January 14, 2022

5 ways to improve your omnichannel customer experience

minute read

Omnichannel experiences should be a necessity for any modern brand. By connecting individual customer touchpoints across a variety of channels, you can improve customer satisfaction and build loyalty.

Omnichannel experiences are becoming an expected standard across ecommerce brands, and implementing your own can give your brand a competitive edge.  Through an effective omnichannel experience, customers can interact with your brand and potentially convert via multiple channels such as in-store physical visits or virtually via your website, app, videos, or social media sites. Connecting all these touchpoints to create a fully integrated customer experience improves the way customers interact with your brand and has the potential to improve brand loyalty, customer satisfaction, and overall revenue.

What is an omnichannel customer experience?

An omnichannel customer experience is one that connects an individual customer touchpoint across a variety of channels both digital and physical. Brands utilize omnichannel experiences to develop leads and improve customer engagement by providing support services, products, and offers on all channels, platforms, and potential points of interaction. For example, a brand can use live chat, email, social media messenger, and other means to support their customers and engage with them on an individual basis. Additionally, brands can integrate these communication channels with in-store interactions to create a seamless retail experience.

Adopting an omnichannel customer experience in your retail funnel syncs up digital marketing, sales, and in-store experiences making it easier for your customers to interact with your brand and navigate from one channel to another to complete their purchases.

How you’ll benefit from a omnichannel customer experience

Embracing an omnichannel approach in your organization can do more than just improve customer experiences, but it can also increase revenue potential as well. In fact, 62% of consumer market executives believe that enhancing their omnichannel strategy will be crucial to their brand’s success. Below you’ll discover how your brand could benefit from connecting with your customers across various channels.

Improve your customer experiences

Being able to connect all points of interaction across multiple channels not only improves brand awareness but it creates a satisfying customer experience as well. By deploying your message across platforms, customers can easily engage with your brand in a more connective way. Through these improved experiences, you have the potential to drive conversions and reduce customer churn as they continue to come back for your brand and what you have to offer.

Expand your customer reach

Through omnichannel customer services, retail, or marketing, you can reach customers through whatever platform or format they prefer. Additionally, when you make it easy for them, they can access your services with just one click, a phone call, an email, or a direct message. This approach minimizes the time spent searching for your services and allows you to reach customers over a broader range. Ease of access can improve customer retention as brands that deploy omnichannel outreach strategies enjoy 89% more customer retention and satisfaction than those that opt for more divided methods of interaction.

Increase your ROI

Investing in omnichannel experiences can result in improved customer experiences, which directly translate to a return on investment (ROI). And according to a study by Bain & Company Harvard Business School, brands experienced up to a 95% increase in profits when they boosted customer retention rates by as little as 5%. Focusing on omnichannel experiences can drive customer loyalty as the easier it is for them to engage with your brand, the more likely they are to convert from one-time buyers to loyal customers.

How to improve your omnichannel customer experience

Odds are, your customers experience a barrage of communications every single day whether they be through email, social media, or direct messages; and your job as a marketer is to remain the brand of choice. Fortunately, a well-developed omnichannel experience can help your brand cut the noise.  If you want to win the loyalty of your customers, delivering an exceptional customer experience should be a major priority.

Below you’ll find five ways to improve your omnichannel experience and live up to your customer's expectations.

Make it easy for your customers to find you

Statistics indicate that Google Maps comprise 13% of all Google searches, whereby internet users rely on the maps as their go-to directory when looking for a location. As a business, you should leverage this data to ensure you have Google maps on your website and Google My Business page. You can take this strategy a step further by optimizing your website for search engine algorithms. Otherwise known as SEO (search engine optimization), this is the process of designing content on your website with the intention of gaining a higher ranking in search engine results. By appearing at the top of a search engine results page, you can not only improve visibility amongst existing customers but also attract the attention of new prospecting customers as well.

Integrate superior content into your digital channels

Content is king, and creating valuable and relevant content across all your channels improves customer engagement, builds a strong brand image, and drives business. Particularly high performing content can also get shared across channels which improves overall brand awareness. When creating content for your business, you should focus on:

  • Developing content with SEO in mind
  • Highlighting your brand story or image in some way
  • Creating content that provides direct value to your customers.

Keep your customers in the loop

In addition to providing same-day delivery, free shipping, and special promotions, your customers need open communication about when you'll deliver their order through their preferred channels.

Keeping your customers in the know about their purchases is an essential service that all ecommerce brands should provide. Combining this service with streamlined ecommerce shops and in-store pick-up options improves the overall customer experience by making the purchasing process as simple and easy as possible.

Personalize your omnichannel customer experience

In today's competitive retail landscape, personalization is key, and there is no better area for personalization than your omnichannel customer experience. When interacting with your customers across platforms, add a personal touch to the experience, and address them on an individual and personal level wherever possible.

That being said, connecting with and understanding your customers on an individual level may be a bit challenging, particularly at large volumes. Fortunately, customer data platforms (CDPs) help you gather and optimize your retail data so you can develop effective customer segments and gain a richer understanding of your customer behaviors.

How can Lexer help you achieve improved omnichannel customer experience

Lexer’s Customer Data Platform (CDP) is built to help brands increase sales through improved customer experiences. Our platform comes with built-in integrations that enables you to combine, enrich, and transform your data into a single customer view. Once you have the data, Lexer's retail expert can help you decipher it and recommend strategies that can help you improve your customer experience.

Use the calendar below to book a demo of Lexer's CDP and discover how you can begin using our CDP to enhance your omnichannel customer experiences.

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Conner Jones
Marketing Content Manager
As a Marketing Content Manager, Conner utilizes his expertise in content development and strategy to help enhance awareness of the Lexer brand and better define the company voice. Conner finds energy and empowerment in telling the Lexer story whether that be through blog posts or in-depth marketing strategy playbooks.