Omnichannel Customer Experience: What Is It and Why Is It Important for Your Online Business?

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Omnichannel客户体验 is now an essential part of running an online business.

不再是一种愿望或“有就好”, 建立全方位的客户体验可以确保你在每一个可能的机会接触到现有和潜在客户.

在当今的数字时代,客户可以通过多种方式找到你的企业,并与之互动,而每一种方式都是他们自己的客户接触点. 

从谷歌搜索到社交媒体, 视频提及的在线广告, 人们体验你的品牌的方式是丰富的,因此,你必须采用全渠道的方法来创造最佳的客户体验. 

在这篇文章中, you’ll discover exactly what omnichannel customer experience is, 为什么它会对你的业务有利, 以及JDB电子夺宝App关于如何实施它的建议. 

什么是全渠道客户体验?

全渠道或全渠道客户体验是指企业在多个不同渠道上与客户建立关系.

This relationship can be at any stage from discovery right through to buying or post-purchase.

在全渠道的客户体验中,与客户的每一次互动都是无缝的和专业的, no matter what platform or channel the communication is operating on.

全方位的客户体验方式允许用户从一个渠道开始他们与你的品牌的旅程,并无缝过渡到另一个渠道.

例如, 你的Facebook广告可能会将客户导向你的Facebook页面,在那里他们会就产品联系你. Then 他们 head to your website to continue their journey and purchase the item.

如果他们在下单后对您的送货时间有疑问,他们可能会回到您的Facebook页面联系您的支持人员.

在这趟旅程, 用户将看到一个内聚体, 无缝的, 专业, 和品牌经验.

全渠道营销也是类似的策略, whereby brands use multiple platforms to market their business cohesively. Omnichannel客户体验, 然而, relates to the customer’s journey and relationship with your brand.

It may well start with marketing but also includes things such as customer service, 采购的方法, 回收废弃的手推车.

如果你真的想在网上建立一个品牌 吸引顾客到你的网上商店 then creating an omnichannel customer experience is essential.

多通道vs Omnichannel

你可能认为你已经在运营全方位的客户体验了,因为大多数企业已经在多个平台上运营了.

你可能有 在线商店, a Facebook and Instagram account, and even a brick-and-mortar store for your business. However, do all of these operate to the same strategy and goals? If the answer is no then this is a multichannel approach, not omnichannel.

全渠道体验侧重于跨多个平台与客户建立关系 where you will have an integrated strategy that encompasses all of the channels you operate.

每个渠道都紧密地联系在一起,客户不应该能分辨出它们之间的区别.g. liaising with you in person at your brick-and-mortar store or contacting you via your Facebook page.

Unlike a multichannel approach where you view each platform differently, 相同的品牌标识, 目的, and goals run through each channel when you implement an omnichannel customer experience.

为什么使用Omnichannel?

实现全渠道的方法对你的企业和你的客户有很多好处,包括:

接触更广泛的受众 当然, it makes perfect sense that the more channels you operate on, 你的潜在受众越广. 有些用户喜欢使用特定的平台,所以确保你尽可能多地利用这些平台将有助于扩大你的用户基础.

丝芙兰
Global makeup store 丝芙兰 is a great example of omnichannel marketing. Customers can visit the store in person and using the 丝芙兰 app, 扫描任何他们喜欢的物品. 在从丝芙兰网站购买产品之前,他们可以在稍后返回应用仪表板找到产品.

为客户提供更多的选择 In today’s digital age customers expect their experience with your brand to be frictionless. 他们希望在这样的平台上找到你 他们 want to use and should 他们 decide to switch to another, you need to keep up and meet them there.

〇提高客户保留率 If a customer is interacting with your brand on multiple channels it suggests a strong relationship, increasing the chance of them making multiple return purchases. 如果用户能够通过多种渠道看到你,这将有助于他们在做出购买决定时将你放在首位.

数据收集, 全渠道的客户体验可以让你收集到丰富的有价值的数据,从而洞察客户在什么地方与你的品牌互动最多, 他们在哪里遇到了问题, 他们会把你的品牌留在哪里.

