Omnichannel management: The key to a positive customer experience

Many touchpoints – a consistent company image

Regardless of how your company maintains contact with customers or prospects, whether online or offline, through your website, online ads, TV advertising, mobile apps, communities or blogs, over the phone with customer service, in chats or on WhatsApp, or shop personnel: every touchpoint counts when it comes to offering customers an unforgettable experience within their customer journey. That is why it is important to know your touchpoints, to design them consistently and to actively orchestrate them.

The omnichannel challenge

Customers today expect personalized, relevant shopping experiences and a consistent corporate image at every touchpoint. Most customers do not gather information linearly, nor do they purchase solely online or offline, but choose a channel according to the respective situation. A purchase decision is made based on the sum total of these experiences. What does this mean for companies? It takes more than simply being present on all channels to convince customers. Your customers are so-called channel hoppers, a reality that an omnichannel approach takes into account.

What is omnichannel?

Omnichannel is requisite for the successful digitization of your company. Omnichannel management, also known as all-channel sales, as an extension of multi- and cross-channel management, refers to the synchronized planning, management and monitoring of sales channels and touchpoints. The goal is to optimize the customer experience. This enables companies to react to customer behavior: as channel hoppers, they switch between different online and offline channels.

Channel hoppers prefer omnichannel

How and where do consumers prefer to shop and where do they get the necessary advice? Most customers do not act in a strictly black and white manner, nor do they buy solely online or offline, but choose a channel depending on the time, product or situation and hop between channels within the purchase process: these are the channel hoppers. It represents a technical challenge that requires seamless CRM system support, on the one hand, and places new demands on corporate culture and customer care on the other.

Five success factors for omnichannel management

To help you succeed in practice with omnichannel, we list five success factors below.

  1. Channel-independent processes: There are several advantages to processes that are not bound to channels: a consistent, smooth customer experience for customers across all touchpoints, along with better measurability and continuous optimization of customer interactions.
  2. Separate inbound and outbound channels: It is not unusual that answering an e-mail inquiry ends up in an unpleasant, boring e-mail back and forth. Customers should be able to choose the inbound and reply channels. This boosts throughput time and first resolution rates.
  3. Process management: Not all decisions have to be made by employees. Software can provide support. Automated processes are less error-prone, independent of time and place, and faster, which in turn pays off in customer satisfaction. AI also opens up entirely new possibilities for intelligent, automated decisions.
  4. Customers change. Change along with them! Platforms and preferences change quickly. What is important is to cleanly integrate selected touchpoints in sales, marketing and service. A new tool is not needed for each touchpoint, on the contrary: too many tools hinder a central customer view. We recommend flexible software so that you are always present on the channels on which your customers are active.
  5. Central customer view: The magic word: 360° customer view. From a business perspective, it is worth bundling all interactions in a central customer view so that staff can serve your customers competently and politely, on whatever touchpoint they prefer. This means that they must have all the information available to them at a glance.

Omnichannel management with BSI software

The basis for target-oriented omni-channel management is knowing your touchpoints and their relevance for your customers. You can seamlessly accompany your customers through the channels with BSI software. BSI CRM compiles the data from your touchpoints in a 360° customer view and stores every relevant interaction in the customer dossier. With BSI Studio, the marketing automation platform, you can use this information to design cross-touchpoint customer journeys. The omnichannel solutions, BSI Contact Center, BSI Portal, BSI PoS and BSI Dealmaker, are all part of BSI CRM and support you right where customers are.

Regardless of whether on the phone, in self-service, in the sales branch or during a consultation, your staff always has the right information at hand. They can trace the topics on which sales, marketing and service points have already had contact with customers and how their concerns were dealt with. Each process can be started independently of the touchpoint. Customer concerns are handled with guidance and efficiently routed to the position in charge within the company. Customer inquiries no longer get lost, thanks to defined SLAs and escalation processes.

Seven steps to omnichannel

  1. Identification of the touchpoints
  2. Documentation of the touchpoints: Which touchpoint supplies which information?
  3. Elimination of unnecessary overlapping between channels
  4. Bundling of all data in a single CRM system
  5. Integration of new, relevant channels into the system
  6. Clarification of legal requirements and data protection compliance
  7. Introduction of first use cases and evaluation of customer reactions

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