Come offrire un'esperienza omnichannel senza intoppi in un mondo digital-first

A seamless omnichannel experience can deliver fast, frictionless and human experiences across all channels.

(NOTA DELL'EDITORE: Questa è la parte finale della nostra serie di tre parti che esaminano come le organizzazioni possono essere all'avanguardia in questi tempi incerti, sulla base di interviste con i principali esperti di Medallia).

Consumers today are in the driver’s seat, and their behavior is changing faster than ever. During the pandemic, 76% of consumers changed stores, brands or the way they shop. And, as a result of these changing consumer behaviors, companies across categories have seen digital channel adoption grow between 15% and 40%. What’s more, 75% of customers who report using digital channels for the first time say they plan to keep doing so even after things return to “normal.”

Simply put, customers expect fast, frictionless and personalized digital experiences — but also in those key moments of truth that may involve human interaction. Companies that deliver a seamless omnichannel experience put themselves way ahead of their competitors who do not — and they open up an opportunity to retain customer loyalty. Research shows that 75% of consumers want consistent experiences across multiple channels (web, mobile, in-person, social) and 73% are likely to switch brands if they don’t get it.

Creating a seamless omnichannel experience

Omnichannel customers spend 4% more in a store and 10% more online than single-channel customers. And for every additional channel they use, customers spend more money. That means the customer experience across all channels needs to be seamless. 

Tuttavia, le opportunità di coinvolgere i clienti nei momenti chiave sono cambiate. In passato, le e-mail o il punto vendita in negozio erano i modi migliori per coinvolgere i clienti e raccogliere feedback. Ora, l'opportunità più grande potrebbe essere quella di coinvolgere i clienti con il vostro sito web o la vostra app, o di contattare direttamente il vostro contact center o tramite messaggi di testo.

“It’s about meeting your customers where they are,” said Geoffry Ryskamp, Global Head of Medallia’s Hospitality Practice, who has 20 years of experience in the hospitality industry, most recently a founding member of the asset management team at Pebblebrook Hotel Trust. “Call centers will always be important for the customer experience, but not everyone wants to pick up the phone. You need to be available for your customers across multiple channels, including web, mobile and in-app. Most importantly, the experience across these channels has to be seamless.”

If a customer has a 5-star experience on your mobile app, but then the experience doesn’t meet those same expectations when they visit your physical location or website, what’s the likely outcome? When you hone in on your customer experience, making it consistent across all channels, the opportunity to grow customer loyalty increases.

"Ad esempio, supponiamo che un cliente stia cercando di trovare sul vostro sito web informazioni sugli standard di pulizia aggiornati. È importante che il potenziale cliente dell'hotel conosca le procedure prima di prenotare, quindi potrebbe telefonare per informarsi. Il modo in cui viene gestita la chiamata può portare a una prenotazione o alla perdita di un cliente", ha aggiunto Ryskamp.

Adattamento alle esigenze dei clienti

Poiché il digitale è ormai il cuore del vostro marchio, dovete imparare dalle esperienze online che offrite. Gli insight raccolti non solo vi permetteranno di migliorare e ottimizzare il digitale, ma potrete applicare quanto appreso su tutti i vostri canali. 

“A lot of business has shifted to starting in the digital marketplace but then needs to be fulfilled in the brick-and-mortar locations,” said Mike Debnar, a Solution Principal for Medallia focused on retail and digital innovation, who helped create a digital guest experience while at 7-Eleven that has since led to increased engagement and improved case efficiency. “There’s an execution gap that needs to be understood. Digital synchronization with physical locations is crucial to delivering a seamless omnichannel experience.”

I vostri clienti vi dicono cosa vogliono dalle loro esperienze. Dovete ascoltare e poi agire in base a ciò che imparate.

For example, it’s no secret that foot traffic to store locations decreased during the pandemic as many consumers stayed home. But, retailers that managed to adapt and innovate to cater to these new consumer behaviors quickly offered buy online pickup curbside services. As a result, they were able to gather real-time feedback across multiple channels — from websites, email surveys, apps, and those in-person interactions. Those insights allowed them to learn about and resolve any issues that affected this new customer experience across channels.

"Vedendo dove i clienti interagiscono con voi e i tipi di transazioni che stanno cercando di completare, le aziende possono identificare e risolvere molteplici problemi che hanno un impatto sui clienti", ha dichiarato Jason Pontelin, direttore dei servizi professionali di Medallia, che lavora con clienti nei settori della sanità, delle scienze della vita, delle telecomunicazioni e dei servizi pubblici. "Questo li ha aiutati ad aumentare la soddisfazione dei clienti e a garantire che le transazioni possano essere completate senza problemi su più canali, consentendo ai clienti di scegliere il percorso che preferiscono".

Collegare i punti e lo stack tecnologico

Digital first doesn’t mean you can take the human aspect out of your customer experience strategy. Consumers expect businesses to know their history and preferences across every touchpoint. Organizations that can’t consolidate the data or those operating in silos can be left blind to what the customer has said, done and experienced. 

“A disparate technology stack can cause increased friction for customers and limit organizations from creating personalized experiences, optimizing marketing spend and effective cross-selling,” said Zack Hamilton, Medallia’s Solution Principal for Retail, who previously spent over 10 years leading customer experience strategy, customer service operations and sales strategy for a North American retailer. “Integrating digital technology systems puts organizations in control of their customers’ data, enabling them to deliver better experiences.”

By uncovering precise areas of interest or where customers experience friction, you can deliver a seamless omnichannel experience that drives more positive outcomes for your customers — and your business.

Download Medallia’s eBook “Stay Ahead of Tomorrow: The Executive’s Guide to Life After Digital Transformation” to learn how creating a seamless omnichannel experience can drive your business forward.