Tips for Implementing an Omnichannel Customer Experience

现在JDB电子夺宝App已经回答了这个问题, 什么是全渠道客户体验? It’s time to think about how you can implement it within your own online brand.

制定全渠道战略

An omnichannel customer experience all comes back to strategy. 您需要确定在使用的每个平台上驱动性能的关键目标. 还记得, 为了提供全方位的客户体验,你的所有渠道都需要朝着相同的目标努力.

了解你的听众

In order for your omnichannel customer experience to be successful, 你需要了解你的用户, 他们使用的平台, 以及他们想从你的品牌中得到什么.

Make use of data capture techniques such as audience research, 调查, and social media polls to gain insights into user behavior, 欲望, 并探讨.

服装商店Zumiez
服装商店Zumiez is a great example of omnichannel marketing. 顾客可以在网上或通过社交媒体收集忠诚积分,然后用这些积分在店内购买时打折.

研究你的客户旅程

为了制定全渠道战略, you need to map out the journey your customers go through, identifying which platforms and touchpoints users are hitting. 这也将让你能够识别当前产品中的任何差距,并确保你能够涵盖所有潜在和现有客户正在使用的平台.

培训您的客户服务团队

随你怎么想, 不幸的是, you can’t do everything yourself if you want to deliver a great omnichannel customer experience.

你需要一些能够掌控特定平台或任务的员工,比如运营社交媒体账户, 响应客户的实时聊天请求, 或者管理线上和线下的营销活动.

The key to managing multiple team members is good training. 确保每个员工都知道全渠道方法的重要性,并确保每个人都接受了相同的培训.

一个好主意是为你的员工提供一套常见问题和问题的答案,以确保他们都提供有凝聚力和高质量的服务.

提高响应时间

We’re all so used to having the world (or at least the world wide web) at our fingertips – even on 移动设备 – that slow response times can be one of the most detrimental elements for your business.

Users expect you to respond to them quickly – in fact, most social media users now expect a response from a brand within 60 minutes, so you need to make sure that you’re aiming to keep response times as low as possible.

还记得, 要创建全渠道的客户体验,所有平台的响应时间应该是相同的. Users should be able to contact you via any channel and get a response quickly.

跨平台无缝交付

The key to delivering an omnichannel customer experience that excels is being 无缝的. Customers should be able to tell no difference between applications and touchpoints.

从你的网站和实时聊天服务到你的社交媒体渠道,甚至是实体店, 制服, 和收据, 所有东西都应该无缝对齐.

全渠道客户体验:总结

这就是结果, everything you need to know about building an exceptional omnichannel customer experience. 

If you’re serious about building a successful brand online, 增加你的收入, 建立一个忠实的客户基础, creating an omnichannel customer experience is essential. 

JDB电子夺宝App知道,一开始可能会有点让人不知所措,但如果你记住了JDB电子夺宝App的顶级建议,你就会在任何时候都创造一个全方位的体验. 需要记住的最重要的事情有:

  • 全方位的客户体验确保了与客户的每一次互动和接触都是无缝的,无论平台是什么. 
  • 你所使用的每个平台都应该朝着相同的目标一起工作,而不是作为一个单独的接触点. 
  • An omnichannel customer experience leads to better customer retention, 为客户提供更多选择, 更广泛的客户基础, 有价值的数据收集. 
  • 理解你的听众的旅程, 提高响应时间, and training your staff well will all help you to deliver a great omnichannel customer experience. 

Now that you’re ready to continue building your brand online, why not check out our article on 创建响应性网站 下一个? 

不要忘记在评论中告诉JDB电子夺宝App你是如何创建全渠道客户体验的! 

常见问题

一个伟大的全渠道客户体验是一个无缝融合多个渠道和接触点. 客户应该能够轻松地从一个平台移动到另一个平台,并立即认可你的品牌和服务. 
The key challenges to creating an omnichannel customer experience are time and resources. In order to offer an exceptional and cohesive experience across multiple platforms, you ideally need to be able to invest in staff and staff training. 
An omnichannel customer experience provides multiple benefits including increased custom retention, 更广泛的潜在客户基础, 为您的客户提供更多的选择. 

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