With the increase in technological devices and applications, it is becoming increasingly difficult for a company to manage a single element where it distributes its content and interacts with customers.
To make this possible and to make people's experiences satisfactory, it is necessary to create an omnichannel strategy, so as not to divert the purpose of that strategy and users know which channel to reach.
In this blog we will look at the following topics:
First, before touching on the topic of strategies, we must understand the concept of omnichannel.
What is omnichannel?
This is not having a single channel or platform to communicate with customers, but using a single strategy, which is in each channel, so that communication and user experiences are effective and satisfactory. This marketing approach is customer-centric, analyzing the interactions that the person has with the platform and creating quick and easy access through different channels.
For example, in the same type of publication, the user can communicate with the company through the social network, email and telephone message. The customer has the possibility to establish contact in three different ways, but these ways are not out of the strategy, whether the user is in the awareness, consideration or decision stage, the publication must follow the guidelines of the strategy, for example, the Inbound strategy.
To create omnichannel experiences we must first understand what user experience is.
Concept of UX
The UX is the experiences that people have when using a platform. Currently it is intended that these experiences are very good, accurate, fast and effective, so that the user does not have to stay on a platform more than they should, as they may lose interest, not perform the task for which they came to the application or website, which leads to the loss of a customer by the company.
As we mentioned earlier, omnichannel is customer-centric, as well as User Experience.
How do you create better omnichannel experiences?
To create an omnichannel strategy with a focus on UX, the interactions that people have on the website or application must be established, those interactions are analyzed and a way is established to turn them into unique and consistent experiences, that is, that from whatever means the customer uses to communicate goes with the other means of communication, that they have coherence with each other.
Consequences of creating omnichannel experiences
By having an omnichannel strategy taking into account the UX of a website, where the experiences and therefore the interactions of people with it are analyzed, improvements are obtained for the company.
- The user's journey through the platform is shown, interactions can be streamlined, experiences can be improved when performing tasks within the website or application, and information about the business is also obtained.
- When the customer gets a good experience, this generates satisfaction, so that person returns to use the platform, therefore, can create a relationship between this and the brand or company, so it generates greater customer retention.
- After generating a relationship with the customer, there is an increase in the possibility of having that loyalty for longer, so it increases the value of the customer's life, in addition to the omnichannel makes the user can communicate with the company in a simple, fast and intuitive interactions.
Omnichannel and user experience go hand in hand because both are user-centric. A joint strategy is the best way to create long term relationships with your clients.