The End of the Omnichannel Era?

Jan 28, 2020, 641 views

Basically, the strategy is to allow the customer to make choices based on their buying profile and how they prefer to be served.

Although the objective is very clear and the concept very simple, it was never really adopted by companies. And so I believe we have reached the end of the omnichannel era.

And this is not related to its efficiency (or lack thereof), but rather because it has been “propagated” rather than actually used.

Companies that claim to be omnichannel, such as telephony, broadband or banks, have been the worst rated in terms of service, according to the ranking of the site ReclameAqui.

So, how can we get the worst customer service for companies that claim to be omnichannel, and is this a strategy designed exactly to unify communication on all fronts that connect the customer with the brand?

The truth is that the omnichannel era will end even before it has actually begun. The reasons? Not only does the experience remain bad, it is not really centralized - that is, neither the purpose nor the promise of the strategy has been fulfilled.

Being omnichannel is not just about making contact points on the site, SMS, email, phone, or even creating an app with pre-set options that ultimately lead to the same solution - often outdated, like going to the web. physical store.

Most of the time, companies offer multiple channels of communication and access, but they do not talk to each other, and in some cases even oppose each other. Therefore, brands cannot understand the real demands of customers.

The new consumer wants to be the main agent of communication with the company. He knows he can make his demands count in a world with more competitors.

He does not want to have to spend time looking for a solution to a problem. He definitely doesn't want to have to jump from channel to channel. And that's the main reason why friction-intensive communication channels are agonizing.

In this scenario, however, how to promote a good experience?

Before answering this question, one has to step back and understand what are the pillars of the customer experience and its demands today.

Conversations today need to be done on an individual level. Unlike mass communication for many people, companies need to reach out to their audience in a personalized and exclusive way, and this involves an optimized customer experience.

Individualization is a more expensive option, but it brings the most results because it offers the best experience for each person. The good news is that in the digital and data age this has become possible much more easily.

So while omnichannel as it is currently envisioned is bound to end, there is a new universe of possibilities for customer-business contact, with one key difference: Much smarter, more strategic channel use, and a much greater understanding of the business journey. client.

Bringing the focus to today's Brazilians, the primary choice of communication is messaging applications. And for the first time, companies can strategically position themselves in these channels through direct conversations with users and a single, intelligent and integrated contact.

That way you can create a unified customer-brand experience that is equally beneficial for both. For consumers, the ability to have fast but effective communication. For companies, the opportunity to have a history with all the information exchanged with their customers, composing a rich database for any business.

By integrating automation, artificial intelligence, and analytics solutions into this conversation, one-to-one communication comes to the next level: a conversational experience with minimal friction and customer engagement - no less than the future of the customer relationship.

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