Omni-channel marketing is the newest shift marketers are seeing thanks to the improvement of technology, availability of data and the growing importance of business intelligence and marketing automation. The idea is simple – provide your customers with a seamless experience regardless of how they engage with your business (email, in-person, social media, website, mobile app, customer call centers, etc.). Also, don’t forget to consider the device being used whether a smartphone, tablet, laptop or desktop computer.
So, how can you implement and successfully utilize an omni-channel strategy to improve your customers’ experience?
1. Test The Experience Out For Yourself
It’s important to experience the buyer’s journey as if you were a customer at your business, and to do so, you have to interact with your marketing channels regularly. Is every step of the buyer journey a pleasant one regardless of the device being used? The message and experience needs to be integrated and consistent, and the only way to ensure this is the case is to test it out for yourself.
2. Measure and Analyze
There is so much information available, and it’s all attainable from a variety of sources such as a CRM, website activity, customer feedback, social media, etc. Using all your collected data, you can learn more about who your customers are outside of basic demographic information by focusing more on behavioral data and asking the right questions leading to deeper meanings and insights.
3. Build Customer Profiles
As this information is gathered, it can be pushed into a business intelligence engine, which helps marketers analyze customer behavior and build more complete profiles. As profiles are populated, segmentation becomes easier and buyer personas can be created.
4. Develop Targeted Content
Once you’ve identified patterns and behaviors, you can translate your findings to speak with your customers in meaningful ways thus establishing a higher level of satisfaction and loyalty. You can map out what types of content are needed as well as which communication channels are preferred to improve the overall experience. By truly understanding who your customers are, you can develop stronger messages that are tailor-made for them forming a deeper connection.
5. Refine Your Strategy
The journey doesn’t stop once you’ve gone through the process once. We know that behavior is constantly changing as new technologies and trends emerge. It’s important to constantly evaluate your strategies and improve your segmentation process in order to keep your business relevant and strong in the minds of your customers.
The foundation of omni-channel marketing is big data. By truly understanding who your customers are, and the different channels being utilized as they navigate their way through the buyer journey, you can connect the dots and understand how they interact with each channel and what works and what doesn’t. This deeper understanding can improve the customer experience and satisfaction leading, hopefully, to increased loyalty and advocacy.