Omnichannel Digital ChannelsWe have officially entered a digital world with customers demanding that companies and organisations communicate with them in a broader variety of ways – including via the web, social, and mobile. From marketing to sales and service, it is fast becoming critical for companies to provide seamless and consistent customer interactions via these digital channels – or risk losing customers to the more engaged competition.

For many organisations, the approach to adding new digital channels into the customer interaction mix has been to integrate them one at a time in a predominately siloed manner.

We see it day in and day out, businesses spend big bucks on what they see as innovative point solutions for digital channels like email, web chat, and SMS, but the majority of them are missing the true fundamentals behind delivering a consistent experience across digital channels, as well as across the customer journey as a whole.

Let’s look at a typical customer journey taking place in a physical or ‘brick & mortar’ location. Imagine a customer walking into a branch office or retail store once per week for a month. Every time that customer walks in, you recognise them, you know their preferences and buying behaviour, and you assist them in a personalized way to answer any questions that they may have about their potential purchase. After four weeks, the customer returns and makes a purchase.

Now, let’s transfer this experience over to the digital customer world – one that spans multiple channels and touch points within your business. For example, a customer engages with your mobile app, then surfs your company’s web site for product information, and finally taps into their social media networks to get the latest reviews on your company to help them make a purchase decision. They do this multiple times a week over a four-week period, using different channels and speaking with different agents along the way. The problem is that each interaction is typically managed individually without context, usually by a different customer service agent. There is little to no visibility of the customer’s history – across each channel of interaction – and therefore no agent visibility into previous buying behaviour, customer preferences, and interactions context – or of a conversion if and when a sales is made.

So, how can you improve sales effectiveness in today’s highly digital world, across the end-to-end, multichannel customer journey? The answer lies in delivering an omnichannel customer experience.

Below are 3 tips to help you get there, helping you capitalize on your digital engagement opportunities with customers to increase sales effectiveness:

  1. Seize the Online Moment – Proactively engage customers on the web to offer them personalised assistance that drives sales conversions in real time. Don’t ignore online customers and leave them to rely on your website alone for help. Engage your customers using real-time proactive tools, such as web chat or web call back, to provide assistance to the customer throughout the decision making process. Complement the front-end tools with back-end integration, enabling your business to understand customer behaviour, validate the buying process, and increase online conversion rates.
  2. Integrate Proactive Lead Follow-up – The mass amount of online browsers who abandon the sales process (cart abandonment) creates a huge opportunity for businesses. Being able to identify customer behaviour and build a personal profile of customers who are seen as prospects is a dream come true for lead development. This quality information can easily be picked up, analysed and presented back to the business as a lead opportunity.
  3. Close Sales with Returning Customers – With customer profiling and proactive tools in place, businesses instantly have the tools and information on hand to identify a returning customer to personalise the interaction. Providing this personalisation through behavioural analysis will delight the customer and position the business positively in the sales process.

When it comes to engaging customer over digital channels, it’s critical to drive seamless and consistent omnichannel experience – across the end-to-end customer journey. Your strategy should look beyond multichannel and ensure that your business has real-time insight into all past and present customer activity in one view.

Don’t fall behind on your customer’s expectations. Ensure your business isn’t fooled by multi-channel tools, masquerading as an omnichannel solution!

To learn more, check out our new digital engagement whitepaper, which provides deeper insight and analysis into the opportunities digital channels present in improving sales conversions. Read it here!

Matt Surridge

Matt Surridge

Based in Hong Kong, Matt Surridge is currently Strategic Director,Digital Channels & Customer Experience for APAC at Genesys. With more than 20 years of experience in the contact centre and software industries, Matt has held variety of roles, ranging from...