Omni-channel marketing is a relatively new phenomenon. It is gaining weight in developed countries and has recently migrated to our reality. Localization gives us the term Omnichannel as the most accurately conveying meaning. There is a desire to call this technology Multi-channel / multi-channel, but in this case, we will make a mistake. Managed infrastructure services experts tried to define the term more accurately.
That is, literally, the speech is not just about multi-channel, but about “everywhere-and-immediately-channel”. This is the fundamental difference that defines the key problem of modern services being solved by the new approach.
Launching an entire arsenal of sales channels is only half the battle. Many people, having taken care of the mobile and desktop site, their presence on social networks and even offline, forget to integrate different channels of communication with each other elementary. It turns out a big pile of unrelated data, inconvenience, and sometimes customer dissatisfaction. Agree, accepting the application on the site, it will be strange to re-request all user data when he calls to find out the status of the order or, after entering the application, does not find current activities in your account.
Speaking about the omnichannel model, Network Security Services Companies mainly mean retail, since it is the business that combines sales on the Internet and in retail outlets that most fully apply the full range of omnichannel capabilities.
Evolution of communications
The omnichannel model is not limited to online only. On the contrary, this strategy presupposes close integration of all types of interaction, both remote and live. When a company declares that it interacts with customers across a wide range of channels, this does not necessarily indicate efficiency and growth rates. It happens that the support service in the messengers’ works by itself, the collection of leads on the site is in itself, and the employees of the store or point of the issue do not understand what is happening outside their area of responsibility.
In this case, the client is, to put it mildly, not happy with the fact that the seller is not able to take over his care and provide him with a positive experience. Instead, the client repeatedly provides the system with the same data and has to perform many actions with his own hands in order to keep abreast of updates regarding his service and service in general.
This business also deprives itself of valuable data that it could use to improve the service process and, consequently, to increase sales. Data collected from several sources, reflecting a coherent picture of interaction with the client, provide much more adequate information for decision-making, rather than scattered observations. It is even worse if these observations are processed manually instead of using automatic data collection and processing systems.
In the Harvard Business Review, 46,000 respondents surveyed and found that 7% of them are exclusively online shoppers, and 20% recognize only offline. The remaining 73% is exactly the Omni group.
This means that the vast majority of people are no longer ready for the same type of interaction - only at the point of sale or only on the site (in the application). The customers, while on the premises of the stores, like to receive information from smart stands and tablets in the sales area, watch catalogs, compare properties and prices for products. Sometimes they look at the goods on the spot and make a decision later, after which they make an online order. In other cases, they pick up interesting models on the Internet and go to the point of sale to finally make sure of the choice and make a purchase. The bottom line is that such a user experience is no longer an exception but rather claims to be the rule.
The Oracle Retail Mobility Insights Report for 2018 reports that 60% of business representatives surveyed expect serious pressure and competition from less experienced and not so large companies that rely on manufacturability and customer-oriented approach.
Experts from Managed desktop predict that in the near future, 70% of e-commerce will move from B2C and B2B models to models that focus on unique customer experience.
Do not think that the future is entirely digital. User surveys conducted by Network Security Services Companies show that 35% of them are ready to close “administrative” questions, such as, for example, changing the tariff and user data to digital. At the same time, only 24% are ready to abandon live counseling in solving technical problems.
Thus, companies that quickly and confidently go online to the detriment of live sales, make the mistake of moving away from their target audience. Everything suggests that customers want to take advantage of the ubiquitous presence of retailers. They need showrooms, web-rooms, calls to technical support, consultants in sales areas, online catalogs and any other ways to surround them with attention and care.