REVE Chat Version 4.0

Version 4.0

Upgrade your website to an IM platform & beyond

Blending the strengths of IM and Live Chat

What is an Omnichannel Customer Experience?

Table of Contents

    Customer expectations are changing swiftly and businesses need to adapt through digital transformation to understand the customers and their journey. Customer experience is now becoming the key differentiating factor in the customers’ decision-making process. The positive or negative experience customers receive across multiple touchpoints is what now defines the brand.

    As per Google’s report, 71% of shoppers who use smartphones for research in-store say that it’s become an important part of the experience. Omnichannel customer experience (CX) is very important to help businesses provide necessary insights into customer interactions and their behavior across their life cycle. According to a study by Forbes, companies with the most effective omnichannel customer strategies retain 89% of their customers​

    So, how would businesses plan their strategy to deliver a superior omni channel consumer experience (CX)? Prior to diving into the omnichannel customer experience management process, let us understand what it is and why it matters.

    What is Omnichannel Customer Experience (CX)?

    Omnichannel customer experience (CX) means streamlining all the customer interactions across multiple touchpoints in a unified way to deliver a consistent brand experience. 9 out of 10 consumers want an omnichannel experience with seamless service between communication methods. 

    The digital omnichannel strategy involves multiple channels approach for sales, customer support, and marketing. It focuses on delivering a cohesive customer experience irrespective of the channel used by customers to reach out to your business.

     

     

    If seen from the customer’s standpoint, every interaction with your business should be part of a singular experience. It means it should not be siloed or repetitive as it happens with multi channel customer support. Having a seamless journey across all channels, both online and offline is the key to provide a consistent omnichannel experience.

    Omnichannel is complex, and many factors contribute to a customer’s evaluative judgment of perceived omnichannel customer experience (OCX). You can check out the peer-reviewed scientific journal article that discusses the concept of OCX and how to measure omnichannel CX.

    It illustrates the OCX framework with nine prime focus areas for delivering better CX: social communications (i.e., customer reviews), value (i.e., products and pricing), personalization, customer service, consistency product availability & prices across channels, information safety, delivery, product returns, and loyalty programs.

    Omnichannel Customer Experience Vs. Omnichannel Marketing

    Usually, there is a conflict between omni channel marketing and omnichannel customer experience (CX). 

    Omni-channel marketing ensures that messaging and branding are consistent among channels. It acknowledges and addresses the customers across their preferred platforms to deliver a smoother buying experience at every stage of their journey. It also includes merging the different channels together (for example, social media, website) for promotional experiences.

    The Advantages of an Omnichannel Approach

    Great customer experience is the by-product of an effective and well designed omnichannel ecosystem. To achieve it, businesses must understand customer journeys across devices and channels. Customers who used more channels were more valuable. They spent an average of 4% more in physical stores and 10% more than online single-channel customers.

    Here are the key advantages to move towards an omni channel customer care model.

    • Better View on the Customer Journey: An omnichannel consumer experience strategy gives you a bird’s-eye view of your customer’s journey. It streamlines all the interactions under one platform and provides insights into the right actions for improving your business.
    • Higher Customer Retention: Omnichannel CX strategy empowers customers to connect with the brand through their preferred channels by making a smooth transition in the same interaction. It increases satisfaction and acts as the best customer retention strategy.
    • Boost Customer Lifetime Value (CLTV): Omnichannel customers are 30% more valuable to your business over the course of their lifetime. An omni CX approach makes getting in touch with the company simple and intuitive. When a business plan to deliver a consistent response, they also choose your business for a lifetime.

    Different Types of Omnichannel Engagement

    Omnichannel journeys refer to the seamless integration of various channels through which customers interact with a brand, ensuring a cohesive and consistent experience. whether your customers prefer shopping for clothes online or in a physical store, understanding and integrating their preferences across various touchpoints is key. By doing so, you can create a seamless omnichannel experience that not only attracts but also retains customers, ensuring the sustained success of your brand.

    There are different types of Omnichannel customer journeys. Lets deep dive to know more about it.

