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April 15, 2019

The Basics of Providing an Omnichannel Experience

It’s no secret that technology is changing the way business happens, and financial services companies need to understand this digital transformation in order to compete in 2019.

Customer experience is more important now than ever. As technology has advanced, GAFA (Google, Apple, Facebook, Amazon) has notably changed expectations that consumers have for all companies, not just tech companies.

This series will explore various facets of Digital Transformation, equipping your marketing team to respond and adjust to keep up with today’s consumers and their expectations. Read the first post and second post in this series.

One of the more staggering effects of the recent digital transformation is the number of mediums through which it is possible to interact with a company. Consumers expect to be able to engage with a business via their website, a multi-platform social media presence, and mobile app, as well as traditional means such as phone and brick-and-mortar locations.

This multichannel approach has become standard across industries, and now the focus has shifted to creating an omnichannel experience, with the goal of ensuring the customer experience is connected and consistent across multiple channels.

How to Provide an Effective Omnichannel Experience
Consistent Branding

Branding is what allows customers to get to know a company and build a relationship with the brand. Customers want to feel a connection between the company they follow on social media, the mobile app they download, and the service they receive at a physical location. When all of these platforms provide a cohesive branding experience, customer trust and satisfaction is strengthened.

Effortless Transitions

As customers move back and forth throughout a company’s various channels these transitions should be smooth and efficient. A customer does not want to spend 20 minutes filling out a support contact form only to have to explain their issue again once connected with customer service via chat or phone.

KPMG describes the importance of an internally integrated omnichannel experience by stating “…whether it be online, on the phone, or in-store. A single view of a customer’s orders and transactions empowers sales and customer service associates to improve the customer experience.” Setting up internal systems that allow customer activity to be visible across all touchpoints creates a seamless experience that makes customers feel known and valued.

Comprehensive Services

Gone are the days when a customer accessed a company’s website or mobile app for the sole purpose of accessing information. Customers now expect to be able to engage the services of a company on most channels.

With a bank, for example, customers should experience the same range and quality of services on your mobile app that they do at a local branch. Customers expect to be able to complete simple tasks like depositing a check or moving money between accounts online, and without assistance. It’s generally understood that this may not be possible for complex transactions. In those cases, employees should have access to customer information, even if it was collected from various channels, to assist with the transaction efficiently.

Executing a successful omnichannel strategy is about more than just having a presence on these various channels, it is about making that presence a responsive and efficient tool for your customers.

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