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5 ways to improve the omni-channel customer experience

“Businesses that win the hearts, minds, and wallets of their customers all have one thing in common: They allow their customers to operate in their preferred channel, seamlessly migrate between channels, and realize a consistently great experience regardless of channel.”

—Forrester, 2021


Online shopping represented 21% of sales in 2021; with such a significant percentage of sales accrued from the web, businesses need a digital presence. This helps businesses to create better relationships with customers. As part of an omni-channel marketing strategy, businesses have created websites, a social media presence and apps. These marketing techniques are vital in increasing revenue sales for any business.

So, What is Omni-channel Marketing? How do we Ensure Our Customers Have a Great Experience?

Omni-channel marketing is linking together digital marketing with other parts of the business, for the consumers’ benefit.

Although multi-channel, or cross-channel, marketing both play an important part in marketing…omni-channel is another approach. Omni-channel marketing means you are using a holistic marketing strategy for the benefit of your customers. It umbrellas multi-channel and cross-channel marketing, combining all marketing techniques to make a great digital marketing strategy.

  • Ways to Improve Omni-channel Customer Experience
  1. Analyse content

Breaking down the content in your marketing to informative, educational and engaging is the first step – where do these areas of content appear in your marketing?

Informative content is key to your customer experience. Business contact details, phone numbers, email, social media links and web links needs to be up to date and correct. Ensuring informational content is up to date and accessible in your marketing makes for a positive customer experience.

  1. Grow your digital presence

Your company needs a digital presence. Multiple platforms support the growth of a strong and consistent brand for your business. An omni-channel marketing strategy will ensure the message, the look and the quality of content remain the same across all platforms. This enables brand awareness and improves your customers’ journey; they see familiarity whether it might be in a bricks and mortar shop, on Instagram or on the website – it feels the same.

  1. Integrating consistent content across your digital platforms

Creating content for your business that can be used in your omni-channel marketing strategy is key to a consistent and effective marketing approach. By using similar themes, design, imagery and content across your digital platforms, allows your customers to have a seamless experiences, to feel at home with your brand and confident in its message.

  1. Always consider the “end goal”

Don’t forget your omni-channel strategy must consider the service or the end product you are providing your customer. This has to be a clear across your branding and content. If a customer is looking for new phone, don’t confuse them by calling something else; stick to what people know and feel comfortable with. You need to make your business jump out from the rest, but not by confusing your customer’s journey.

  1. Your customers’ route map

Understanding your customers’ journey from end to end is the key to unlocking sales growth. Omni-channel marketing will be most effective when you can pinpoint which part of the customer journey performs best. The journey may change from time to time, reviewing this journey regularly will ensure you keep on top of the game and focus your marketing precisely and consistently. Your content will reflect tweaks in that journey and your marketing will respond to that. Once again, the omni-channel approach means that even when that journey changes from time to time, branding, message and customer experience remain consistent.