    1. Fully Digital- Without Human Interaction

    In today’s digital age, the customer journey can be entirely virtual, requiring no human interaction. This fully digital journey begins when potential customers become aware of a brand’s offerings through a targeted medium, such as social media channels, online ads, or email campaigns. Intrigued by what they see, they navigate to the brand’s website, browse through categories, read product descriptions, and view high-quality images or videos. Advanced search functionalities, filters, and personalized recommendations enhance the omnichannel shopping experience, making it easier for them to find exactly what they’re looking for.

    The customer relationship doesn’t end with the sale. Post-purchase engagement is also crucial for maintaining a strong connection with the brand. This is achieved through interactions on the brand’s app or website, where customers can manage their orders, initiate returns, or address any complaints digitally. A robust digital infrastructure ensures that these processes are smooth and hassle-free, enhancing customer satisfaction.

    2. Blending Digital and Physical Interactions

    The combination of digital and physical interactions creates a seamless customer journey that leverages the strengths of omnichannel marketing customer experience both online and offline channels. This approach allows customers to interact with a brand in the way that best suits their needs and preferences, enhancing their overall experience.

    Imagine a customer who starts his journey by browsing an online store for dresses. She might explore the website, use virtual try-on tools, and read reviews. However, she may prefer to visit a physical store to feel the fabric and ensure a perfect fit. After making a purchase in-store, the customer can still engage digitally by accessing her purchase history, managing returns, and using loyalty points through the brand’s app or website.

    3. Blending Digital and Virtual Assistant Interactions

    Integrating digital channels with virtual assistant interactions creates a seamless and efficient customer journey that leverages the strengths of both technologies. This approach allows customers to access information and support in the way that best suits their needs, enhancing their overall experience.

    This type of omnichannel customer journey became popular in the post-pandemic era, as consumers increasingly sought assistance through helplines, video calls, live chat or phone calls to make purchasing decisions.

    Channels Involved in Omnichannel Customer Engagement

    In Latin, the term “Omni” means all. However, this doesn’t imply that you must use every possible channel to deliver an optimized omnichannel CX. Omnichannel experience encompasses a wide range of channels, including:

    • Websites
    • Mobile apps
    • Social media
    • Emails
    • SMS/ other messaging apps
    • Physical stores
    • Kiosks
    • Live chat
    • Voice calls
    • Video calls
    • Voice assistance and etc

    Multi Channel vs Omnichannel Experience

    There are some obvious differences between customer engagement strategies. According to HubSpot, “All omni-channel experiences will use multiple channels, but not all multi-channel experiences are omni-channel.”

     

    Omni channel vs Multi channel - CX

     

    The key difference is that omnichannel businesses streamline all customer interactions under a single platform. It means the planning, purchasing, marketing, customer relationship management seamlessly affect all your online and offline channels.

    On the other hand, in the multi channel customer care approach, every channel is treated individually and is managed in a unique manner by implementing different strategies. Thus, a multichannel customer care strategy does not focus on creating a consistent shopping experience.

    Comparing omnichannel vs multichannel based on the customer experience statistics helps to understand how you can integrate the touchpoints together to provide a consistent experience of a unified journey.

    8 Steps for Creating a Successful Omnichannel Customer Experience Journey

    In order to build a digital omnichannel customer experience, there are different strategies. By implementing the strategies rightly, you get rid of siloed engagements and deliver a better experience. Businesses who make omnichannel customer service as their focal point are able to boost customer satisfaction and retention significantly.

    Here is a quick list of the strategic ways of creating a successful omnichannel customer experience management model.

    1. Conduct in-depth research on buyer personas
    2. Identify the preferred customer touchpoints 
    3. Plot your customer journey map
    4. Use the right tools for omnichannel customer engagement
    5. Analyze customer feedback
    6. Use the right balance of automation & human support
    7. Measure the gaps of fragmented experience
    8. Develop effective self service options for customers

    Let us discuss the different ways comprehensively.

    1. Conduct In-depth Research in Buyer Personas

    Businesses who lack a solid customer experience (CX) strategy based on deep customer insights complain that they don’t understand their customers. Alternatively, those who develop omni channel CX plans grounded in a survey, demographic, and behavioral data have much better outcomes.

    More and more companies exceed revenue and lead goals have documented personas. Customer personas provide tremendous value to your business by representing different segments that make up your target audience. Using data-driven research is the key to understanding who is your target audience and what motivates them to purchase your products and services.

