What Is Omnichannel Communication?
Author: BUKA CHINA SKYLINE TELECOM CLOUD SMS PLATFORM Release time:Definition
Omni-channel communication means that a business maps the client's journey and delivers a consistent experience across any customer touch-point starting from pre-sales to post-sales and everything in between.
In this way, a business can provide better and more personalized services to each client, meeting any customer needs along the customer journey at any time. Capture each potential client and build a long-term customer relationship.
A well-executed omnichannel communication strategy shall include both online and offline services to ensure the continuity of the service. Meanwhile, it shall include multiple channels to connect with the client, like emails, SMS, voice, social media, websites, physical stores, and so on.
Features
Before, companies use multiple channels to provide service. Now, the trend is omnichannel. Let's compare the two types of channels.
1.Customization
One of the crucial features of omnichannel is customization. With AI power and data analyzing capacity, the control center of the omnichannel can gather customer information and make predictions, therefore guiding customers accordingly. This experience will make the customer feel better served due to the customization.
While with multiple channels, companies are more conveying brand messages to customers and short of personalized support.
2.Data integration
With omnichannel, the control center can gather customer data from all channels. It can further analyze the data and predict the client's behaviors. The ability to integrate data is another essential feature of omnichannel.
With multi-channel, channels are disconnected from each other. There is no data analyzing capacity.
3.Service integrity
The omnichannel can provide a service from the beginning to the end with the combination of human agents and AI robots. There won't be any latency or unanswered inquiries. The customer journey is complete, fulfilled, and guided, where the needs are well met.
With multiple channels, the customer journey is inconsistent. In this case, it is easy to lose customers along the way when they try to get a service or some information that you couldn't provide timely.
4.Relationship building
The key to omnichannel communication is trying to build loyal, lasting, and long-term customer relationships. According to many surveys, companies make more profits from old loyal customers. Therefore serving well and maintaining old customers is the key to the success of a business.
Meanwhile, with multi-channel, companies are only responding to any situation they might encounter tactically, without a long-term and integrated strategy.
5.Timely interaction
Customers would get quicker responses and solutions from the omnichannel system than multi-channel. As a result, omnichannel interact more and better with customers. It can keep customers stay tuned, communicate and interact more. Meanwhile, more customer engagement provides more data for the system to analyze. The omnichannel creates a positive loop.
With multi-channel, there is no guarantee for interaction quality since different devices have different responding abilities.
Conclusion
Omni-channel is not about simply putting all channels together. It is to build a system that can integrate organically, creating an experience flow that is efficient, customized, and emphasizing interacting and relationship building. It uses AI as a supplement to human agents to provide seamless customer service. It gathers customers' information and makes full use of it to optimize the service. With happy customers, it drives more revenues for the company.
Omni-channel is the future. And you shall think about it. Building a well-executed omnichannel system may cost many efforts at the early stage, the result, however, is fruitful and sweet.
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