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What is omnichannel: a priority change in ecommerce

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What is omnichannel: a priority change in ecommerce

The massification of digital technology – an event that began seven decades ago and accelerated in the last two – changed the world. This is a commonly accepted statement and one that does not surprise anyone. In recent years, the trend towards digital has become stronger and its impact on consumer behavior has increased. Before, in the 80s and part of the 90s, we were all passive consumers, who submitted – without twisting – to the messages and offers of products or services from the big brands. But, now, we are active and participatory consumers; our behavior evolved to such an Vietnam Phone Number List extent that today we set the conditions. In the present, we choose the ways and the moments in which we expose ourselves and relate to business; Also, we demand that the products be tailored to our preferences,marketing are personalized. The old world of overcrowding ended and gave way to a new one tailored to our particularities.

This change, generated by new technologies, was reflected in many aspects of business-buyer interactions, and affected all marketing processes . Starting with the obligation to adapt products and services to the characteristics of the buyer, going through the personalization of previous and subsequent experiences and ending with the adaptation of the communications created for each stage of the conversion funnel. This scenario, in which customers control the process and demand greater agility and versatility, was the breeding ground for the birth of omnichannel, a novel marketing and business concept that initially confused many – because it didn’t They understood it well and they were not able to separate it from the well-known multi-channel approach, but that little by little it separated and took its own space in the daily discussions of the organizations. Omnichannel, then, was born and grew as a response from the business world to the customization demands of new consumers.


What is omnichannel and how is it different from multichannel?
It is critical to understand the differences between these two concepts to advance in the assimilation of each. If you ask us quickly about these differences, we could say that multichannel has to do with interaction alternatives and omnichannel, instead, with the integration of those interactions. In that way? Simple, multichannel is a tactic that encourages companies to open multiple channels to communicate with customers — the more, the better — without an interconnection between them. For its part, omnichannel is responsible for making these channels exist, but that the interactions through them have continuity and coherence. Now, this differentiation also brings to light some conclusions that are worth reviewing to deepen the understanding of both concepts: (a) multi-channel is a relationship proposal that cares more about the channels and the work in each one, than by the experience of the interlocutors; (b) in omnichannel there is a strong commitment to identify the interlocutor in order to follow the conversation through the different channels; and (c) in omnichannel, what worries is the creation of memorable experiences —and to achieve this, more work must be done on monitoring conversations than on creating and maintaining channels.

In summary, omnichannel refers to the strategies of accompanying the customer throughout their journey through the conversion funnel and multichanneling to the alternatives offered by the business for the customer to communicate. Omnichannel makes it easier for users to buy from the online store, write on WhatsApp to request a change in the order, pick up the product at a physical point of sale, find out the status of your order on Forex Email List and repeat the process from a mobile application. When we talk about omnichannel, we also talk about the design and analysis of processes that address the complete life cycle of the customer-company relationship; starting from the preliminary interactions in the various channels – making them coherent, consistent and compact – going through the conversion – generating an outstanding and personalized experience – and ending with the subsequent relationship – creating a history of the dialogues to generate knowledge that serves as input for future interactions.

What does omnichannel bring to companies?
Knowing the differences between the two concepts and their scope, we can evaluate the benefits that these two strategies have for business. The first, multi-channel, provides versatility in communications and stop counting. The only thing that multichannel offers are alternatives for customers to choose the channel that best suits their characteristics, but it does not allow them to jump between channels. For its part, omnichannel provides three clear and overwhelming benefits – which are obviously not the only ones, but they are the most prominent ones:

1. Reputation improvement . Companies that implement omnichannel manage to build solid relationships with audiences, generating a positive perception in the minds of customers. In addition, omnichannel focuses on ultra-personalized actions, which produces a less intrusive and polluting communication for the user —in volume of messages and precision of dialogue—, creating a greater predisposition to conversion.