    The most crucial element of a persona’s influence is an improvement to customer experiences. The use of a well-constructed persona results in more effective marketing and sales.

    Here is how omnichannel integration helps in creating buyers to deliver a better customer experience:

    • Improve value propositions that align with the desired needs of the customers.
    • Increase profits by providing customers with what they are looking for.
    • Provide a better understanding of buyers, their needs, and how to fix them.
    • Accelerate lead conversions by aligning your teams around a customer-centric vision.

    2. Identify the Preferred Customer Touchpoints 

    Always remember the old retail adage: “Customers remember the service a lot longer than they remember the price.” – Lauren Freedman

    Identifying your customer touchpoints enables you to have a better understanding of what your customers are feeling at each stage of their buying process with your company and through different mediums and channels.

    Customer Touch Points

     

    It gives you insights into what customers expect and how you can exceed those expectations in order to create “WOW Moments”. Once you have identified key points where your customers connect with you, you will be better placed to create enhanced experiences for them and devise effective marketing strategies.

    How identifying touchpoints help to improve omnichannel consumer experience:

    • Understand customers and engage their way – Knowing the preferred touchpoints helps to be actively available across the channels for real time assistance.
    • Personalize your interaction – You can personalize your interaction at the identified touchpoints and set excellent customer service experience examples

    3. Plot Your Customer Journey Map

    A customer journey map is a tool that tells the story of a customer’s experience of interacting with your brand. A typical customer journey map begins with the first exposure that the customer has with your brand or product and follows their engagement through to the point of sale and beyond.

    Developing a customer journey strategy begins with mapping the steps the consumer takes on the route to purchase. This mapping process can be complex as customers engage with touchpoints across multiple channels. Increasing the use of mobile and social has also multiplied the number and frequency of contacts during a typical journey.

    Applying the customer experience statistics and analytics to the customer journey map can help your business better understand customer interactions and bridge the gap between devices and channels for a unified and satisfying omnichannel consumer experience.

    4. Use the Right Tools for Omnichannel Customer Engagement

    It is not possible to deliver seamless experiences across diverse touchpoints without the right technology to enable it.  Building the right technology stack to deliver a seamless experience across channels is important to achieving success with omnichannel customer engagement.

    From a customer being able to switch between your mobile app and a chat with a bot smoothly, businesses need to use the right digital tools & technology that allows data flow at ease in real-time, to serve customers on their preferred touchpoints.

    Key tools that can be used to enhance omnichannel customer experience at different touchpoints.

    • Chatbots – Deploy chatbots to engage with customers 24×7 and provide real time answers for simple queries.
    • Live ChatProvide real time assistance to the sales and support related queries with live chat and improve customer satisfaction.
    • Live Engagement Tools With co-browsing, collaborate with your customers by sharing their browsers to guide them through a complex form fill-up. With a video based call center, you can identify issues faster and deliver personalized solutions. 

    By using digital tools and customer engagement strategies, provide real-time response, and effective solutions. You can strengthen your relationship with existing customers and increase brand loyalty.

    5. Analyze Customer Feedback

    Customer feedback is a blessing in disguise for businesses as it brings in golden opportunities that can help you to improve the omnichannel customer journey. Delivering superior service means delivering real time support by being where your customers are and giving them an easy way to share feedback. 

    Omni channel customer service approach allows brands to engage with customers through every channel and capture feedback at every customer touchpoint. The different ways to ask for customer feedback are website, social media, emails, in-app, reviews, etc. 

    Here is how analyzing customer feedback can improve the omni channel CX.

    • Use customer feedback to develop an in-depth understanding of your customers to serve them better.
    • Implement a system to help you collect feedback, analyze it, and act on it regularly
    • Reduce friction and solve your customers’ specific problems and challenges

    6. Use the Right Balance of Automation & Human Support

    One vital aspect of omnichannel customer experience management is the right balance of automation, and human understanding: Customers expect brands to understand them with intelligent technology along with authentic and empathetic human experiences. 

    Choosing the right approach needs a deep understanding of using live chat vs chatbot by learning the pros and cons of both channels. The balanced support approach manages the resources on priority tasks. You can use chatbots at the primary stage and put human support for complex conversations.

