The omnichannel experience for customers has been a prominent topic in the corporate world, mainly in a scenario where consumer expectations are always rising. Throughout your entire purchasing journey, from the first contact to the delivery of your orders, these highlighted points allow companies to integrate communication and sales channels, providing a consistent and smooth journey for customers
The effective integration of channels also allows consumers to interact with the brand in an efficient and satisfying manner, regardless of the chosen contact format. The positive impact of this integration is evident in operational improvements, increase in negotiations and a more personalized customer experience, generating fewer errors
The importance of using different channels
Renato Torres, entrepreneur and specialist in technology and marketing, highlights the relevance of using technologies that enable the integration of online and offline channels, how CRM (Customer Relationship Management) and sales management platforms. "The true omnichannel experience is one in which the customer does not even notice the change between contact channels due to the quality of the service provided". With this concept, it is possible to create a seamless journey, where each touchpoint is connected efficiently and practically, affirms Torres
According to a study by Harvard Business Review, more than 70% of consumers use multiple channels in their shopping journeys, what exposes the need for companies to invest in omnichannel strategies to meet the ever-increasing expectations of customers
Torres explains that, when integrating channels such as physical stores, e-commerce, social networks, applications and telephone service, companies can provide a satisfactory experience regardless of the chosen channel. Channel integration improves customer experience and increases the operational efficiency of the company, what allows for a more centralized and effective management of interactions with consumers, understanding what the points of improvement that can be applied in the future are, highlights
Companies that have implemented omnichannel strategies have seen positive results. Magazine Luiza, for example, integrate your online and offline operations, what led her to increase her sales by more than 60% in e-commerce in 2020. Another success story is that of Starbucks, that uses an app to create an integrated shopping experience, allowing customers to place orders, pay them, remove the order in the store and collect loyalty points
Organization of customer data and personalized interactions
The specialist highlights that, with a well-implemented CRM system, companies can understand more effectively the behavior and preferences of customers, offering more relevant and personalized products and services according to your preferences. This not only increases customer satisfaction, but also generates loyalty, enabling indications for other future sales, affirms
According to a survey by Salesforce, companies that use CRM can record an increase of up to 29% in sales and an improvement of up to 34% in customer satisfaction. For Renato, these data highlight the positive impact that technological integration can have on the customer journey and on companies' cash flow. "The first step is to understand how these solutions can be used to create meaningful and lasting connections with customers", says Torres
The omnichannel experience also helps to solve one of the biggest challenges faced by companies: the dispersion of customer data. With the integration of the channels, the interaction data and other records are centralized in a single system, allowing a broad view of the customer journey. This allows companies to be more proactive in problem-solving and more accurate in offering products and services, creating a unique experience for customers, concludes Torres
