The ability to perform strategic optimization of omnichannel initiatives is one of the primary requirements of progressive organizations. An omnichannel strategy is one of the major components required to deliver an exceptional customer experience. It represents a synchronized and reliable method needed to engage and interact with the customers as well as prospects at every touch point in the buying lifecycle.
The major challenge confronted by organizations to deliver omnichannel experience evolves from the steps to collect, consolidate and utilize the data. The focus of each step is the accuracy of the data, as it is the quality of data which is the critical factor that determines the precision of the omnichannel strategy. The process to maximize the quality of the data should have the support of meaningful Meta data, which includes variables such as the device, channel, time and even the particular stage of the customer journey.
For instance, if a client accepts an offer for an overdraft from a bank on its mobile app, then even the bank’s ATM should acknowledge the action within moments and should allow the customer to withdraw the extra amount if he wants to. Moreover, if he decides to walk into a branch, then the bank’s system should have a detailed history of the previous transactions. Such a seamless experience, in essence, can define an omnichannel experience that functions efficiently across the multi layered cross-channel model.
Discussed below are some of the essential steps that can be adopted to achieve the desired results.
1. Focus on Customer
If companies want to deliver on their promises, they have to put their customers at the center of their strategy. Only then they would be able to conceptualize their omnichannel operations to match the desired scale of growth and profitably. The strategy should include the policy of personalized content and subject lines that pay maximum attention to the customer’s privacy. Including the option to unsubscribe is one of the ideal ways to operate as per their consent. At the same time, inquiring the reason behind every action taken by the customer can help the brands to understand them and their priorities even better.
Moreover, ensuring that every decision is made by focusing on the core interest of the customers is one of the necessary steps towards an optimized omnichannel strategy, which also ensures utilizing every opportunity to enhance the overall user experience that not only keeps the customers satisfied but also makes them feel comfortable.
2. Set Precise Goals
An organization embarking on an omnichannel journey must have a goal. Again, it’s imperative for each department in the organization to define their specific goals that together form the overall objective of the organization. Once departments are clear about their targets, they should focus on achieving the results through collaboration. Sharing of resources and information is one of the primary ways to dismantle corporate silos, which can help in delivering the both the short term as well as long term results.
For instance, the omnichannel strategy for a digital campaign with an aim to launch a new product line can succeed only if the subsidiary initiatives such as an SMS, Email, and Social campaigns are meticulously planned and collaboratively carried out by the Marketing, Product Management, Channel Operations, Sales and Distribution departments together.
If the goal of the digital campaign is to boost brand loyalty among a new set of consumer segment, the Marketing department can create the communication based on the explicit info provided by their peers in the Product Management.
Also, the information needed to build the loyalty through engagement can be provided by the Channel Operations. Working along with the Product Management, they can play their part of providing the intelligence report on the targeted customer groups, which can be used to develop and customize the new product. In the end, Sales and Distribution can utilize the leads generated by the campaign to convert the improved engagement and loyalty into higher revenue.
3. Embrace Technology
A digital marketing campaign that operates by batching and blasting emails can only lead to unwanted spam. The overwhelming number of emails in the inbox can run the risk of annoying the potential customers and jeopardize the campaign.
On the other hand, an optimized omnichannel strategy that uses automation to reach the target audience can be a better option. When the process of sending the emails is automated along with more targeted content and a singular focus on segmentation, dynamic content, activity and engagement, then it has a much better chance of achieving the desired results.
For instance, emailing different segments at different times can help in achieving a measured response from each of them. Similarly, prospects finding the engaging and dynamic content in their inbox are more likely to embrace the brand. Moreover, using the insights to test mobile device rendering along with Mobile Analytics tracking can go a long way in optimizing the omnichannel strategy.
Thus, the strategic optimization of omnichannel initiatives has all the derivatives to deliver an exceptional customer experience. The synchronization of these functions is one of the primary requirements to maximize engagement and interaction across the entire customer lifecycle.