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BizReport : Advertising archives : December 25, 2015

Top 3 tips to a better omni-channel strategy

Omni-channel marketing doesn't just mean have a presence in different channels; it means offering consumers the same, consistent messaging and experience across all channels. Here are our top 3 tips to a better omni-channel strategy.

by Kristina Knight

Kristina: How can brands 'do omni-channel' better?

Rajeev Shrivastava, Chief Strategy Officer, inContact: Identifying and prioritizing which channels to focus on is a critical first step. You don't want to add channels unless you are ready to add the channel. Here's an analogy, it's spring so everyone is planting. But you don't want to add a new garden unless you are prepared to take care of it. And you've got to continue to take great care of your current garden. Brand leaders must take care of what they have and make it as good as it can be. Critical research shows that consumers want more channels, but they first want people to resolve their issues and also value their time. Brands must find the balance between what your customers want and what you are able to provide. Organizations should not be afraid to reach out and talk to their customers. Customers crave a good experience and are often willing to take an active role in their own customer experience.

Kristina: What are your top 3 strategies for a solid omnichannel strategy?

Rajeev: Start where you are and conduct a stringent self-evaluation - and this goes back to some of my earlier answers; do you have the technology to do it and do you have (or can you find) the people to support it? Customers want omnichannel, they expect it, but if you offer it and then do it poorly, your customers will leave you as a result.
• It's ok to do a slow roll-out of different channels. Take some time and discover how to handle a new channel well and intertwine it into your operations. Understand how it impacts your business, including workforce management. Know where the tentacles reach and understand the possible impact.
• Invest the required technological and human resources necessary to create a truly omnichannel strategy. Technology can't solve it alone. And people are the ultimate integration tool, but can't solve technology problems. Strike the appropriate balance between the required technology and the people trained to best deliver the experience customers expect. This will pay off handsomely down the road. Our research shows that organizations that implement an effective omnichannel strategy experience a 3.4 percent increase in customer lifetime value.

Image via Shutterstock

Tags: advertising, inContact, omni-channel marketing, omnichannel

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