Brands may aspire to be omnichannel—but most are still multi-channel. But what’s the difference? Omni is Latin for all—and when we talk about omnichannel, it really means all customer channels are integrated. That integration is what makes every interaction with your brand a seamless customer experience. Multi, on the other hand, means many. And in the world of CX, that means there are many channels for customers to connect with—physical locations, phone, chat, email, social, websites—but not all are integrated. Studies show less than 1 in 3 consumers agree that brands make it easy to switch between different channels, and yet 81% of consumers want different channels available to meet their needs. It’s clear a gap exists.
It’s no surprise to anybody that omnichannel capabilities have drastically changed the game—for both retail and restaurant. It’s no longer enough to focus on the customer experience you provide in your physical locations. To be successful, you must consider your app experience, online experience, contact center experience, and others—and how all of those channels interact with each other. Because your customers are using all of them.
What is omnichannel?
There’s never been a more exciting time to be a customer experience professional. You have more tools that enable you to listen better, act faster, and outperform competitors than you’ve ever had before. In this series, we’ll explore 3 ways smartphones can take your CX program to the next level.
As business professionals, every week we tackle simple projects and tasks among the bigger programs and enterprises in which we work. How many times have we all had a project—even a simple one—fail due to someone assuming that information was shared, or simply not communicating a critical piece of information?