Not Everything Is As It Seems: Finding the Right Omnichannel Strategy

‘Omnichannel’ is perhaps one of the most well-worn words littering the mobile engagement / CPaaS landscape. There is seemingly a belief that because so many organizations offer omnichannel solutions, it […]

‘Omnichannel’ is perhaps one of the most well-worn words littering the mobile engagement / CPaaS landscape. There is seemingly a belief that because so many organizations offer omnichannel solutions, it is difficult to differentiate between them. Nothing could be further from the truth. Not all omnichannel is built the same, let’s take a look at what makes a winning omnichannel strategy.

The word ‘omnichannel’ has started to gain traction in the past two to three years but it’s about time that it started being used properly, and appropriately. It deserves respect as omnichannel is very hard to get right. Done right, it is perhaps the most powerful weapon in any marketer’s arsenal today.

The reality is that few providers are adept at drawing multiple digital channels seamlessly together, affording enterprises the option of conversing with their clients using multiple channels woven into one conversation smoothly. This is omnichannel, a very different beast from multi-channel.

‘Omnichannel’ sounds impressive and can be very powerful when used in the world of marketing but you need to take a good, close look under the hood at anybody saying they offer the omnichannel experience. Are they delivering the experience they claim to? Are they offering an omnichannel solution at all?

Omnichannel vs. multi-channel marketing

There is a huge difference between omnichannel and multi-channel communications. Multi-channel is when any organization utilizes more than one tool separately to connect with their customers. The use of them may be separated, disjointed. While omnichannel likewise uses multiple channels, this is where the similarities end; omnichannel interlinks all the systems so everything is treated as one interaction, one conversation. No delays, no awkward silences.

The essential part of implementing omnichannel communications is breaking down communication siloes. Omnichannel is as much about updating processes as it is communications. By weaving traditional marketing channels together, all parts of the conversation need to flow within one system. Regardless of how customers communicate with you, they already see this as being a single conversation. It’s a good omnichannel provider’s job to ensure that their enterprise clients have easy access to the tools to match this expectation. So where did this omnichannel phenomenon appear from?

In December 2011, an article appeared in the Harvard Business Review written by Darrell K. Rigby. The article was entitled “The Future of Shopping”. He was the first person to coin the phrase ‘omnichannel’ and to lay out exactly how he saw it functioning. A true pioneer in the area, he is still a frequent speaker and writer on strategy for managing Retail in a downturn. One can only imagine how in demand he is now.

Adding value to customer communication

The digital technology revolution is continuing to change the user, just now at a pace never before witnessed. With a desire to research even the smallest decisions, today’s consumers are impassioned and asking for relevance. They demand value at every turn and to achieve this, enterprises need to focus on something longer-term – lifetime value. This requires a long-term, sustainable strategy.

Given the digital world is in a state of constant forward motion, many channels have to be brought together in an easy way that flows like water. Bringing channels together which consumers know very well and are so comfortable with already is Mitto’s bread and butter.

The undisputed number one way that companies can provide great customer service – which should be at the heart of any omnichannel strategy – is to value and respect customers’ time. We understand this at Mitto. Speaking with clarity at all times, Mitto makes omnichannel communication easy for you to implement in your communications stack. Simplicity is key.