The end of the omnichannel era

Mar 11, 2020, 321 views

Omnichannel has emerged as one of the main promises of companies to improve the user experience. Basically, the strategy consists of allowing the customer to make choices according to his purchase profile and how he prefers to be served. Although the objective is very clear and the concept very simple, it was never really adopted by companies. And, therefore, I believe that we have reached the end of the omnichannel era.

And this is not related to its efficiency (or lack of it), but because it has been “advertised” more than, in fact, used. Companies that claim to be omnichannel, such as telephony, broadband or banks, have been the most poorly evaluated in terms of service, according to the ranking of the website ReclameAqui.

So, how can we get the worst service from companies that claim to be omnichannel, this being a strategy created exactly to unify communication on all fronts that connect the customer to the brand?

The truth is that the omnichannel era will end before it has actually started. The reasons? Besides the experience remains bad, it is not really centralized, that is, neither the objective nor the promise of the strategy have been fulfilled.

Being omnichannel is not just making contact points available on the website, SMS, e-mail, phone, or even creating an application with pre-established options that, in the end, lead to the same solution, usually outdated, like going to physical store.

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

The new consumer wants to be the main agent of communication with the company. You know you can make your demands count in a world with more competitors. You don't want to spend time looking for the solution to a problem. You definitely don't want to have to jump from channel to channel. And that is the main reason why frictional communication channels are dying.

In this scenario, however, how to promote a good experience? Before answering this question, it is necessary to take a step back and understand what are the pillars of the consumer experience and its demands today.

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

Individualization is a more expensive option, but it brings the most results, as 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.

Although the omnichannel as it is conceived is bound to end, there is a new universe of possibilities for contact between customers and companies, with a fundamental difference: the much more intelligent and strategic use of channels and a much greater understanding of the customer journey.

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

In this way, it is possible to create a unified experience between customer and brand, equally beneficial for both. For consumers, the possibility of having a quick 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 data analysis solutions into this conversation, one to one communication reaches another level: a conversational experience with minimal friction and with the customer as the protagonist - nothing less than the future of the relationship with the user.

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