Mere satisfaction is no longer enough. Enterprises are eyeing an omnichannel approach to turn customers into lifelong brand advocates and are prepared to invest a major chunk of their resources and money for it.
Invesp has found that companies with extremely strong omnichannel customer engagement retain on average 89% of their clientele, compared to 33% for companies with weak engagement.
An effective omnichannel approach can improve your key business metrics, too.
What in the World Is an Omnichannel Customer Approach
A customer journey consists of interactions over multiple touchpoints between your customer and company throughout the customer lifecycle. An omnichannel approach to marketing, selling, and serving creates integrated and cohesive experiences for all those touchpoints.
Once you understand how customers interact with your brand across multiple channels, you can optimize your processes to reduce customer frustration, bridge difficult gaps in the processes, and continuously nudge customers toward a sale.
The Benefits of Going Omnichannel
Your support team often needs help from sales, marketing, support, inside sales, and development teams to map the customer journey. By aligning how this communication takes place, you can not only improve the efficiency of your support reps and product teams but also deliver a consistent and superior end-user experience.
Benefits to Your Product Team
Access to customer feedback allows product developers to uncover customer needs, wants, and expectations. Once rallied, organized, and used correctly, this data can guide you to prioritizing features in your services and products.
Companies with extremely strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel companies. Similarly, strong omnichannel companies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for weak companies. (Aberdeen Group)
Benefits to Your Sales and Marketing Teams
Capitalizing on the interactions that customers already have had with the support team provides your sales and marketing teams with a better understanding of your customers and their needs. This helps your marketing team to market more effectively and assists your sales team to close deals faster.
Consider going omnichannel if your goals are:
- Seamless integration of all your customer communications channels
- Competitive advantage for your business because of optimal CX
- Higher CSAT by better customer issues addressal