Why Omnichannel Communication

Thursday 22nd, September 2016


We know that all businesses communicate with their customers – they pull out all the stops and do whatever it is that they can to sell their products or services. What ends up happening is that customers get a ton of messages about irrelevant products and services that they are quite happy to do without. To make matters worse, they automate these processes!

On the other hand, the number of Channels is growing and with it, customer touch points – there is the physical store, the web, mobile, catalogue, phone orders, partner sales (such as in flight duty free shopping) and vending machines.

The result is utter chaos. Or an incredible opportunity.

In an ideal world, the smart marketer will try to tap into this amazing opportunity to communicate with his customers – without sending wrong messages or overwhelming them with a deluge of communication.

But is such a thing even possible?

With the right strategy, it is.

What you can do

  • Plan, manage and control all messages from the perspective of the business as a whole – and not as a collection of disparate departments, systems and channels for starters.
  • Remove all communication bottlenecks from the various points of customer engagement
  • Capitalize on the amazing opportunities that are available.
  • Show your customers that you deliver on your brand promise. Build trust – only then can you build customer experiences that will result in lifetime relationships.

Apart from these there are a few important aspects that you can do –

Build accurate customer profiles

Each interaction with a customer produces data which can be used to build profiles. Comprehensive information about each customer makes it possible to combine predictive analytics with a business-wide communication engine. This makes it possible to deliver relevant messages to customers

Present a Consistent Brand Image across Channels

A consistent brand image across channels is possible when there are processes and systems in place. There must be standards that govern content and design across all channels. Then you can portray a consistent brand image and manage customer communications across print and digital media anytime, anywhere. The same content – needs to be customized for print, web and mobile interfaces. Same message on different channels.

Then the customer will feel comfortable to get in touch with a business through a channel of their choice – even switch to another channel midway and engage with a business. And get seamless highly personalised offers from the company.

Invest in a Customer Communication Management System

This gives the decision makers and the business as a whole, control over all the communication that goes out. All decisions about content are made based only on accurate and timely customer insights, which goes a long way in turning each encounter into a relationship-building experience which truly engages with the customer.

What happens in most businesses is that they use as many as 10 or more communication systems where each one handles only one specific document, channel or product, which only produces a totally fragmented and disjointed customer experience. But with the right customer management tools which use multi-purpose communication engines it is now possible to handle batch, interactive and on-demand environments. You can now have a centralized platform which can empower different individual departments to initiate new programs with limited IT support. You can have a full control over the entire set-up, keep an eye on the larger scheme of things. And most importantly, this gives the business the opportunity to develop a strategic vision and roadmap for the future.

These customer relationship management systems can talk to customers in the channel of their choice. They are flexible and are able to deliver content in all formats and for all channels from the same data. The content is automatically re-formatted to appear optimally in all channels – be it web, email or mobile.

You can make product suggestions based on transactional, demographic, location-based and behaviour-based data of customers to make product suggestions. The overall efficiency will improve.

Beyond a doubt, the answer is a unified Omni channel communication solution.


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