5 Steps to Build an Effective Omnichannel Strategy

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Sustain Channels with Continuous Optimization

Step #4: Sustain channels with continuous optimization.

Online and offline channel alignment must be monitored and resynchronized when needed. Leverage your observations and insights to understand customer "path to purchase" preferences to personalize cross-channel experiences and add features to capitalize on unique channel characteristics (e.g., mobile vs. website). Do this regularly - at least every month.

Companies that succeed in making the customer experience consistent and seamless across devices logically enjoy greater customer engagement and loyalty. Omnichannel support delivers business value through increased conversion and reduced attrition. The approach provides companies with better insights into buying patterns and delivers greater differentiation – because customers are more loyal to companies that offer a "great" user experience.

So why doesn't every company double down on Omnichannel? The truth is that most businesses are built on systems with rigid technologies and interfaces that do not readily enable an omnichannel platform with a channel-specific experience. This lack of flexibility means that organizations are struggling to deliver impressive omnichannel experiences and compete in the API economy with new and innovative business models.

In this slideshow, Mark Lister, vice president, Experience Engineering, and James M. A. Williams, director of experience engineering, Ness SES, have outlined five recommended steps companies should take to determine how they can best implement a successful omnichannel strategy.


Related Topics : Business Structure, CRM Solutions, Enterprise Software, ROI, SugarCRM

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