    Designing both into the overall customer service experience design helps maintain the appropriate balance, which can become a real differentiator for the brand. Knowing when a conversation needs to move from a bot to a human, for example, knowing when to appease an angry customer with an apology versus an offer, and so on. is how the balance manifests.

    7. Measure the Gaps of Fragmented Experience

    Identifying the gaps in fragmented experiences is a vital part of improving omnichannel customer experience. Delivering better CX is always work in progress and as customer habits keep evolving, so should be the experience brands aim to deliver. 

    Earlier, the concept of providing customer service over social media didn’t exist. And today, it is one of the major platforms to provide immediate assistance to customers while also scoring brownie points in full view of the entire customer community.

    Measuring the gaps provides you insights into what actually your customers are looking for and takes the right steps of improvement to deliver a better omnichannel customer experience. 

    Pro tip: Keep an eye out for any data gaps between various channels, as that may force customers to refer to different sources or channels for one purpose, making them lose time, causing inconvenience, and ultimately spoiling their overall experience.

    8. Develop Effective Self-Service Options for Customers

    Businesses are recognizing the benefits of self-service portals for improving the overall brand experience. As customers want instant answers to their questions or problems. In fact, response time is the most important attribute of the customer experience.

    Self-service portals provide customers with instant access to information and save valuable time and business resources. You can create a content hub in the form of tutorials, manuals, videos to help customers to solve their problems on their own. Here are the key benefits of self-service portals:

    • Use Personalized Information – The self-service portal can maintain a record of the products or services purchased and display what is relevant to them. You can identify customer issues and take adequate steps to address them.
    • More Positive RecommendationsSuch portals help to strengthen brand reputation by creating positive client interactions.
    • Educate CustomersYou can expand your customers’ knowledge & skills they require for solving other similar issues in the future. 

    8 Strategies to Improve Omnichannel Customer Experience

    Examples of Omni channel Marketing

    At its core, omnichannel customer experience  (CX) refers to brands that have the approach to deliver an integrated shopping experience. The customer has a seamless experience of an easy transition from shopping online on a desktop or mobile device, to the phone, or a brick-and-mortar store. Omni integration fosters a greater sense of familiarity with the brand, which impacts positive brand image and retention rates.

    Here are two examples of omnichannel integration and innovation in the way to deliver a great consumer experience.

    #1. Example of Omni Channel Retail – Crate & Barrel

    Crate & Barrel understood the fact that usually consumers switch through several different devices prior to completing purchases. They moved to omnichannel settings to capitalize on the customer behavior of the toggling to devices.

    Whenever a customer is logged into their account, the app saves their shopping cart and browsing data so they can access this information across multiple devices. It helped customers to take up where they left off in the shopping process which greatly reduces the shopping cart abandonment rate, and Crate & Barrel has reaped great returns and delivered a great omni channel shopping experience.

    Achievements

    • Crate & Barrel’s implementation of an omnichannel customer experience strategy resulted in a 10% revenue increase from the newly improved mobile and web stores. 
    • Going further in the path of innovation, they released their 3D Room Designer feature, allowing consumers to virtually place an item into their home before purchasing.

    #2. Omni Channel Retail Example – Oasis Fashion

    Oasis, a highly acclaimed UK based fashion retail brand operates online as well as physical stores globally. It was really impressive that they integrated both online and offline stores together to provide an all-round omnichannel retail shopping experience to its customers.

    The store realized the core part of moving to an omnichannel customer care approach was to:

    • Figure out all the online and offline places your customers hang out.
    • Create touchpoints in the identified places and make the touchpoints shoppable.

    And their touchpoints were not just the stand-alone sales or support channels. They integrate with each other to bring a more unified experience.

    Key learnings:

    • Make things as simple as possible for your customers. Oasis separated out their personal shopping section of their site into occasions to attract their customers to explore the section more.
    • Use social media to encourage your customers. Oasis encouraged exploration of their site through their social channels. They used specific product item codes to entice users to explore more about each product.

    Omnichannel Marketing Platforms

    Omni-channel marketing platforms are comprehensive solutions that integrate various marketing channels to provide a seamless and cohesive customer experience across multiple touchpoints. These platforms are designed to help businesses manage, analyze, and optimize their marketing efforts across various channels such as email, social media, mobile apps, websites, physical stores, and more.

