Leitura: 5 minutos

Omnichannel solutions are one of the most used strategies by companies, as their use is simultaneous and is interconnected to different categories of communication channels. All this aims to strengthen the relationship you have with your audience, online and offline, improving your customer’s experience with the services offered.

Check out a little more about this strategy, what it is, how it works, and the main omnichannel solutions to leverage your company in relation to customers.

What you will find in this article:

  • What is omnichannel experience?
  • How does omnichannel work?
  • The main omnichannel solutions

Omnichannel solutions, what is this experience?

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Omnichannel solutions is a strategy that aims to improve the shopping experience, regardless of the channel used

As this is a strategy that will help you with all channels, it is important to understand if your company seeks to strengthen relationships with customers, whether through a technique focused on the area of marketing, sales or service.

Omnichannel will help you to offer a unique experience, personalized and, above all, connected with all customers through conversation and directing the various on and off channels.

Therefore, if we go deeper into its term, we have the prefix “omni” which, in Latin, means “everything and whole”. The prefix “channel”, on the other hand, different from the first one, comes from English, which is translated into Brazilian Portuguese as “channel”. That is, together they convey the interpretation of “all channels”.

Currently, many tools end up using the same semantics, which can end up confusing omnichannel with multichannel and crosschannel, but they are nothing alike. In fact, both are related to the user (customer) experience with the different channels offered by companies or brands.

In that way, they may feel like they’re the same things, but that’s not true. So, so that this doesn’t happen and that you can use a real experience, check out a little more about each of these terms and their respective functionalities.

  • Multichannel

Before explaining the real purpose of this strategy, it is necessary to understand its meaning.

The prefix “multi” refers to “a lot or many”. Do you know that company that offers numerous purchase channels? It can be website, application and physical stores. However, they are not connected.

For example, salespeople who work daily in the physical store do not know about sales that are made online, whether through the application or website and vice versa. This is because there is competition between them. In other words, there is no exchange of information.

  • crosschannel

In this case, the prefix “cross” has the meaning in Portuguese of “cruzar”. Therefore, the information intersects, as the purchase can be made on the website or application and the item can be picked up at the physical store, for example. Eliminating the competitive culture, as they become part of the same business.

  • omnichannel solutions

Now that you know a little about the last two strategies, imagine them together. In the case of omnichannel, you can (simultaneously) be in the physical store, use the brand’s app to see if that item is in the space, for example.

Also, let’s assume you find your product in the app. Just go to one of the sellers at the physical store, make the purchase and request delivery at home. Simple, easy and best of all: modern!

See how all these options are linked and simultaneously? This is omnichannel. A channel that helps the other to provide a better shopping experience or any other service, further strengthening the relationships in the online and offline world.

4 steps on how omnichannel works

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It is important to remember that the customer can choose which channel will best serve him. In four steps, we’ll explain how omnichannel solutions work. Check out the example!

  • Step 1

Let’s imagine that this customer decided to choose the website as their channel. After all, as this is an increasingly technological world, people tend to spend more time accessing websites.

Within this website, he performs research on a particular product. If it is a responsive page, with good navigability and an attractive look, it will remain until the purchase is made.

  • Step 2

However, what if the customer needs to ask questions regarding their main doubts about the researched product? It is necessary to have integrated live chat or some other means of contact, such as the telephone.

If the waiting time for this customer is good and the response makes sense, the purchase becomes more and more possible.

  • Step 3

Okay, your customer has gone through all of these previous steps and has decided to come back to the site to make the purchase. There, he identifies the best method of payment, making the user experience once again good, and he completes the purchase. However, the user does not want the product to be delivered at home, as he prefers to remove it in the physical space.

On the scheduled date, he goes to the store and is met with excellent service, leaving once again satisfied. Unfortunately, when I get home, that question arises: “How to use this product?” or “How to combine the look?”, remembering that everything will depend on the product and the doubt that arises at that moment.

Therefore, without knowing what to do, the user goes to the brand’s social media, asks the question and once again perceives the company’s efficiency in another means of communication.

  • Step 4

After a while from the date of purchase, the employee gets in touch with the customer, asking about their experience and available to clarify any doubts or offer a special offer.

Why all this? As you can see, in all the processes of the user or customer (as you prefer), he had all the support of the company (brand). All these means of communication served as an integrated experience, whether in digital (online) or physical space, proving the effectiveness of the omnichannel strategy.

The main omnichannel solutions

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On your journey so far, you’ve learned a lot about omnichannel, a strategy that aims to facilitate your company’s relationship with customers. After all, what are these solutions?

Before you knew the main solutions, did you know that it is possible to create flows, automate processes and conversations? Yes, this is all done online and quickly. This is omnichannel!

Omnichannel wants to provide customers with the best experience, making it the center of key decisions, giving them more autonomy and freedom of choice. All this through an interaction without technical problems and in a personalized way, according to each user and the channel he chooses. Below, check out these solutions:

  • chatbot;
  • Whatsapp;
  • social media (Facebook Messenger and Instagram direct);
  • email;
  • voice;
  • SMS;
  • face-to-face customer service (offline).

Want to implement omnichannel in your company? Talk to us and make your target audience even more loyal with unique experiences for each user.