Businesses today are impacted greatly by the internet as almost everything we see or buy can be found on the internet. So, what does it imply?
Well, it implies that today’s digital service has pushed businesses to rethink their services. While traditional marketing media such as printed ads, mailboxes, and commercial TVs are still effective, they are no longer enough to help businesses stay competitive. Traditional marketing might no longer effective to bring good customer experience as customers now are looking for convenience everywhere – they want the services and products to come to them and not vice versa. Owing to this attitude, businesses that create good customer experience can have a higher chance of business and marketing success. A survey by Invesp showed that customer experience has a huge impact on business that poor customer experience would drive consumers to stop buying at stores. On the other hand, highly valued customer service will see 6 to 7 times more new customers while retaining the old ones.
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How to create a better customer experience?
One of the best ways is by adopting the advantage of omnichannel. Omnichannel is defined as seamless, effortless, and high-quality customer experiences that occur within and between contact channels. Omnichannel can also mean letting your consumers dive further in your store by utilising current technology like smartphones, tablets, or websites.
In a simple term, omnichannel is you being around your customer – in their smartphones, emails, high-street, social media, etc. – whenever and wherever they need. Consequently, omnichannel marketing will eliminate barriers and distinction between you and your potential buyers, thus creating a better experience.
The growing omnichannel marketing
According to Market Watch data, global omnichannel retail commerce platform is expected to grow from USD 2.99 billion in 2017 to USD 11.01 billion by 2023 at a compound annual growth rate of 21.48 percent during the forecast period. The driving growth is caused by today’s increasing adoption of e-commerce for convenient online shopping purposes and the rising adoption of smartphones and tablets. Retailers, in regard to this, will see great enhanced operational efficiency which increases their sales and profits. Not to mention, it can also benefit retailers in terms of knowing customer behaviour and purchasing habits, thereby reducing store traffic and minimising expenses.
Just like any other method, this robust marketing strategy is far from perfect. Seen in a data proposed by Target Marketing, surveyed marketer claimed that the biggest challenge is lack of budget, lack of personnel, and accessing data across channels. With these, marketers should improve their strategy to get better personnel with the necessary skills to hold brand’s omnichannel marketing.
Another challenge is proposed by Cambridge that omnichannel marketers might have difficulty when jumping from business-centric to customer-centric practices. The struggle is putting the customer at the forefront when new omnichannel marketers want to create an integrated experience for consumers.
Key factors to win omnichannel customer experience
As mentioned earlier, the barriers of omnichannel lie in how company provide their stores to customers through various channels. Therefore, the best practices to engage your consumers is by ensuring consistency experiences all the time. Commonly, customers look for receiving personalised interaction and conversation with brands. Thusly, you should provide these key factors proposed by Cambridge to win the hearts of potential buyers through your omni-marketing.
- Convenience is the central principle of strong customer experience. 71 percent of consumers wanted to view in-store inventory online while 50 percent expected to be able to buy online and pick up in-store.
- Consistency can create an indispensable experience that unified brand and customers. 57 percent of consumers cited that they want a promotion to be consistent across multiple online, offline, and social touchpoints.
- Relevance is another expected thing by buyers. You should provide a highly personalised communication with your consumers. Transaction and user behaviour should also become measurement in communicating with your potential buyers.
- Empowerment – You should build consumer loyalty by empowering them with the best and relevant information for their purchasing decisions.
- Agility – You should make use of every platform and technology to your approach. 80 percent of consumers stated that they are more likely to evaluate solutions from brands they follow on social media. Therefore, adopting tools and analytics that recognise market changes and shifts in buyer behaviour is important to help you create fast action when opportunities come.
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