OMNI-CHANNEL INTERACTIONS ARE THE FUTURE OF MARKETING

Over the last two decades, the way businesses communicate with customers has changed significantly.
Remarkably high-end experiences are something that every customer desires. For every business, the
customer is the king and hence they work with a customer-centric approach. The primary strategy is
customer engagement in which the content is made available as per the requirements of the
prospective customers to grab their attention. However, they now demand customized experiences as
well. Today’s marketing style focuses on providing seamless experiences throughout the customer
journey and delivering products according to their needs. In addition, this has been possible through the
implementation of omnichannel interactions. This strategy is now becoming a trend by surpassing the
initial phase of experimentation. Omnichannel interaction contains lead generating and customer
engagement techniques that use multiple platforms to deliver information about products and services
to the prospect. Now, companies can significantly understand the prospect and generate strategies for
winning in the markets.

Multiple choices for Customers
To have a competitive edge in the market, companies need to be present phygital (both physical and
digital platforms). Today, the customers are present everywhere and with access to smartphones and
the internet, they can access every platform with a single click. Thus, it becomes imperative for brands
to be present where they are so that they can reach out to their customers. At this stage being
omnichannel will give an advantage to the brand as wherever the customer wants to connect, they can
get accessibility in a hassle-free manner. According to a report by McKinsey & Company, personalization
increases revenues from 5% to 15% and also accelerates marketing efficiency up to 30% collectively,
omnichannel is a process of providing a unified experience with the help of multiple channels. Also,
when the customer can communicate with the company on multiple platforms, there is a chance of
gaining higher retention rates.

Customers prefer the companies who know their preferences
When given a chance to select between two companies, one is asking too many questions and the other
showing the relevant information to the customer, they generally reach out for the second option. The
companies following the omnichannel approach generate a sense of confidence and trust in the
customer. According to Harvard Business Review partnered with Maritz Motivation Solutions, when
customers were catered with personalized ads, the click-through rate (CTR) increased by 11% and
revenues increased by 38%.
To know the preferences of the prospect, companies need to follow an analytical approach. Data and
information are two prominent aspects of evaluating and understanding the customer base. But
companies should also stay aware of the analysis-paralysis phenomenon where the company assesses a
lot of information and is uncertain about the predictions.
Companies get better control over customer touchpoints
There can be multiple touchpoints through which the customers can connect with a brand or a
company. But the companies must also need to understand their touchpoints to improvise the rate of
customer satisfaction. They can start by devising strategies in terms of pricing, customer feedback,
content, integration, and implementation. The customer journey can be divided into three categories
that could help identify touchpoints that are before purchase, during purchase, and post-purchase.
Before purchase, a customer comes across a blog or an advertisement to know about the product or
brand. This primary stage introduces the brand to the prospect. During the purchase phase, if the
customer adds the product to their cart or Wishlist, the companies can use targeted advertising and
email marketing for customer acquisition. At this stage, the customer is likely to get converted and can
communicate effectively with the brand. Lastly, for the post-purchase phase, the roadmap must include
customer feedback and customer support. In this phase, if the customer has issues with the product quality or delivery experience, they must have the means to contact the company easily and get their grievance resolved in real-time.
In such a scenario, the customer communication process can be facilitated by the usage of the latest
technology such as AI chatbots for primary contact and automation for content dispersion.
Improvised brand promotion with higher satisfaction
When customers contact support, they expect businesses to listen to their grievance and solve it
effectively. Also, they expect a quicker response with ease of accessibility to the customer support
executive. When the customer experiences satisfaction with the services, they tend to stay connected
with the company and eventually stay loyal. This process creates a positive impact on the prospect and
they eventually end up referring the brand to their family and friends. Omnichannel interactions
improvise brand promotion as the customer expects companies to behave similarly on every platform.
The strategy can include optimizing websites and applications to the customer’s expectations. In
addition, brands must also work on the user interface (UI) to simplify the interaction process and to set
a clear brand identity.

Uniting various functions of a company
Following an omnichannel approach means incorporating a myriad of departments to work on a single
goal. This can be only possible with crisp communication between all levels of the stakeholders and the
employees. To deliver excellent results, marketing, sales, tech, PR, customer support, and many other
departments should land on the same page. The omnichannel approach reduces pain points, unifies
touchpoints, integrates platforms, and accelerates the buying process for the customers.
Final Thoughts
To stay ahead in the market and create seamless experiences for the customers, companies need to
focus on devising omnichannel strategies. A customer prefers personalization in terms of shopping
experience and an omnichannel approach can place the product in the right market as well as on the
right touchpoint of the prospect. Adapting technological solutions leads to better customer data
extraction and thus resulting in precise analysis. This data-driven and analytical approach further paves
way for devising customer-based strategies.

Today customers demand instant solutions to their problems as well as high-end experiences and the
omnichannel interaction provides the frontline support. Overall the prospect expects the companies to
be present everywhere, whether it is brick and mortar or a website and omnichannel interactions
facilitate this process. Due to the plethora of benefits, it brings for businesses, it is emerging to be a major
component of organizational strategies and is expected to be the future of marketing.