{"id":50747,"date":"2021-08-16T08:42:47","date_gmt":"2021-08-16T12:42:47","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=50747"},"modified":"2025-01-21T04:43:41","modified_gmt":"2025-01-21T09:43:41","slug":"omnichannel-customer-experience","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/omnichannel-customer-experience\/","title":{"rendered":"What are Omnichannel Customer Experiences?"},"content":{"rendered":"

An omnichannel customer experience that is consistent at every level has been shown to lead to an increase in loyal brand ambassadors, positive product reviews, and happy social media sharing. And that makes intuitive sense \u2014 if your prospect is consistently happy from the first contact onward, without frustration or confusion entering the equation, they\u2019re more likely to become customers.<\/p>\n

<\/div>\n

\"customer<\/p>\n

<\/div>\n

The general idea behind omnichannel consistency is to make interacting with your company absolutely effortless for customers. That means across all possible touchpoints there should be no friction, no knowledge gaps, no data discrepancies, and no online versus in-store inconsistencies.<\/p>\n

<\/div>\n

This requires every channel to be well-designed, purposefully-managed, and consistent with the rest. If you can pull that off, the omnichannel presence can do wonders for customer experience.<\/p>\n

<\/div>\n

What is \u201comnichannel\u201d customer experience?<\/h2>\n

We\u2019re talking about the customer experience<\/a> at every channel and touchpoint for your business: your social accounts, your website, your marketing comms, your in-store sales people, your brochures, your ads, your live chat support team \u2014 anywhere customers can interact with your brand during their buying journey and post-sale.<\/p>\n

<\/div>\n

Multichannel customer experience<\/em> means being present at each of these touchpoints. Literally, your customers can experience your brand through various channels. Most companies are now multichannel; they don\u2019t necessarily interconnect well, but the channels exist.<\/p>\n

<\/div>\n

Omnichannel customer experience<\/em> differs in that every individual touchpoint is interconnected with the rest and provides an identical level of service and communication as the rest. In other words, an omnichannel presence means maintaining a holistic, universal approach to the way you engage with your clients.<\/p>\n

<\/div>\n

An example customer journey<\/h2>\n

Mary sees a Facebook ad for a gorgeous new sofa from Big Comfy Sofas. She clicks the ad and lands on the exact product page on the website. Naturally, the price, images, colors, etc., are all true to the ad.<\/p>\n

<\/div>\n

To get delivery information, she loads live chat. The support team gives her precise and accurate information for that specific product. After a few days of thought, Mary pings the Big Comfy Sofas Facebook page to ask if they have that sofa in a physical store nearby. The team immediately finds the nearest sofa (which matches the color and size from the ad) and tells her where it is.<\/p>\n

<\/div>\n

Mary visits the real store, where the assistant’s information matches the Facebook and website chat information exactly. Mary buys the sofa.<\/p>\n

<\/div>\n

If this seems obvious to you, then great \u2014 you can already see the value in omnichannel customer experience. The problem is that it doesn\u2019t usually go this way. Here are just a few common ways this breaks down for basic multichannel arrangements:<\/p>\n

<\/div>\n