Communication channels have gotten a lot more advanced in the past few years: a blessing and a curse. They give companies more (and better) avenues to reach out to customers. However, better communication channels have also increased customer expectations.
This isn’t necessarily bad, but it means companies must adapt. Shoppers bank on a cohesive, customized experience across all social platforms. Roughly 86% of customers channel-hop across different platforms. So, the need for an omnichannel communications strategy has never been more paramount to brand success. Mitto AG is trying to change that.
Seamlessly moving interactions from one channel to another will deliver an exceptional customer experience (CX). A Mitto Customer Experience Benchmark Report shows that brands with a mature omnichannel strategy are four times more likely to report extreme customer loyalty and three times more likely to enjoy a significant spike in annual revenue growth.
Here’s how a fully-fledged omnichannel strategy can deliver a stellar customer experience.
About Omnichannel Communication Approaches
Omnichannel communication is a multichannel approach for engagement and interaction across numerous platforms, devices, and touchpoints. It isn’t a new concept, but very few brands have yet to master it.
The pandemic completely revolutionized the way brands interact with their customers, as in-person interaction was almost completely limited for a year and a half. Consumers are now interacting with brands via digital platforms more than ever before. Businesses investing in omnichannel experiences have spiked from 20% to 80% since 2020. Therefore, it is imperative to have an omnichannel communications approach to compete with these brands.
Why Omnichannel Communication Plays A Key Role In CX
A customer’s brand engagement journey is never linear. Mobile devices are now the center of our digital world, and consumers interact with businesses on a vast array of different platforms and communication channels ? like Snapchat & WhatsApp. Making a purchase often happens on the app the shopper is currently using. Seven out of 10 consumers reported shopping in “micro-moments,” with 35% shopping like this weekly. According to Mitto COO Ilja Gorelik, the discrepancy between these shopping experiences and the support available to these shoppers equates to lower customer satisfaction.
Despite similar purchases and interactions happening every minute, customer support for these purchases is hugely lacking. Nearly two-thirds of marketers and three-quarters of customer support teams have limited visibility into their associates’ interactions with consumers. This disrupts a customer’s journey and impacts a team’s efficiency. Meanwhile, companies implementing a unified and mature omnichannel strategy were two times more likely to respond to customers in real-time or less than an hour.
This approach also boosts team productivity using automation tools. Tools like social media auto-responders or chatbots resolve simple queries in real-time, drastically lightening support teams’ loads.
The Benefits Of Omnichannel Communication For Seamless CX
Reasonable omnichannel communications solutions are equivalent to good support.
Of omnichannel communication, co-founder Ilja Gorelik said, “Good customer support is an effective marketing strategy ? American consumers said they are more likely to talk publicly about ‘good’ support experiences than ‘poor’ ones ? 65% compared to 29%. What all of this reveals is that customer engagement can be challenging and complex in 2021. There is no single channel to reach every customer, there is no perfect message, and customers’ expectations for brands are sky-high.”
A mature omnichannel approach guarantees that customers enjoy a customized, cohesive experience across all their channels.
Here are some of the specific ways omnichannel communication supports good CX:
- Better customer segmentation: An omnichannel strategy lets businesses deeply understand their customers’ behavior and categorize it according to their unique needs and desires. This ensures they’ll always receive valuable information that is relevant to them.
- 24/7 support: Customers can have their questions answered regardless of the time of day with the help of assistive chatbots and more.
- Going global: Global omnichannel strategies provide shoppers with a five-star experience no matter where they live.
Why Should Brands Step Up Their Digital Communication Strategies?
Omnichannel approaches provide brands with increased revenue growth, loyal customers, effortless tech integration and scaling, an upgrade to a global audience, customer satisfaction boosts, and more.
With an omnichannel strategy, any business can ensure a stellar customer experience that often exceeds the experiences of competing businesses. Today, business success banks on more than just a good product. Businesses must improve their digital communication strategy to stay competitive in a post-pandemic world. Digital communication providers, like Mitto AG, can help with this.
About Mitto
Mitto AG was co-founded by Ilja Gorelik and Andrea Giacomini in 2013 and started first and foremost as a telecommunications solutions provider. However, as a company with several global locations, Mitto understood why it is so important to provide companies and their people with omnichannel solutions in an online age. Working with digital communication, messaging, chatbots, and more, Mitto strives to modernize CX for brands worldwide.
