“A true Omnichannel solution recognizes a customer when they start the engagement, greet them with their name and carry out a conversation using what they know about the customer –past behavior, purchases, and preferences.”
That is undoubtedly what a true Omni channel is all about, customer centric ecommerce business. This implies that the customer can switch channels while shopping without restrictions of pre-defined menus or limited by strict adherence to rules. Customers want a seamless experience and are awed by the personalized experience that an Omni channel solution is able to offer.
From text to web chat, mobile apps to messaging, Twitter to Instagram and Facebook, not to forget the telephone, across each one of these channels the customer leaves his digital footprint.
What every customer wants and appreciates is a personalized service. This is nothing but recognition of the customer at every step of his shopping journey. From greeting a customer at the start, to carrying on a relevant dialogue throughout is well appreciated and possible as a result of the mapping of his trail which leaves information about his choices, like and dislikes as also his preferences according to his shopping pattern. What makes it possible is the tight knit integration of a brand’s CRM and the customer information in real time.
A true Omni channel solution avoids a situation where the customer has to repeat himself over every channel he surfs or shops. It is context that is most important and this is maintained by sellers by tracing the transaction history across channels or by transferring session IDs. Thus offering one of the tenets of a true Omni channel solution.
Customer experience does not just stop here. A seamless integrated marketing through different departments is what can offer to customers a great experience when shopping. It involves the marketing team managing social media as well as the digital teams managing the web or mobile chats which work to give a wholesome coherent experience to customers. It is like a jigsaw puzzle which needs to fit in the right slot to get the correct solution. Hence these teams must be given access to knowledge management systems, software’s used by the business and central CRM systems in order to work in sync and not be restricted by company Silos.
As mentioned earlier automation is the order of the day and the availability of AI has made it easy to understand and predict customer behavior through natural language processing and automated speech recognition. The sophistication of these systems is such that they recognize a customer’s voice despite any background noise and is receptive to complicated prompts. A customer feels elated when he gets personal attention and it is dialog management technology that helps to establish a dialogue based interaction over voice and digital channels, thus giving the feel of a human response which is very much individual to a customer. This helps to provide a very authentic and true Omni channel solution.
A few things to remember are:
Vdezi is now Eunimart
Change is constant and we are changing with the times. Coming to you with a new name and a new face, but with the same old team that you have always trusted. Take a look around and tell us what you think!