
But do we understand what “omnichannel” actually means? When I’ve referred to omnichannel delivery I’ve typically talked primarily in terms of content – making sure that we deliver the right content or messaging across multiple digital platforms, be that websites, social media channels or web stores.
However, that’s really only one piece of the omnichannel puzzle – it’s also delivering a consistent experience, suitably tailored for every device consumers use. Add in more traditional or physical touchpoints – printed media, brick-and-mortar stores or call centre interactions, and we start to see the scope and scale of the challenges involved in delivering a truly omnichannel customer experience. Frost & Sullivan says omnichannel is about “seamless and effortless, high-quality customer experiences that occur within and between contact channels”. That makes it sound deceptively simple. But does it go one step further than that? Is there more to omnichannel than just these definitions we have become accustomed to?Bricks and mortar stores can future-proof business and avoid darkness of closure
The prefix “omni” conveys something “all-encompassing” or “universal”. But if a company says it is delivering an omnichannel experience, is it really managing and delivering a good customer experience across every possible channel that a customer can interact with the business? What about those channels outside our direct control that still add to the overall experience with our product, especially when it is sold, implemented, or supported through resellers, dealers, retail stores and third-parties?Omnichannel: Reversing the decline of Britain’s high streets
Omnichannel is a two-way process. Companies might use every conceivable channel to deliver their message or reach their customers, but it’s a dialogue, not a broadcast. Are they completely aware of every single channel through which the customers are talking to them? Dissatisfied customers express their frustrations and disappointments via letters of complaint, telephone calls, emails. Many are now accustomed to complaining in public through Twitter or other social channels. But customers don’t always communicate the bad experiences; some are also keen to feed back the good experiences too. Many companies, of course, monitor these channels, but handling every channel in isolation is not the same as delivering good omnichannel experiences – businesses have to be able to join the dots between this different touchpoints to get a cohesive view of their customers, as well as their own business.When it comes to the evolution of ecommerce, condoms and pet food now only a button away, literally, as Amazon Dash comes to the UK.
Image: ShutterstockShare this story