Omnichannel management is the safest way to guarantee the effectiveness of your strategy.
We live in a fully digital and integrated consumer universe. There is not much room for companies that do not invest in offering different purchasing channels and integrated forms of service and sales.
Despite being a term that has been used for some time, the omnichannel strategy still generates many doubts and the lack of knowledge is responsible for the flaws and inefficiencies of the omnichannel model.
One of the main problems concerns omnichannel management, although the idea is widely discussed, we still have little practice in the Latin American (and world) scenario necessary to build this management.
In this article we will better explain how omnichannel management works, the functions of the manager responsible for the area and how to make this practice more efficient.
What is omnichannel management?
We have already discussed many topics related to the omnichannel universe here, such as:
However, we still want to briefly summarize what this term means, to make management easier to understand. Omnichannel is the strategy of using integrated multichannel to provide a more seamless and complete customer experience.
This usually includes the sales, marketing and customer service sectors, which are the ones that are in most direct contact with the customer. However, for full integration to occur, it is necessary to have a structure, a set of integrated systems and processes, as well as actions and tools that guarantee the success of the omnichannel strategy. This is exactly the responsibility of omnichannel management.
But we find ourselves with a very complex question: how to measure the success of omnichannel management? How to quantify the customer experience in relation to the experience of multiple integrated channels? And what else to do to improve the results?
Rarely do we come to know that a particular customer did the research online and bought an already chosen product in the physical store. Or try a piece in the store and check out the in-app purchase.
As you already know, for example, the location system in e-commerce made it easier for customers to reach your store.
As you can already imagine, strategies that have difficulty creating qualitative indicators and metrics create a scenario of doubts for strategic planning.
Mainly because today the different channels have processes, managers and decision-making that are not integrated. This further decentralizes the power to analyze the results. So what to do to improve omnichannel management effectively?
How to make omnichannel management more efficient?
As with any management, monitoring is a fundamental step to ensure the efficiency of omnichannel management. If your company decides to implement this strategy, it is necessary to verify the results in all channels, related to sales (number and billing) and the level of customer satisfaction in each one.
As we said, there is some difficulty in monitoring the success of omnichannel management. The best way is to monitor your current management indicators and determine which ones have changed with the omnichannel strategy.
In addition to the previous item, it is essential that we apply and analyze surveys related to the customer experience with the omnichannel service. After all, this strategy was born out of a focus on solving the consumer’s need to navigate multiple channels seamlessly.
And, therefore, no one better than him to point out whether the way in which your company carries out omnichannel management has had a positive impact on the shopping experience.
Therefore, satisfaction surveys must be oriented towards the omnichannel experience and the most common questions on these forms must be clear in this regard. For example:
- Did you research the purchased product on social media, apps, or e-commerce?
- How did you discover the company?
- On which channel did you watch this product for the first time? Social networks, electronic commerce, search engines, physical store.
- Did you have difficulty finding a product online seen in the physical store?
- Were there any problems related to the exchange of online purchases, in physical stores?
- How laborious was your research and purchase experience?
- Did you notice any kind of difference between the service in the physical store, e-commerce, the market or the application? If so, what is it?
- Which purchase channel was the easiest for you?
- Do you have any suggestions related to our sales channels and customer service?
In omnichannel management, it is interesting to carry out simple surveys, which the customer can answer with a click. But also carry out some more complex ones that provide a qualitative basis to ratify the success of the omnichannel strategy or to enable a new, more efficient strategic planning.
We can say with certainty that it is impossible to carry out omnichannel management without:
- Trained employees and collaborators
- Customer management and satisfaction indicators
- Technological structure.
You must already imagine that a strategy as digital and up-to-date as the omnichannel requires a robust technological structure. It is impossible to create fluidity and integration if you do not invest in tools that join the front-end and back-end systems of the company.
Remember that having multichannel, without integration and without structure, not only makes omnichannel management inefficient, but also worsens the customer experience. Mainly in stages of payment, service and insufficient stock.
Information conflicts are clear signs that you do not have enough structure to manage omnichannel and also offer this experience to the customer. Our advice is: offer the channels that your customers need and that your company has the structure to manage. Of course, invest in good omnichannel tools.