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These days, customers expect that businesses understand their unique needs and provide compelling experiences. Most companies, however, struggle to create the personalised customer journeys needed to cater to such demands. While customers are more connected than ever, businesses have been struggling to coordinate their marketing activities across channels, resulting in fragmented and impersonalised experiences. For instance, imagine how surprised a customer may be when he or she realises that the product offered on a mobile application differs from the one on the company’s website or in a promotional email.
Inconsistencies such as the ones mentioned above may lead to customer frustration and contribute to damaging the quality of your business engagement over time. The reasons behind such alignment issues are mainly related to:
- Data fragmentation
- Lack of integration
- Technology gaps
- Organisational silos
- Legacy systems
Data fragmentation
One of the primary challenges in omnichannel customer engagement is the fragmentation of customer data. Data may be stored in different systems and formats across various channels, making it difficult to create a unified customer view.
Lack of integration
When different channels and systems are not integrated effectively, it becomes challenging to share data, synchronise customer experiences, and maintain consistency in messaging.
Technology gaps
Incompatibilities between different technology platforms and tools can hinder the seamless flow of data and customer interactions across channels.
Organisational silos
More often than not, different departments operate independently, responsibilities are unclear and processes are vaguely defined. This leads to a lack of alignment and collaboration in implementing an omnichannel strategy.
Legacy systems
Organisations with older technology infrastructure may struggle to adapt to the demands of omnichannel marketing, which can lead to a slower pace of innovation and implementation.
Enabling seamless omnichannel engagement to exceed customer expectations
Omnichannel engagement is a customer-centric approach: if implemented effectively, it can help companies provide a seamless and integrated customer experience across multiple channels and touchpoints, both online and offline. Regardless of how and where customers interact with the brand, this engagement approach focuses on creating a unified and consistent brand experience. A cohesive and effective omnichannel strategy will help businesses improve the quality of the customer experience.
By adopting an omnichannel approach, for example, a retail company was able to increase its Net Promoter Score (NPS), which measures the loyalty of a business’ customer base, by 54%. Furthermore, creating an omnichannel experience also positively impacts a company’s expected revenues with “40% of customers saying that they won’t do business with companies if they can’t use their preferred channels”. Thinking of the steps ahead, we sumed up relevant processes into three high-level topics:
Gathering
- Check your data availability and quality
- Check the data compatibility across systems
- Reunite all information into one single source of truth
Personalising
- Segment your customer
- Personalise the different content types
- Orchestrate the distribution across channels using dynamic analytics solutions
Automating
- Use marketing automation tools to monitor performances
- Schedule notifications by delivering relevant content without the manual burden
Get off on the right foot with your omnichannel strategy
In order to fully harness the potential of omnichannel customer engagement in the long run, it is equally important to focus on building up capabilities within your teams.
To ensure optimal user adoption, we incorporate it into the execution plan and structure the operational framework around a human-centric approach. In cases where the enterprises may not feel adequately prepared for this undertaking, we collaborate closely, managing day-to-day operations to build customer's competence before transferring the reins.
If you're contemplating your next steps, consider advancing your journey with PwC.
Success stories
Below you can explore some of our success stories and find our more about the tangible results we’ve delivered for clients across a range of industries.
Leverage the power of an Omnichannel strategy with PwC
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Lingli He
Guru Ramachandran