30-second summary:
- Customers today have high standards when it comes to their online shopping experiences, so you can’t afford to be lax with your operation.
- Before you do anything else, you should create some in-depth brand guidelines to steer your company’s creative and conversational output.
- Responding quickly is paramount because it shows that you’re committed to excellent service and are paying attention to what people are saying.
- By closely tracking when people reach out to you and storing relevant information, you can provide a personalized — and impressive — support service.
Since the rise of ecommerce to a position of prominence, an omnichannel customer experience has steadily become a stronger point of focus for ambitious brands, and it’s easy to understand why. Prices alone aren’t enough to sway shoppers or service users when the profit margins are so narrow, and occasional eye-catching deals won’t earn the loyalty that returns the most value.
At the same time, the complexity involved in the process of designing good customer experiences has skyrocketed. Not only have expectations gone up immensely due to the standard-setting performance of the biggest brands in the world, but there’s also far more competition out there than ever before — and it’s so much harder to stand out.
Notably, it isn’t enough to provide great customer experiences through just one channel. However you reach our customers, you must always offer the same level of polish. This is where the omnichannel approach comes in, pushing you to focus on what you do (being highly actionable with your inbound marketing[1]) instead of where you do it.
Here are some tips to create a consistent omnichannel customer experience:
1. Design and adhere to clear brand guidelines
A great omnichannel customer experience first and foremost would need