    There are many omnichannel CX platforms available in the market to choose from. Here are my top 3 recommendations.

    1. REVE Chat

    REVE Chat is a leading AI-driven omnichannel customer engagement platform that facilitates real-time interactions with your customers via live chat on your website, mobile app, and popular platforms such as Facebook, WhatsApp, Viber, Instagram, and Telegram. Its AI chatbot automates various business operations, including 24/7 customer service.

    If you’re a business owner looking to enhance your omnichannel experience or streamline your support process, choosing REVE Chat is a smart decision. This investment can enhance customer service, generate leads, and increase sales.

    REVE Chat offers a 14-day free trial to explore all its unique features. Want to experience it firsthand? SIGN UP today.

    Core Features:

    • Offer 24/7 automated customer service with AI-driven REVE Chatbot.
    • Allow customers to start live chat sessions for immediate help from your support team.
    • Visitor analytics provide a comprehensive overview of website visits, conversations, and demographics for all your visitors and customers and helps to understand them in a better way.
    • Access personalized data and detailed reports on your customers and agents with REVE Chat’s advanced reporting features.
    • REVE Chat’s video chat feature lets customers make video calls with your support agents directly from the chat interface.
    • Co-browsing helps to view and control your customer’s screen during a live chat session, whether you’re offering technical support, helping with online purchases, or showing a product or service.

    2. HubSpot CRM

    HubSpot CRM is a comprehensive AI enabled marketing platform designed to help businesses of all sizes manage their customer interactions and streamline their sales processes. It includes six hubs: Marketing Hub, Customer Service Hub, Commerce Hub, CMS Hub, Sales Hub and Operations Hub, each equipped with robust features designed to help your business grow.

    Core Features:

    • Store and organize contact information, track interactions, and maintain a single view of each customer.
    • Visualize and manage your sales pipeline with drag-and-drop functionality.
    • Create and send personalized email campaigns.
    • Collect and analyze customer feedback to improve service.
    • Generate detailed reports on sales, marketing, and customer service activities.
    • Automation features reduce manual tasks, allowing your team to focus on more strategic activities.

    3. ActiveCampaign

    ActiveCampaign is an all-in-one marketing automation and CRM platform designed to help businesses engage with their customers and streamline their marketing and sales efforts. It combines powerful email marketing, marketing automation, sales automation, and CRM tools to help you offer the best omnichannel CX.

    ActiveCampaign works like building blocks – you can mix and match different tools, apps, and channels to make the perfect marketing setup for your business. So, you can combine email, social media, and other tools in a single platform to reach customers wherever they are.

    Core Features:

    • Create professional emails easily with a drag-and-drop interface, allowing for customization without needing coding skills.
    • Build automated workflows to engage with your audience at the right time with the right message. You can set up triggers, conditions, and actions based on customer behavior.
    • Manage your sales process more efficiently with automation with lead scoring, deal tracking, and automated follow-ups.
    • Keep track of all your customer interactions in one place.
    • Gain insights into your marketing and sales efforts with detailed reports and analytics.
    • ActiveCampaign integrates with a wide range of third-party tools and platforms.

    4. Salesforce Commerce Cloud

    Salesforce Commerce Cloud (SFCC) is a powerful omnichannel online shopping platform that helps businesses create smooth and engaging shopping experiences. With SFCC, you can easily manage new leads, customers, and sales opportunities through an intuitive dashboard. It is part of Salesforce’s range of customer relationship management (CRM) tools.

    Core Features:

    • Integrates online, mobile, social, and in-store shopping channels into one platform, providing a seamless shopping experience for customers.
    • Salesforce’s AI engine, Einstein, to offer personalized product recommendations, search results, and tailored shopping experiences based on customer behavior and preferences.
    • Provides mobile-first design templates and capabilities to ensure that e-commerce sites are optimized for mobile devices.
    • Supports both Business-to-Consumer (B2C) and Business-to-Business (B2B) commerce.
    • Includes robust order management features, such as inventory management, order processing, and customer service, to handle complex order workflows efficiently.

