Technology is advancing at an astonishing rate and its impact is felt everywhere. Mobile technology has become so deeply rooted in our daily lives, that it affects the way we communicate, work, learn and, of course, how we shop. The question is, how does is affect your business?
What is Omnichannel Retailing?
Modern customers spend much of their time online, continuously engaged with various mediums. They are no longer committed to a single sales channel. There are many purchasing paths they can choose from.
Customers expect a seamless and consistent experience whether they are interacting with your brand on their mobile devices, in your store or on your Facebook or Twitter pages. This is omnichannel retailing, which refers to the integration of your brick-and-mortar stores and online operations, creating a single entity that offers one congruous shopping experience.
Being able to provide this customer experience is necessary if you want to keep up with consumer expectations and continue to grow your bottom line.
The 5 key factors to deliver perfect Omnichannel Customer Experience
We have identified 5 key factors to deliver a great Omnichannel Customer Experience.
In today’s world convenience is not just a benefit—it is central principle of a strong customer experience. Think how you can save your customers time, lower their effort to buy from you and make their life easier. Improving convenience will result in customers coming back for more.
Consistency is the secret ingredient to making customers happy. It is also indispensable to create experiences based on a unified brand presence that consumers can trust. Customers want to have confidence that you will deliver on your promises every time, not just when it’s convenient. You need to consistently deliver good products and services and you also need to mean what you say and say what you mean.
Customers expect interactions in real-time, highly personalized, and tailored to buying preferences, transaction history and users behavior. Customers would share personal details and are comfortable with brands collecting personal data in the name of creating a personalized customer experience. Data analytics can really boost the personalized experience. You can use data mining to autonomously tell you which offers to make to which customers with a full explanation why.
Too often a bad customer service is written off as apathy, laziness or an unwillingness to comply with company expectations. That may or may not be accurate but the reality is that these problems are usually symptoms of a different issue entirely—a lack of employee empowerment. If the people you hire to work directly with customers don’t have the authority or the resources to ensure a positive customer experience, it is certain they won’t be able to deliver superior service. Conversely, if an employee is put in a position to succeed and meet the customer’s needs at every touch point, your chances of maintaining a contented customer base increases exponentially.
Technological acceleration means that capturing connected customers depends on the company’s ability to take an agile approach. Businesses must adopt to market changes and shifts in buyer behavior, as well as organize themselves for autonomous and agile teams, scalable and fluid processes and systems that enable fast action when the opportunity appears.
Delivering the perfect Omnichannel Customer Experience can be challenging. Customers are more demanding than ever before. They seem to want personalized and consistent shopping experiences, yet they also want the efficiency associated with the scale that companies can provide. They also sometimes want to use retail stores as showrooms, and they expect to be able to pick up online orders in store or have them delivered to their home or business.
It is clear that shopping behavior has changed due to the influence of technology on the shopping experience. Possibly because of the influence of technology, the behavior of the next generation of customers, known as millennials, is quite different from preceding generations. They more heavily utilize technology in their shopping experiences, and they may even have different views on core ideals, such as home and car ownership.
Given all these changes in customers and the environment, how do you handle the demands of today’s omnichannel customer? Are you and your team prepared to meet the need of these customers in your company?