Businesses in an Omnichannel World: All for One and One for All
Omni- means NOW
Since an omnichannel experience is actually a ONE-channel thought, the people who live in an omnichannel world have an always-connected mentality. When you're always connected, you don't want to be disconnected. When you have the world at your fingertips, you don't want delayed assistance.
Today's consumers are on the go, very connected and don't have any patience for delayed response. They don't want to be queued and have to wait for a response (online, in-store or on the phone). They want the answer to their questions right now, right on the device they're using and right in their current physical space. Instant gratification rules, and because of that, consumers have no tolerance for repeating their information, name, phone number, account number, email, etc., when they're handed from one representative to another (independent on how the handoff is done — phone agent to live chat; live chat to phone agent; store clerk to online assistance; etc.). Real-time customer service — and real-time marketing — is a true differentiator in delivering better customer experiences, be it in the sale or a support situation.
Omni- means ME
Customers expects their journey with you to be a personal one. They're the only one on the device, so don't push promotions on items for which they have no interest. Marketing in an omnichannel world entails acting upon the customer's interests and weaving it across channels — in-store and online. Businesses should be aware of which device the customer is on, where they are, and what their specific objective is at the moment. If they're using their mobile device, promote offers or new items that would be most meaningful to them on the go. Mobile marketing opportunities can be placed within the store as well, with QR codes or SMS messages strategically placed where the customer might take advantage of deals they want.