Omni-channel Experience & its Impact on Customers

Kartik Kakar, General Manager - Marketing, Ameyo
Wednesday, July 13, 2016
Kartik Kakar, General Manager - Marketing, Ameyo
Headquartered in Gurgaon, Ameyo's customer engagement solutions help businesses to improve productivity & profitability and meet their overall goals of customer acquisition & retention, repeat sales & requisitioning and business process automation.

Digital transformation has radically improved the reach of enterprises across globe. Executives in different industry domains are using digital advances such as analytics, mobility and social media to bring about customer delight. The burning need of organizations to create customer delight has brought forward the necessity to increase technological capabilities, combined with the desire for ease of use. At present, it is not the product, but customers are at the forefront of any and every business. Research shows that the key drivers of digital transformation are profitability, customer satisfaction and increased speed-to-market. Organizations are focusing more towards creating strategies for improving the service level. But how many times do you think that a customer associates with a brand due to its top class service?

Previously, customer service only included the uni-channel mode of communication, where customers communicated with companies through a single channel. The new generation Customers today expects more and seek seamless and consistent customer experience online. According to Research by Lordhouse on 7,000 customers across seven countries, 67 percent of online shoppers have made purchases that involve multiple channels in the past six months.

Organizations need to provide exemplary customer experience to build the foundation for customer delight. Millennials have the option of seamlessly connecting with a brand either through a physical store or through online mediums. The demand proliferation of any brand completely depends on the level of satisfaction that the customers experience. Thus, the shift in consumer demographics and communications preferences has created an environment where multichannel communications are no longer ideal for optimization of customer experience. Over the past couple of years, it is omni-channel that has taken the world of customer communications by storm.

Omni-channel customer communication existed as an unfamiliar concept until it was introduced to the sphere of marketing in 2010 to portray customer experience that extends beyond multichannel. Nevertheless, with the incessant rise of social media, omni-channel has rapidly become a marketing necessity.

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