Omnichannel communication – create an integrated strategy across all touchpoints

Every entrepreneur focused on building effective communication with customers has likely encountered the concept of omnichannel messaging. However, not everyone fully understands what it entails, how it operates, or the advantages it offers to a marketing strategy. We’ve put together a guide to explain what omnichannel messaging is and how implementing it can impact your brand.

What is omnichannel communication

Omnichannel is a system of interaction with customers, in which a person contacts a company through various channels: website, e-mail, social networks, phone, messengers, etc.  At the same time, all channels work in conjunction. Relations with the company are seamless, regardless of the entry point. At the right time, the right channel is implemented: the buyer may start via the website, clarify the details in the messenger and order by phone, then finally follow the delivery and leave feedback again via messenger.  And on each step the client’s info and history of correspondence is collected.

At first glance, omnichannel is no different from multichannel, as it also implies the use of more than one tool to communicate with customers. Nevertheless there is a significant difference – in multichannel communications, channels exist independently of each other and are often not connected at all. 

In the case of omnichannel, many channels are used to communicate with clients at once, but thanks to the use of a single system, an impression of a continuous communication session is created, and customers immediately see it and, importantly, appreciate it. 

What omnichannel does for business

  • Integrates channels into a unified system
  • Facilitates seamless customer interactions
  • Provides insights into customer behavior patterns

Some statistics: According to Salesforce, 74% of customers used more than one channel to complete a purchase. 87% of retailers recognize the omnichannel marketing strategy as crucial for their business (Research-live). Deloitte states that 48% of customers are willing to share their data for personalization, an integral functionality in omnichannel marketing tools.

Benefits of omnichannel communication 

Implementing an effective omnichannel communication strategy offers several benefits both for clients:

  • Convenient communication. Buyers can study information, get help in any comfortable way: by phone, in messenger, in a chat on the website.
  • High-quality service. There is an opportunity to choose the most convenient channel of interaction and receive good service.
  • Satisfaction. All information about the customer (behavior, interests) is gathered in a single system, it will not be difficult to find the right personal approach or choose a proper offer. 
  • No repetitive questions. With an omnichannel strategy, customers will not have to answer the same when using multiple messaging channels.
  • Saving time. Continuous interactions via numerous tools and prompt reaction will not allow buyers to wait long for a response to requests.

 and businesses:

  • Increased conversion from marketing activities. Your customers not only see the promotional offers in different sources, but also have the opportunity to immediately make a deal through the same interface, if necessary, asking clarifying questions to the seller.
  • Sales growth. Various ways of making a deal increase the purchase possibility and revenue growth. 
  • Improving the quality of feedback, as a result, the level of trust on the part of the customer increases.
  • Enhanced analytics. The ability to analyze big data through different channels of interaction with the client, optimize marketing policy based on it.
  • Brand recognition and business competitiveness. (including in terms of building interaction with the consumer, who will choose a more sociable seller against the background of competitors).

The trend is visible – businesses that integrate omnichannel messaging strategies are better able to face all their customers’ communication needs, improve the relationships and elevate business. 

Omnichannel obviously

The example below clearly demonstrates how the omnichannel approach works.

Implementing an omnichannel strategy

To start an omnichannel integration you need to allocate:

1. Messaging goals – what you intend to achieve – increased sales, or enhanced customer engagement, or brand recognition increase, etc.

2.Target audience – who are your consumers and what are their interests and needs.

3.Time resources  – it takes time to integrate an omnichannel approach into your existing business strategy, – implementation itself, staff training. 

4.Money resources – the strategy will become an additional investment for the company. The cost of an omnichannel system varies. 

5.Messaging channels – which channels will be the best to achieve your goals and satisfy the clients.

6.How to implement – the way you are going to introduce the messaging into your strategy. The best one is to cooperate with a business communication platform to get easy integration and full analytics.

The best decision is to hire the services of specialized customer communication platforms. In this case you will be guaranteed the results similar to those our customers achieve daily.

ImLink ensures effective omnichannel communication with clients across a range of communication channels: SMS, WhatsApp, Viber, FlashCall, Cascade, etc. Please complete the form on our website. Our manager will offer the options for cooperation and connection.

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