Our changing world, and its accelerated technological evolution, has become a total challenge for brands to accompany the user in each of the phases that make up the buying process.
Today’s customers are more dynamic, they review and compare prices, look for the best recommendations, go from one channel to another, using different devices and technologies simultaneously, in short, they are hyper-connected and know well what they want; so it is not enough to cover a single channel to reach them.
Under this premise, the omnichannel strategy is born, which has become very popular in recent times, as a result of the sudden change in consumer behavior and needs.
Therefore, we will delve into what omnichannel is and how it can bring you closer to your customers.
What is omnichannel?
Omnichannel is a set of communication strategies that are carried out by a person or company to contact their potential customers, through various channels both physical and online, in order to convey a specific message.
Consequently, the omnichannel strategy seeks an integrated interaction in the various channels, aiming to maintain a communication that adapts to the most convenient medium for the consumer, thus building an optimal user experience.
To give you an idea, in previous years, if a customer needed to purchase an item, he/she would go directly to the physical store and that was it; now, users are previously informed through multiple channels, ranging from the opinions of people they know, to reading reviews on websites about that item and its features.
This movement forces any person or organization seeking to sell something to concentrate their efforts on the customer, providing value regardless of the means by which they have arrived.
Customer experience optimization
The first contact that a potential customer has with a brand begins, for example, through an advertisement on social networks, then moves on to a second contact, through an email, to conclude with an online purchase from a website or e-commerce, but from there on there is more work to be done: loyalty.
A good customer experience aims to generate a relationship of trust between users and the organization/business, so that they become long-term repeat customers.
If an organization obtains loyal customers, it can achieve some of the most expected objectives: to generate an effective voice-to-voice advertising, to reach new customers and to maintain established customers.
Read: Customer engagement vs customer experience
But how can we build customer loyalty?
The answer is framed in the set of strategies that must be implemented, among them are: relationship plans, segmentation, cross-selling and pricing and among others. But at the same time, it is necessary to take into consideration some recommendations that are crucial to really achieve customer loyalty; therefore, it is necessary:
- Be an honest organization with the customers and offer alternatives that allow them to reach agreements.
- Know the customer’s needs and experiences, in order to develop the most appropriate solutions for them.
- When closing the deal, provide additional value; that is, go beyond what was asked for, thus humanizing your brand, making it more unique and personal.
Salesforce, cloud-based customer relationship management (CRM) tool or platform designed to give organizations and/or businesses a more complete and up-to-date view of the entire process involving their customers.
Through it, in a smarter way, it is possible to capture potential customers, as well as to give active users a more personalized experience in any customer service channel, taking advantage of the knowledge that we have about their needs and interests.
Salesforce offers companies an integrated digital ecosystem, with which you can easily apply omnichannel quality, as it helps to control and manage all communication channels of a brand, offers recommendations for action and helps both sales and marketing teams to improve their strategies.
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As you can see, having an omnichannel Salesforce strategy is no longer just an advantage over the rest in the market, but rather a necessity that prevails, especially in businesses with a strong online presence.
Although it involves a great organizational effort, areas that work in a coordinated manner will obtain very favorable results in the long term.
What about you? Have you already implemented your omnichannel strategy? If not, you are still in time to try platforms like Salesforce that will make your company grow.
SQDM is a Salesforce implementation partner, that counts with a complete team of experts in design and creation of strategies that match Salesforce to our customers’ needs, to take advantage of all the tools that Salesforce has at their disposal.