Why Omnichannel Shouldn’t Mean Every Channel
Beyond Mobile, What's Needed to Be Omnichannel?
Assuming step one is to get their mobile act together, companies should consider the following:
- understand what channels are relevant to their business and to their customers — invest in generating that understanding;
- understand the appropriate engagement level with its customers in each of these channels — invest in generating that understanding;
- assure that you've rendered that experience to the fullest of customer expectation in each desired channel; and
- assure that each channel is aware should the customer have initiated activity (not just an explicit transaction) in another channel.
Creating the Winning, Right and Relevant Channel-Engagement Model
Amazon.com and Zappos aren't concerning themselves with brick-and-mortar stores because their brands don't require physical stores. A successful omnichannel business means creating a connected experience tailored directly to how consumers prefer to interact with the brand today and in the future. With a few simple steps, every business can become highly valued and appreciated as a customer-centric and connected, right, relevant omnichannel experienced company — and more profitable as a result. The point is to deliver the right functionality in the right channels and across those channels to create the best possible end-to-end experiences for customers.
- Companies:
- Amazon.com