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Omnichannel and customer experience: how companies can improve customer relationships

22 November 2023

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SUMMARY

How the customer journey has evolved and why omnichanneling is important Companies are increasingly challenged to cope with a complex and fragmented customer journey , which requires them to be present with their products and services on multiple touchpoints. This is precisely why it is important to move toomnichannelality to respond to consumers who want increasingly personalized, synergistic, and fluid shopping experiences. The current context is one of an increasingly important digital transition, also characterized by the disruption of the traditional sales funnel. The middle phase of the typical purchase path has been renamed the messy middle , during which the consumer implements two mechanisms to derive information about a particular product or service: initially he or she explores different purchase options and then becomes active in ranking and comparing the various options. Companies need to be good at retaining the attention of the potential customer at this very stage and across multiple touch points. How to improve the relationship between companies and customers Companies are required to explore different channels of contact with customers , seeking to constantly and individually improve the management and performance of each touchpoint. Contextually, however, there must be active synergy between processes and technologies…

How the customer journey has evolved and why omnichanneling is important

Companies are increasingly challenged to cope with a complex and fragmented customer journey , which requires them to be present with their products and services on multiple touchpoints. This is precisely why it is important to move toomnichannelality to respond to consumers who want increasingly personalized, synergistic, and fluid shopping experiences. The current context is one of an increasingly important digital transition, also characterized by the disruption of the traditional sales funnel.

The middle phase of the typical purchase path has been renamed the messy middle , during which the consumer implements two mechanisms to derive information about a particular product or service: initially he or she explores different purchase options and then becomes active in ranking and comparing the various options. Companies need to be good at retaining the attention of the potential customer at this very stage and across multiple touch points.

How to improve the relationship between companies and customers

Companies are required to explore different channels of contact with customers , seeking to constantly and individually improve the management and performance of each touchpoint. Contextually, however, there must be active synergy between processes and technologies in order to build a personalized relationship with the potential customer throughout the entire buyer’s journey.

In Italy, according to a study by the Omnichannel Customer Experience Observatory of the Politecnico di Milano, only 33 percent of companies have a complete understanding of a customer’s data, which is not limited only to master data but also includes behavior information and feedback on products and services.

Advanced customer relationship management tools are used by only 25 percent of companies. Interest around the digital customer experience is growing, but currently only 6 percent of companies are using an omnichannel approach.

Why omnichanneling enhances the customer experience

An omnichannel approach by companies involves a synergy between processes and technologies, regardless of the nature of individual touchpoints. An omnichannel customer experience makes itpossible to leverage customer data collected across different channels, integrating them and providing a highly personalized view.

Channels can be physical (e.g., stores, fairs, printed catalogs), digital (such as websites, social media, e-mail, apps) and hybrid (customer service, product configurators, interactive in-store displays).

How to improve customer experience: the importance of collecting customer data

An efficient omnichannel journey must be supported by technologies that are capable of collecting, analyzing, and processing large amounts of data about customers at each and every step of the customer experience.

  • COLLECTION. At this stage, the goal of integrating all the data the company has at its disposal must be pursued. This can be done by using CRMs capable of harmonizing information from multiple sources.
  • ANALYSIS. It then goes on to process consumer insights through models and algorithms, employing Analytics tools to derive value from complex data.
  • ACTIVATION. Then the insights obtained are used for business functions of communication, marketing and sales. Marketing automation tools, which help the company manage customer interaction, can be useful at this stage.
  • ASSESSMENT. In conclusion, the main goal is to improve the customer experience through continuous listening to the customer, using voice-of-customer technologies through which communication between company and consumer can be optimized.

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