Know
If you’ve never heard of the term “omnichannel”, it’s time for you to sit up and take notice. It’s one of the trends that has been picked up on the radar of huge companies such as Salesforce and Zendesk, becoming part of decks of consultants like McKinsey, and and being practiced by social channels like Twitter.
The reason behind omnichannel engagement stems from the exploding numbers and types of devices, and channels, available to customers to reach and interact with brands and businesses. When these channels become available, customer expect companies to honor their commitment to those channels by actually engaging with them extensively on them, no matter what the causes are.
Read on to learn more about what omnichannel engagement is about, why it’s important to you, and how you can capitalize on it to improve customer satisfaction and employee happiness.
1. You’re probably doing it wrong
Omnichannel engagement is about providing consistent experiences to customers and stakeholders across the whole gamut of possible mediums they could reach your business on.
Interactions with someone at a company is probably one of the most personal and value-creating touchpoints for a customer; frustrations or inconsistency among the different channels will potentially turn these touchpoints into ones that generate dissatisfaction instead of higher 巨人集運 customer equity. As such, it’s extremely important for you to understand each channel your customer reaches you on, and how to keep it a pleasant experience every time.
If you think about your own business, what are some of the efforts that have been put in place to help everyone on your team respond consistently to customers? Have you conducted training sessions, set up priority lists, created a task force, and empowered your team with the right replies?
2. It’s changing the way businesses are run
It used to be that having a storefront was all you had to tend to. Eventually came the telephone. And SMS. Then email. And now you have all of the above plus everything from Facebook and Twitter, to Google search, to WeChat and WhatsApp, Messenger, Instagram, Snapchat and new channels that seem to pop up every other day, that customers try to reach you on. Now, if you’re running a business in 1995, you could get away with trying to force your customers to call or email you with queries. Unfortunately (or fortunately, depending on how you look at it), you’re in 2015 and you need to be ready for this multitude of channels.
Having these channels doesn’t only impact operations and customer service. It also impacts your marketing and branding, sales, finance, and human resource allocations, among other things. Think about the potential of turning each of these touchpoints into a brand experience for the customer; about how you could upsell your other products based on channels; how you need to now hire “social media managers” on your team… The impacts are big, and you need to consider all of them as a whole when evaluating how your business is going to thrive in this era.
3. It’s about value, but not just about profits
When we talk about engagement, it’s not necessarily pointing only to sales. Sales for your company can only come when you provide enough value to customers. Back in Marketing 101, you may have heard of the 4Ps – Your Product, Place, Promotion elements need to be in place and providing value before you can even think about Price and how to get back the value as a company from customers.
For many companies, omnichannel engagement may well be integrated into the product (for example, you have an app on phone, tablet and site), the distribution (you try to sell in multiple channels like social and other eCommerce deal stores), and promotions (blasting your ad on offline and online media). Now, it’s even more critical that you have all these channels at hand because it’s highly likely that your customers will vet you across various channels before finally deciding to choose you.
So if you think about it, unless you’re offering enough value such that people want to pay you for it, you can’t be pushing purely for profit anymore – because people will find out. And while you’re there, you’d best be providing