Digital Is Critical to Omnichannel Success

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Digital Engagement
Customer Experience
Omnichannel has become more than a buzzword; it's the customer experience goal of many companies. But organizational silos, lack of technology integration, and falling short in digital engagement often prevent organizations from achieving their well-intentioned plans.

Omnichannel has become more than a buzzword; it's the customer experience goal of many companies. But organizational silos, lack of technology integration, and falling short in digital engagement often prevent organizations from achieving their well-intentioned plans.

Digital is playing a major role in companies' omnichannel initiatives--so much that it may influence their decision to remain customers of a particular brand.

1to1 Media recently conducted a survey with SurveyMonkey of 525 consumers to learn about their digital preferences and interactions. We found that digital consumer behavior increasingly means interacting via social and mobile, places where most organizations have yet to create a sturdy customer experience foundation. The survey found that 17 percent of consumers would stop doing business with a company that didn't have a strong digital presence, and another 40 percent would consider ending the relationship

Digital engagement and omnichannel are also top of mind with industry analysts and bloggers lately. Brendan Witcher, of Forrester, talks about how to abolish abandon rates for in-store pickup by following four techniques. "Return rates are an issue every retailer looks to minimize, but launching new omnichannel capabilities may have caused them to take their eye off the ball," he said.

Ed Terpening, from Altimeter Group, discusses the implications of "dark social" and how brands are possibly missing insights into a treasure trove of peer sharing that occurs outside social media's walls, and usually outside measurement ability. He gives examples of how Ghirardelli, Time, and Adidas are addressing dark social.

Lisa Abbott, of Genesys, says that creating a successful omnichannel engagement center relies on a number of measures including process improvement and breaking down silos. "Because there are interrelationships between nearly every department, take a step back and look at the big picture of your entire organization to find potential roadblocks that could prevent making the transition to omnichannel engagement," she advised.

And Peter Wannemacher, also of Forrester, calls out banks for offering "shoddy" cross-channel experiences in his blog. He cites a new report that gives advice on how to design a better cross-channel experience.

How are you ensuring seamless omnichannel experiences and better digital engagement with your customers?

EXPERT OPINION
EXPERT OPINION