It’s no secret that we are living in an age of omnichannel engagement. Customers today, empowered by a plethora of digital devices, can choose when, where and how they want to interact with brands. Millennials in particular expect their favorite brands to be easily accessible, all the time, via their channel of choice -- SDL research indicates that 67 percent of millennials touch two different devices daily and 60 percent agree “it should feel the same when dealing with a company whether you’re online, in a store or on the phone."
Expectations are higher than ever for marketers to deliver.
Start Small, But Start Now
Most brands are working to make content accessible via a larger number of channels but many are not keeping pace with the diverse range of channels out there. Customer Experience Management (CXM) decision makers around the world are still leaning on traditional channels like email and phone. To succeed today and in the future marketers need to adapt to a new spectrum of consumer preferences, expectations and behaviors.
Omnichannel engagement is a significant paradigm shift. It may seem like a monumental task, but even small initial efforts are likely to make a substantial difference. Marketers can start by defining a comprehensive strategy and implementing it step by step -- each phase driving toward truly seamless customer engagement will positively impact your brand’s performance.
Begin aggregating customer data and implementing a system to manage and analyze the information -- this is a critical first step. Knowledge about where and how your customers are interacting with your brand provides the foundation necessary for a customer-focused approach. Ultimately, when you successfully develop a marketing strategy driven by data-based knowledge revealing the needs and behaviors of your customers, you will find that the individual channels become irrelevant.
Rather than putting a focus on individual channels, determine the experience you want your customer to have and adjust your strategies accordingly. Whether this entails modernizing the shopping experience or changing the way you engage customers to become brand advocates, the channels should be so connected that they become irrelevant, placing the focus on the customer’s overall experience.