Today’s customers expect to do business with you the way they want to do business with you. That means you have to be prepared to hear from – and respond to – them on multiple channels, from phone and Facebook to Twitter and live chat. Companies who ignore the importance of a clear Omni-channel strategy do so at their own risk. The result of not getting this right means lost revenue and a direct hit to the bottom line.
If customers can’t communicate with you the way they want to, they will find someone else with whom they can.
Given the fact that the Omni-channel approach to customer experience is not a new phenomenon, and that it has a direct impact on customer retention (and a business’ success) it nevertheless remains a challenge for businesses of all sizes. In my work, I see a lot of avoidance when it comes to adopting Omni-channel capabilities.
Here are five steps for facing this challenge head-on.
- Take the time to perform an internal audit. Even if it means delaying new projects, you have to be willing to take an honest look at your current strategy. One of the best ways to understand where the “holes” are in your customer experience is through customer journey mapping (click the link to read more about that), which should really be the first step in any
- Know your audience. Whether you have valuable CRM data to sophisticated data analytics on your customers and target audience, take time to understand and validate these demographics, as they will help you define the right priorities based on those you are communicating with.
- Next, based on your target demographics, identify your Omni-channel priorities. For example, if you are only serving baby boomers, you may have different priorities than a company serving primarily millennials. It’s important to understand which channels the majority of your customers use, and focus on those first. Make your strategy a logical, low-risk plan based on return-on-investment. There is also research to determine by demographics what channel of communication your target audience may look to and, the whole plan can be handled in pieces for management costs and deployment- it is just not acceptable to do nothing!
- Armed with a 360-degree understanding of your needs, it’s time to determine which technology platform works best for your business. Be aware: there are a lot of platforms to choose from, and not all of them offer full Omni-channel capabilities. It is big and scary out there; don’t be afraid to seek out experts to get help in navigating the maze of technology options and vendors. CHCG provides free information, introductions and help in initial search phases!
- Implementing new technology into any business can be a challenge. Before you undertake it, you should develop a plan that, among other things, allocates staff and other resources and identifies key performance indicators (KPI).
I thoroughly enjoy working with companies to dig in to projects like Omni-channel integration, and I welcome your questions about this important topic. As I mentioned above, businesses who ignore this won’t be around for long. You can contact me directly through email or by phone at 218-286-4006. Also, follow us on LinkedIn, Facebook (@thechcg) and Twitter (@thechcg1), where you will find my further pontifications on all things Omni-channel.
