CMOs Become Customer Experience Experts in the New Omnichannel World

As a rule, the Chief Marketing Officer of any company is dedicated to facilitating the growth of the organization, especially that which involves sales and marketing. Traditionally, the focus is really towards brand engagement, consistency, and ensuring placement in the marketplace. All the market and brand efforts are under the CMO’s responsibility and therefore this person must be able to showcase thorough strategic plans for the company.

However, as the market demands continue to change, the CMO’s responsibility is now evolving toward that of Digital Experience Officer. Leading the company to be focused on how the device, omnichannel, and the contents are best for the correct medium. The idea is that, in order to fully understand the needs of the market and generate the right marketing content, marketers have to understand the experiences needed to connect and convert users to acquire users, fans and customers.

The challenge in this so-called ‘Prosumer Age’

As we continuously evolve with the unprecedented improvements happening in physical and social life, we evaluate products, services, and all brandings differently now. All of us are consumers in some way and it is a common truth that we now define brands, based on our experiences rather than what they quote they are about.

With this being said, the challenge is how our CMOs or CXOs will justify the ability of brands to stand within what they claim to be and how they are recognized by consumers. Since customers are now living in an omnichannel society, know that marketing strategies and brand identity become more exposed to every touchpoint.

How to Utilize the Omnichannel for your Brand

Brands and organizations can be reached through so many channels unlike before. With the power of social media and the internet, customers can easily reach out to every available customer-facing part of any organization. Gone are the days when you have to compliment or complain about customer services from the mall because now everyone can be reached online. So how do you really improve your customer relationship through all these new channels and outlets?

  1. Segmenting your customers through the ‘Customer journey’ to know which touchpoint actually leads to an actual sale or booking. Be able to modify this as you find the one that leads to better sales and conversion.
  2. Find the right technology investment. As you create your own Omnichannel solution for your brand, you must consider the portals that your customers are mostly reaching out to.
    1. If you are gaining more sales from your actual sites, consider establishing touchscreens or kiosks to allow your customers to explore options from your shop without having to ask a staff over and over.
    2. Consider creating a mobile app that will support pre-visit and onsite check out options as well.
    3. Digital signages can greatly help in brand awareness especially if placed on good high-traffic locations, which can instantly provide purchase or visit intentions.
  3. Ensure you invest in multi-skilled customer service agents to observe best practices. Whether they are located on-property or via chat services online, properly train them to be customer-centric so the experience can be worthwhile.
    1. As we all know, this is the AI era, thus you may want to consider using Chatbots. Know that in one study by Acquire, about 1.4 billion people are now utilizing this service and that 27% of total consumers are considering and are interested in using artificial intelligence support tools.
    2. This can save your production costs as they are programmed to answer repetitive questions and instead of having your customers wait for an agent, they can easily find these common questions online through your FAQ pool.

OmniChannel Customer Experience

OmniChannel customer experience may include both off and online strategies in marketing and selling. The difference between multichannel with OmniChannel strategy is the overall customer experience that they may get on each segmented sales channel.

Your potential buyer may go through the app to check your available inventory or visit your website to see more about your product line. They may go on your social media accounts to see customer feedback and then finally can place their order online or by visiting an actual store. Customers prefer simple transactions, more so, if it’s a personalized experience.

One study shows that shoppers who have interacted with more than 3 channels are more likely to make a purchase by over 250% than a single-channel user. This same set of shoppers also has 13% more Average Order Value than the latter.

If you are interested to learn more about implementing this solution, feel free to contact us @ 833-300-6664 or email us at [email protected] and we’ll get an omnichannel strategist to help find the best options for you.