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How Omnichannel is Impacting Customer Experience

By Marketing Tech Outlook | Wednesday, January 09, 2019

Customer ExperienceOmnichannel, the cross-channel content strategy that organizations use to improve user experience is made up of individual customer touch points, allowing the customer to pick up where they left off on one channel and continue their experience on another. This provides customers with a seamless shopping experience. Today's companies are capable of having multiple channels of customer experience including web, digital, voice, and email. Supporting these multiple channels within a single interaction is the complete omnichannel customer experience.

An omnichannel approach brings integration between distribution and promotion of communication channels on the back end. For example, with the help of a customer service web chat, a customer representative can interact with a customer in-store aided by immediate reference of the customer's previous purchase and preferences. Apart from these customers are facilitated to use computers to check inventory by the store on the company's website and buy the item later with a smartphone or tablet.

An omnichannel customer experience platform can create engaged and loyal customers, integrated omnichannel interaction, streamlined customer service, improved business performance, and personalized interaction. Delivering a true omnichannel experience can achieve

• Better customer experiences through targeted promotions and remarketing strategies based on data-driven customer segmentation.

• Generate new customers by increasing the exposure to the brand.

• Gathering more robust data will allow business to make better decisions on product development and marketing strategies.

• Improve operational efficiency through real-time communication.

The AI enabled chatbot is an omnichannel trend. It simulates human speech, ask people questions and respond to answers.

The modern supply chain is the key to a seamless omnichannel experience, extends its delivery across mobile applications, websites, social media, and stores. companies must break down silos between online and physical stores to get there. New technologies including inventory management systems and new ways of delivering products are also in need for this.

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