Omnichannel is a sales strategy that assumes the use of many different channels to reach the customer. It is an extension of the multichannel strategy, the main assumption of which was the use chinese overseas america phone number data of many different communication channels (which, however, operate independently of each other).
In the omnichannel strategy, communication channels interact with each other (information is exchanged between them). This type of effective connection is possible thanks to modern IT solutions and automation tools.
When designing omnichannel activities, it is important to match the channels of reaching the recipients' habits and behaviors . The second important element is efficient information management - collecting data in such a way that it is available to consultants serving the customer in various channels - e.g. on the hotline or in the chat in the online store.
Omnichannel in practice – what benefits does it bring?
Omnichannel sales allow you to sell more, but not only that. It is a way to increase the quality of customer service, which always results in an overall improvement in the company's image. It is worth remembering that modern customers are accustomed to the possibility of quick contact with the seller and simple purchases that take as little time as possible. If they do not find such an opportunity, they will most likely use the offer of the competition.
Where to start building a multichannel strategy? The customer should be placed at the center of marketing and sales activities. In the first stage, it is worth "mapping" who the customers are, where they look for information online and offline, and how they want to communicate with the company.
Only on this basis do we prepare a set of communication channels and solutions. Each of them may be needed at a different stage of the sales process (customer journey). For example, for an online store with a B2C offer (e.g. clothing, cosmetics, toys), solutions such as:
Sales hotline – a place where customers can buy the products they need,
BOK – customer service office – a telephone information centre where customers can learn more about products, ordering rules, returns, etc.
Chat on the website – a window available on the website through which customers can talk to a consultant (e.g. ask about product availability or solve a problem that occurred during the order).
Callback – a service of contact on request. The customer can leave their phone number and the consultant will call them back at a specified time.
Complaint handling – can be done by telephone or email.
SMS marketing or e-mail marketing – work well as (among other things) after-sales service tools.
Marketing research – an example is customer satisfaction surveys.
Also read: How to write official emails? Effective cold mailing
A customer who is provided with the possibility of quick and efficient contact at every stage of the sales funnel (from viewing the offer, to the purchase and post-transaction stage) will feel cared for and will therefore be more willing to use our services in the future.
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How does channel integration work in omnichannel marketing?
As we said at the beginning, efficient customer service would not be possible without the integration of communication channels . An important element of the omnichannel strategy is information management based on a good database. All consultants, in each communication channel, should have access to such a database - e.g. employees of the hotline, chat on the website, the complaints department, or people dealing with after-sales service.
Thanks to this, the client does not have to explain their case in detail several times - all necessary data is saved in the system. Consultants update them on an ongoing basis, which is visible to all employees in the individual service departments. Importantly, thanks to IT solutions, this type of data update does not take much time and is automatic in many aspects. Thanks to this, customer satisfaction increases and at the same time - the efficiency of the customer service/sales department. In a broader perspective, this translates into the optimization of employee time and the costs of conducting marketing and sales activities.
The most important advantages of omnichannel
It is worth knowing that omnichannel marketing is a set of tools that are highly flexible. They can be implemented in small companies as well as in large organizations. The choice of communication channels and solutions and their scale is key - not every company will work with the same solutions. Their thoughtful selection allows you to effectively optimize the budget for marketing and sales activities while saving time.
