First things first: Omnichannel Marketing aims to make a customer’s life as easy as possible. More precisely, it’s about creating a 360-degree customer experience – online on all digital devices and offline at the point of sale. But what exactly is Omnichannel all about and what’s the difference to Multi-, and Crosschannel?
Imagine the following scenario: in the morning you scroll on your smartphone and discover a product that you like. In the office you look at it on the Computer. Later you head to an appointment and you recall the product again on your tablet. In the evening you research more precisely on the laptop and you finally decide to buy it – online or directly in the store. The lesson is clear: nowadays, customers choose a communication channel depending on time or situation. They are so-called “Channel Hoppers” and a successfully implemented Omnichannel Method requires that all relevant data that have been left on one channel is also transferred directly to the other channels. No customer wants to re-enter the data every time they connect with your company or product – whether on the smartphone, tablet or laptop. However, the term Omnichannel is still confused with Multi- and Crosschannel.
Related but not associated: Multi-, Cross- and Omnichannel
Before you get lost in the channel jungle now, it’s good to know the differences between these methods. Multichannel means that at least two channels are used or can be reached by the customer. For example an entrepreneur runs a business and an online shop, the criteria for a multichannel strategy is already given. Regardless of whether the channels are connected or not. Crosschannel, on the other hand, is a further development of Multichannel and means that all channels of the company are interconnected with each other. In this example Crosschannel means that the store and online shop are connected. For example, a customer can order a product in the online shop and can also pick it up in the shop afterwards – the owner knows that the customer already ordered online. The supreme discipline of Omnichannel connects all sales and communication channels used by the company. A seamless communication on all end devices and communication channels is offered to the customer. Therefor as an entrepreneur you should be present on all channels where your potential customers are trying to interact with you. Recognition value is the key!
CRM-Tools at the centerpiece
A synchronization of data and customer information on all devices and channels is the prerequisite of a successful Omnichannel Strategy. A Customer Relationship Management Tool at the centerpiece ensures that you are at the customer’s touchpoints at the right time. It helps companies stay in touch with their customers, optimize processes and increase sales. It’s important that the sales, marketing and service teams interact with each other to guarantee a seamless service. CRM and Omnichannel go hand in hand. Join them!
If you as a company feel that you are not yet Omnichannel enough or are looking for the right CRM tool, we will be happy to advise you. Because with the right strategy you can retain customers, in the best case forever.