    5. Intercom

    Intercom is a versatile customer messaging platform that helps businesses improve customer engagement, support efficiency, and overall communication strategies. Its range of features, from live chat to automated messaging and analytics, makes it a valuable tool for businesses looking to enhance their customer interaction and support capabilities.

    Core Features:

    • Provides real-time communication with customers through chat widgets on websites, apps and other social media platforms.
    • Includes a robust help desk system that allows support teams to manage customer inquiries efficiently.
    • Offers a self-service option where businesses can create a library of articles and FAQs.
    •  Integrates with various CRM systems.
    • Offers detailed analytics and reporting tools.  

    Ways to Improve Omnichannel Customer Experience

    Many companies, whether eCommerce or retail, often fail across digital channels because they are not completely aware of the exact needs and preferences of their customers across omnichannel journeys. And today’s customers have an unprecedented number of ways to engage with companies, from traditional channels to an ever-growing array of digital modes. 

     

    Hence, businesses need to get started by investing in digital channels along with the existing traditional channels to deliver an omnichannel customer experience. The thinking is that as customers become more technologically savvy, they favor digital channels, significantly reducing the need for live agents and thus saving significant costs. 

    So, how to improve the omnichannel experience for your customers? Here are some tips for you! 

    • Outlining the principles based on an overarching omnichannel strategy.
    • Structuring service journeys, ensuring that the end-to-end digital contact journeys address identified customer needs.
    • Identifying foundational enablers to support the journeys, featuring multi-skilled agents to engage with customers in real time.
    • Defining the architecture with advanced technology to support a seamless omnichannel customer experience.
    • Centralizing customer data from all channels to create a single view of each customer.
    • Maintaining consistent branding and messaging across all channels, including website, social media, email, and in-store experiences.
    • Integrating systems and processes to enable smooth transitions between channels.
    • Using customer data to personalize interactions and content across channels.
    • Optimizing all channels for mobile devices, as more customers are accessing content and making purchases on smartphones and tablets.

    An omnichannel transformation is the only way for retail or eCommerce businesses to address the rising complexity, provide an excellent customer experience, and manage operations costs.

    Omnichannel Customer Experience is the Differentiating Factor

    Omnichannel CX makes communication smooth across multiple channels to help customers improve their experience. Customers are viewed as the ones in power, telling businesses what they need rather than being told by businesses they need for their product or service. Great customer experience management focuses on personalizing every customer experience and keeping customer retention high.

    When customer satisfaction improves, word spreads quickly between friends, family, and social media, encouraging other people who never knew of these possibilities to reach out to your business.

    Start using REVE Chat now!

    Start a 14-day free trial, no credit card required

    Snigdha Patel
    AUTHOR’S BIO

    Snigdha Patel is a customer experience researcher, author, and blogger. As part of REVE Chat, she focuses on helping organizations maximize customer experience using omnichannel messaging and conversational AI.

    She creates contextual, insightful, and conversational content for business audiences across a broad range of industries and categories like Customer Service, Customer Experience (CX), Chatbots, and more.

    Serving as the lead content strategist, Snigdha helps the customer service teams to leverage the right technology along with AI to deliver exceptional and memorable customer experiences.

    Being a customer service adherent, her goal is to show that organizations can use customer experience as a competitive advantage and win customer loyalty.

    Table of Contents

      Start converting your website visitors into customers today!

      Share this post
      • Twitter
      • LinkedIn
      • Facebook

      REVE Chat Blog

      Stay updated with the latest trends and ideas we share

      View all posts
      40 Potential Use Cases for Chatbots in Banking

      40 Potential Use Cases for Chatbots in Banking

      Banking chatbots are increasingly gaining prominence as they offer an array of benefits to both banks and customers alike. It...

      Lead Management Process - Importance, Stages & Best Practices

      Lead Management Process - Importance, Stages & Best Practices

      What happens when your business doesn’t have a well-defined lead management process in place? You might then struggle to track,...

      13 Voice of the Customer Methodologies to Generate Customer Feedback

      13 Voice of the Customer Methodologies to Generate Customer Feedback

      In your business, you need information about your customers’ pain points, preferences, requirements, and most importantly their feedback.  Now think this...

      Start converting your website visitors into customers today!

      Get Started
      0 Shares
      Share via
      Copy link
      Powered by Social Snap