By Jane Garfinkel - Review Response Specialist
Buyers engage with companies on 13 different channels, most of which are disconnected. This disconnection can cause complications for businesses and frustration for customers. So what is the solution? The omni-channel strategy. By creating cooperative communication channels, businesses deliver a seamless experience to their customers regardless of how they choose to engage. Below we explain the four ways the omni-channel strategy can benefit your business.
With an omni-channel strategy, customers have the option to contact businesses in whichever method they prefer. On the backend, businesses constantly supervise communications and get notified of issues in near real-time. This combination will improve the speed of customer-business interactions along with your ability to address problems quickly. Considering that 90% of consumers rate an “immediate” response as important or very important when they have a question, the ability to track engagement as it happens is key to delivering the best customer experience.
Not only will your communication speed increase, but the service you provide will be higher quality. Two-thirds of consumers report that the most frustrating aspect of getting customer service is having to explain the same information to multiple representatives. This isn’t an issue with the omni-channel approach because every service agent has access to every customers’ communication history. This means someone who may already be frustrated won’t have to re-explain their problem, describe their vehicle, or provide any information beyond their name. Ultimately, the customer is the focus rather than the method of communication.
The entire concept of an omni-channel approach is based on the accumulation and organization of data. Whenever a customer or potential customer engages with your business, this information is logged. For example, you will know whether a client called the store or signed up for email newsletters before making a purchase. Post-sale, you can track whether they follow you on Facebook or leave a review. This data will reveal trends in the success of your outreach efforts, which in turn will help improve your marketing strategies and will impress the 59% of customers who say tailored engagement based on past interactions is very important to winning their business.
According to Hubspot, “Employees spend 10% of their time reconciling disconnected systems to ensure they’re answering buyer inquiries correctly.” When an omni-channel approach is working the way it should, service representatives will have access to personalized customer information at the click of a button. This means that there is no need for back-office complications or confusion. Your Sales Team won’t need to send an email to the Service Department to find out what happened during the customer’s last visit, because all the relevant information is documented. Similarly, your team will be able to reach customers as quickly as possible, because they won’t waste time leaving a voicemail when they know the client is more likely to respond to an email. Altogether, an omni-channel approach increases efficiency and saves your money.
By definition, an omnichannel approach provides multiple avenues of communication to your potential customers. Folks who aren’t internet-savvy will have no trouble reaching you by a “Contact Us” form on your website, while people who are more comfortable communicating through text won’t ever have to dial your number. Diversifying your audience opens your business up to the most potential sales opportunities. At the same time, cooperative communication channels mean that your brand will remain consistent and provide the same high-quality service, no matter how a person contacts you. Delivering a reliable experience is a huge factor in earning repeat business, with 75% of customers expecting consistency across multiple channels.
If you are looking for ways to provide a more seamless experience for your customers, consider partnering with Widewail. We respond to online reviews, Facebook posts, and Google Questions while keeping you alert of any issues that need immediate attention. Every interaction is tracked and sent to you in a monthly report so you can view your engagement in a comprehensive manner.