Omni-channel Marketing and Customer Care (How to Be Everywhere)
Is your organization keeping up with the expectations of today’s B2B buyers? You probably know that key decision-makers are disqualifying vendors through online research before ever engaging with a salesperson, and they have higher expectations for good post-sale interaction as well. There’s never been a time when providing an outstanding experience has mattered more. From advertising to marketing, sales, and customer service, every aspect of a brand must make your company approachable in unprecedented ways.
Can Customers Reach You When and How They Wish?
In the past, that might have meant picking up the phone or faxing an order form. Today, B2B buyers expect much more:
Rapid replies to email (within hours, not days)
Live chat with reps consistently available during business hours
Responses to messaging through FaceBook, Twitter, and LinkedIn—anywhere a company maintains a profile
And don’t forget mobile texting and video chat. These more personal, familiar modes of communication can really help a B2B company stand out from the crowd.
Omni-channel Is Not Multi-Channel
Multichannel marketing is a tactical approach to reaching prospects and customers through a specific set of technologies. It is traditionally focused on what works best for the company doing the marketing. Omni-channel is about shifting the conversation away from platforms, technologies, and devices. It’s about focusing on availability and personalization. Customers want to interact with a vendor on their own terms using the technology of their choice. Even more, they want their interaction history to be available to any agent they speak with so that they don’t have to repeat themselves. They expect a seamless, consistent brand experience that takes their preferences into account. Three Tips for Delivering an Omni-Channel Experience
#1: Deliver mobile-friendly web design
This is at the top of the list not only because it’s the simplest fix but because it is so essential. Even business buyers are using a variety of devices besides their desktop to interact with your brand. They might see your tweets on their phone, read a thought leadership article on their tablet, and place an order on their laptop. Besides having a responsive website that automatically detects the parameters of the user’s device, be sure you actually are delivering great content on all the platforms they might use to research your brand.
#2: Provide continuity for e-commerce
Abandoned shopping carts can represent a huge missed opportunity for companies. When a prospect switches from one device to the next, their e-commerce selections should travel with them. Imagine if your business buyer is browsing your online catalogue on their phone and drops some items in the cart for later review. When they login to their desktop later, they receive a reminder that they have items still pending checkout. You’ve just made it that much easier for them to move from consideration to purchase. The ability to synchronize across devices is essential for omni-channel!
#3: Stop Keeping Data Siloed
Every interaction your customer or prospect has with your company is part of the total picture they build about your brand. That means the questions they ask via email or even social media should be available to your agents if the customer decides to follow up via phone or live chat. That may mean implementing more than just a traditional ticket management system. You want all the data on your customers so you get a 360 view of them as well. Not only does this approach boost satisfaction, it will help you market more effectively to your customer base on an ongoing basis.
How do you plan to use technology to make your marketing and custom care more personal, more available, and more consistently excellent for every user? If you want more ideas for strategy and implementation designed for your sector and customized for your brand, contact Web Revelation today. Our team can help.