2. Increased productivity in commercial and customer service processes . Omnichannel, generally, relies on the implementation of technological tools; With this, it is possible that many processes that were previously manual are automated. With the use of technological tools: the productivity of the commercial processes is increased, because the selection of the offers towards the client are produced by machines; and there is better monitoring of the conversational thread, because the same machines give access to the history of dialogues between company and client.

3. Generation of a competitive advantage of high value perceived by the client . The integration of all the relationship channels that is achieved with omnichannel has a strong impact on the reduction of business-customer interaction times, and this decrease produces two results: that the offers are more precise and that the dialogues are more fluid. Well, both are highly valued by customers, promoting that, as the relationship grows, they reduce their effort to get what they want.

How should an omnichannel strategy be implemented?
Omnichannel is a business strategy and, like all strategic processes, it must be approached with a rigorous step-by-step for its implementation to be successful. The methodology that we propose for the implementation consists of four steps: diagnosis, planning, execution and optimization. Next, we approach them one by one:

1. Diagnosis
In this first step, all moments and scenarios in which conversations take place between the business and customers must be reviewed. The objective here is to map these points of contact to clearly delimit the global ecosystem of relationship — analog and digital — of the company with its audiences. In addition, at this stage an assessment of the incidence and contribution in the conversion of each of these contact points must be made.

2. Planning
After the diagnosis stage, we immersed ourselves in planning the omnichannel strategy. The job here is to ask ourselves which channels will continue to work and which will not. Also, discuss the convenience of adding new channels. Ultimately, omnichannel planning is planning on existing and missing contact points, seeking that the ecosystem that is designed is the right one to achieve better customer management.

3. Execution
The third phase is the most extensive and complex of the process. Execution takes care of putting everything into operation: channels, processes, roles, and actions. To do this, we must overcome four subphases:

I. Create an inclusive culture within the company . To obtain an omnichannel business we must have people with an omnichannel vocation. Before a technology, it is an entrepreneurial attitude. Those who want to migrate to this must instill collaborative and integrated work in their collaborators. For everything to work, there must be an individual commitment, excellent internal communication channels between the areas and a determined attitude to transfer information and knowledge.

II. Design the methodology for customer recognition . Once the inclusive culture is planted and developed within the business, the most important task of the transformation process towards omnichannel can be tackled: the early identification of customers. Here, the organization must create the mechanisms that it will use to tag its customers and to collect the information it needs from each of them. This is the starting point to achieve omnichannel, because everything revolves around the recognition of the interlocutor. If the company fails to establish those procedures, it will not be able to have fluid conversations when there is a channel jump or design personalized marketing actions .

III. Choose the tool that will centralize the information . The next step is the choice of the platform that will store, classify and provide the information that is captured in the previous stage. This tool must be easy to use and offer advanced integration possibilities with other platforms. Do you want to name this tool? Perfect, call it CRM software ( Customer Relationship Management—Or customer relationship management—). We do not like to speak directly about a CRM because there are other tools that go much further and integrate other processes in a single system. What is needed, then, more than a particular tool is a platform that fulfills the assigned functions: store all the information generated in the customer-company relationship through the different channels, provide that information in an agile and organized way to whoever you need it —people or integrated tools— and allow the design of marketing actions that could be derived from customer relationships.

IV. Connect everything . The final sub-phase of the execution process is the interconnection of everything — people, areas, tools, and actions. The challenge here is for them to work together, nurturing and feeding the process. If all goes well here, omnichannel will be unstoppable.

4. Optimization
With everything underway, the organization’s management will only have to worry about improving the process. And this is what we refer to from multiple perspectives: subtract, add or correct. First, a process can be improved when steps are subtracted from it. Whoever leads the omnichannel strategy will be able to eliminate channels, tools or roles to refine the result. Second, a process can be improved by adding components to it — channels, tools, or roles. And third, the process can be improved by modifying some stage. In essence, what is expected in this phase is that the process advances at the pace of technology and the market and is executed with more precision every day to achieve better results.

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