The necessary steps for a successful omnichannel strategy

An appropriate omnichannel strategy, which supports users through various channels, greatly increases the level of customer loyalty and strengthens brand awareness for a company.

Omnichannel, however, is a concept to evaluate and analyze fully to exploit its potential. Even though it is a winning strategy, a careless or superficial approach would not guarantee the promised results. On the contrary, it would lead to unnecessary expenses for the company.

If you want to know the advantages of omnichannel and apply its services to your company, contact us at We Are Fiber. We have all the tools to optimize your customer service, support sales with valuable contacts, and manage business processes.

What is meant by omnichannel?

omnichannel strategy

Since this term is a neologism that has appeared in recent years, before understanding the appropriate strategies, it is necessary to understand what omnichannel is.

Today, online and offline overlap, as users, regardless of whether they approach a physical store or an e-commerce site, expect to receive the same assistance service.

Omnichannel fits into this context, where it entails managing all channels and points of contact between company and customer, both online and offline, to provide adequate assistance.

Until a few years ago, the business approach was considered multi-channel. Customers had various points of contact with the company, such as physical stores, e-commerce sites, chat etc. In this case, however, these so-called touchpoints were unrelated to one another, so they did not act in synergy. In practice, the customer could receive better or worse service, depending on the channel used.

Omnichannel, on the other hand, aims to connect the various communication channels, both online and offline, providing a uniform and fluid service to customers and implementing a level of customer experience.

To achieve this goal, it is necessary to rely on cutting-edge technologies, such as those proposed by We Are Fiber, capable of centralizing all channels, tracking interactions, and collecting useful data and information.

Everything revolves around the customer, who must be the center of every omnichannel business. In this regard, there are some common errors in omnichannel that should indeed be avoided.

Customers don't like repeating things over and over again

Customers are often forced to repeat the same questions and provide the same information when they switch between channels. This is certainly not a good thing, as the consumer wants to be recognized immediately. All touchpoints must therefore act in synergy and provide the same treatment to consumers. Users must be able to send a request via email, and be supported by the company even if they contact it later via chat.

Responsive and fast channels

Modern customers want fast and relevant answers, as the general level of patience has dropped significantly. If they have to wait minutes on the phone accompanied by an irritating tune, if they don't receive immediate replies to their emails, or if there are no operators available to respond in a chat, they will most likely turn to a competitor.

Similarly, it is unfair to provide customers with different communication channels, if in reality only two or three are working. In this case, it is advisable not to "cheat" and provide fewer communication channels, as long as they are perfectly efficient and able to give quick and decisive answers.

Optimizing the customer journey

The customer journey can be considered as the consumer's journey, which involves several stages and must take place without excessive disruption. For example, some customers start purchasing a product online, and then complete it in the physical store. The company must therefore equip itself with the necessary tools to accompany the customer in the various stages of purchase, providing constant and effective support both online and offline.

The advantages of artificial intelligence

A great help to shops, companies and e-commerce businesses comes from artificial intelligence, a real ace that optimizes the user experience.

Among the most effective solutions are chatbots, software capable of answering customer questions as if they were human beings, through a sophisticated learning method, called machine learning.

Chatbots, in addition to providing effective responses, are active 24 hours a day and can therefore guarantee support at any time of the day. Support workers are thus freed from a series of secondary tasks, dedicating themselves to solving problems that require specific skills. Waiting times and costs are reduced, to the benefit of company productivity.

Performance and ROI measurement

The interactions between the various channels and the measurement of ROI (return on investment) are essential to understand the strengths and weaknesses of approach strategies with customers, and then take the necessary countermeasures.

Marketing campaigns, for example, can thus be structured and customized according to the data available, directing them towards a specific target audience to optimize the investment.

We Are Fiber offers you a complete and avant-garde omnichannel platform to grow your company with targeted interventions.

For more information, contact us!

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