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Creating an Omnichannel Customer Journey

As the owner or manager of a highly competitive business, you know that finding customers and keeping them is important to your success. Back in the day, you’d have chosen a high street location, offered excellent in-person service and may have done some print advertising. With the advent of social media and online shopping, you may have added more channels to your repertoire: an ecommerce website, active social media presence and maybe even a mobile app. 

With all these channels working for you, you now have a multichannel presence, but you know that customers skip between channels. Can you create a unified omnichannel customer journey that leads clients to conversion across all these channels? Before we look at how you can map the customer journey and use omnichannel marketing at its best, let’s look at an example. 

Omnichannel Customer Journey Example

You’re browsing your socials when you spot an advert that interests you. You take a closer look and add it to your wishlist thinking you might get back to it later on.

The next day, you receive a message reminding you about your wishlist item, so you head for the ecommerce website to check out the product again. Along with your wishlist item, you now see several other suggested items that seem purposefully selected to appeal to your preferences.  

You make your selections, and you see that you can either have the item delivered or collect it from a nearby store. Eager to save on delivery charges, you drop by to collect your order which is ready and waiting for you. 

You’re impressed because it was so easy and convenient to shop. Will you buy from this business again? Absolutely! Did all of this occur by accident? Definitely not! The business in our example used an omnichannel customer journey map to provide you with the very best in personalised service. But how did they make it all happen?

How to Design Effective Omnichannel Customer Journeys 

1. Learn how customers shop

Your first step is to consider all the routes that customers follow before making a purchase. Take it as a given that they’ll skip between channels and research the journeys that customers most often follow first. 

2. Optimise touchpoints

Now that you know which channels customers are likely to use and how they might jump between channels, you can look at optimising touch points so that each one matches the stages of the customer journey your customers may follow. 

3. Plot your sales funnel

With data showing how customers shop, you can start working on ways to move prospective customers through the sales funnel towards conversion. Keep their experiences in mind throughout. People like reminders and recommendations but they don’t want to feel overwhelmed by them. 

4. Choose a combination of tech tools strategically

With thousands of customer journeys to follow and multiple channels to link, you’ll need the right technology to process and record customer information. You might also want to look for ways to persuade customers to add to the channels they’re already using. For example, you might encourage them to share an email address or download your app. 

5. Analyse your data and get customer feedback

Data shows you what customers do, but your most valuable information comes from the things customers say. Use simple feedback forms to see how you’re doing. For instance, customer effort scores tell you whether customers found the purchasing process easy and intuitive. 

When surveying customers, allow them an opportunity to comment on their experiences in greater detail. The few customers who take advantage of this are a source of valuable info. Don’t forget to look at customer support requests – they could indicate areas where your customers struggled. 

6. Make it even easier

Information is only as useful as the action that follows. Use your data to create a veritable freeway towards conversion. Your goal? Make it extremely easy for customers to make that all-important purchase. 

7. Keep up the good work

There’s always room for improvement, so keep on analysing your data and listening to customer voices. Remember, tech-savvy omnichannel shoppers buy more and are more likely to remain loyal

Benefits of Prioritising Omnichannel Customer Journeys

You can probably imagine how prioritising omnichannel customer journeys benefits you and your customers. However, there’s nothing like facts and figures to confirm that gut feel. Interestingly, even supermarket shoppers are often omnichannel shoppers

According to Supermarket News, 77 percent of customers use digital apps to make their shopping lists and nearly as many will use tech to check product availability before shopping. Those who use several channels to shop spend 50 percent more than those who don’t. 

Among the most important touchpoints, supermarket customers identified reliable stock levels and reports, checkout experiences, and pickup or delivery. Of course, for more complex businesses, there may be even more crucial touchpoints to consider. At the same time, this example serves to illustrate the benefits of purposeful implementation of the omnichannel experience. For example, the same digital tools you use to help you make sales and gather data can help with stock monitoring and sales forecasts. 

Ready to Join the Dots Between Channels? RSVP Can Help!

Despite all the digital processes and interactions with which customers engage, direct, person-to-person contact remains one of the best ways to uncover how customers feel about doing business with you. Instead of just looking at what they do, you can listen to what they say. But for most businesses, managing 24/7, multilingual customer service in-house is simply too costly and too complex. 

What omnichannel businesses need is a fully scalable outsourced service that operates around the clock – one that not only helps customers, but gathers vital data businesses need to revisit customer journeys, and redesign them to eliminate the need for assistance. 

As an omnichannel customer support service, it may seem strange that we work with you to gather the information you need to reduce the need for calls and contacts – but that’s exactly what we do! It’s also what your customers really want: a means of doing business that they can easily navigate without help. Remember, by the time they need in-person advice, they’re already frustrated and need very professional treatment to overcome their impatience. After all, they’ve already engaged in a digital customer experience that fails to deliver what they want from it.

That means that your customer support agents need omnichannel information too. Have the customers they’re helping reached out before? How did that go? What might be their next step from here on in, and can service agents preempt the need for further callbacks? With the right tools at their disposal, omnichannel customer service and support acts, not only to mollify customers who got stuck in your sales funnel, but to gather the information you need to craft better omnichannel customer journeys. 

Are you ready to rise to the challenge? Work with our London–based omnichannel support services. Gain a better understanding of your customers, their journeys, and their pain points with RSVP while retaining customers you might otherwise have lost. Let’s talk business and help you take yours to the next level with omnichannel journeys that work!

 

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