Omnichannel Communication: Balancing Automation and Personalization

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Companies benefit by making deeper connections with their customers because people want to feel valued in their personal and professional relationships. Research shows that companies that personalize customer experiences across multiple channels achieve a 5% to 15% revenue increase. Moreover, a whopping 90% of customers are open to spending more money with firms that personalize their buying experiences. These statistics justify companies personalizing the customer experience through omnichannel communication.

Understanding Omnichannel Communication

Companies once forced customers into one or two channels to buy or obtain support for their products and services. But those days are gone due to advances in omnichannel communication, which allows companies to assist customers using automation while lending a human touch where it provides value to customers.

At its core, omnichannel communication involves interacting with customers across all viable channels, whether in brick-and-mortar settings, telephone support, or through electronic and automatable tools, including websites, video, chat, apps, and social media platforms. Supported by omnichannel software, customers can be engaged and supported using the tools and at the times of their choice, all while elevating the benefits they receive at each step.

The Role of Automation in Omnichannel Communication

Omnichannel communication gains power through automation, which requires companies to deeply understand how their products benefit and add value to their customers. Companies must provide information about their offerings through the customer’s preferred channel. The same capability allows customers to be contacted proactively with timely, personalized offers.

In addition, analyzing which channels customers use and for which purpose reveals gaps based on demographics, product preferences, and the like. In turn, the gaps can be closed by development efforts targeted based on customer preferences.

The Power of Personalization in Omnichannel Communication

Monitoring customers in an omnichannel world allows companies to learn their customers’ preferred products and channels and guide them on their journeys. Doing so reveals customers’ purchase barriers (where do they drop from the funnel?) and their purchase triggers, including the channel or content that drives the purchase.

Understanding customers at a deeper level allows companies to engage authentically by meeting them where they are and offering what they want.

Finding the Right Balance

Humans tailor their communications based on time and place, knowing to address some topics by text while addressing others in person. Likewise, analytics and testing inform companies how to apply omnichannel messaging and execute simple transactions with minimal effort while reserving higher-touch channels for more complex situations.

Building Customer Trust

As with all relationships, consistency builds trust, and companies whose omnichannel messaging is consistent and personalized earn their customers’ trust and loyalty. For example, Mitto, an omnichannel software provider, highlights simple strategies for connecting with customers and meeting their needs:

— Highlighting special offers reflecting their buying patterns.

— Reminding them of items left in their carts.

— Informing loyal customers of new and upcoming products.

— Rewarding loyal customers with special offers or access.

None of these strategies are new, but the ability to execute them seamlessly across channels and diverse audiences provides an exciting future for companies and their customers.

Future Trends and Considerations

A growing omnichannel communication trend is omnichannel e-commerce, which blends the electronic and physical worlds. For example, anticipating customers who want to switch from electronic browsing to physically touching products, they’re invited to experience them in person, including scheduling an appointment to finalize their choices or receive instructions. Effective omnichannel e-commerce and communication enhance the customer experience by using and providing insight into their needs across channels. When used properly, omnichannel communications result in increased revenues, reduced costs, and more satisfied customers