[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/27\/omnichannel-customer-experience\/#Article","articleBody":"An omnichannel customer experience can best be described as chaos when it comes together without much thought or strategy. For some brands, this cohesion is serendipity. (\u201cIt\u2019s\u00a0just the way customers like to interact online!\u201d)\nBut a poor omnichannel customer experience strategy quickly eliminates channel attribution effectiveness, and then deteriorates a brand\u2019s ability to predict effectiveness in new channels or launch there before the opportunity window closes.\u00a0\nYikes.\u00a0\nOne of the most important abilities for a leadership team to develop for a brand to gain traction is the ability to predict, according to EOS. Without proper attribution, prediction is near impossible.\u00a0\nBesides, you won\u2019t be able to delegate tasks, build a proper business structure, or systemize work to continue to build upon an omnichannel customer experience without defining it, measuring it, and understanding which levers you can pull to accelerate or decelerate it\u2019s impact on the business.\u00a0\nIt\u2019s true: Customers interact with your brand just about everywhere. Sometimes you can control that interaction. A lot of the time, you can\u2019t. \nEven so, many of the variables that launch a brand to a leader in their industry comes from turning the chaos that is mindless interaction on the web into a powerful community \u2013 a community that by their existence alone drives more revenue for the brand.\u00a0\nLet\u2019s get our bearings about us before we begin.\u00a0\nWhat is an omnichannel customer experience?\nAn omnichannel customer experience is an experience that takes into account all of the multi-channel touch points a consumer could have with your brand.\u00a0\nThe number of channels this could be increases often. Only five years ago, Facebook was the primary channel of a brand\u2019s concern. You couldn\u2019t even advertise on Instagram yet.\u00a0\nNow, Instagram is the brand leader in channel focus, and TikTok is taking over more and more of a brand marketers thoughts daily.\u00a0\nBeyond social media channels, however, an omnichannel customer experience also includes your own website\u2019s UX, lead flow, sales process, and customer service.\u00a0\nSimply: Any aspect of your brand that touches a customer or a potential customer is part of your omnichannel customer experience.\u00a0\nOmnichannel customer experience statistics\nFor most of us, there\u2019s a gut feeling telling us that a brand\u2019s omnichannel customer experience is important. But, internal policies and strategies don\u2019t get changed based on gut feelings. \nSo, here\u2019s the data:\nOmni-channel customers spend 4% more in store and 10% more online than single-channel customers. For every additional channel they use, customer spend more money. *Harvard Business Review\n9 out of 10 consumers want an omnichannel experience with seamless service between communication methods. *UC Today\n84% of customer-centric companies focus on the mobile customer experience. *Vision Critical\n71% of consumers want a consistent experience across all channels, but only 29% say they actually get it. *Gladly\nOur consumer pulsing survey revealed that more than 80 percent of consumers would be willing to pay more if a brand raised its prices to be more environmentally and socially responsible or to pay higher wages to its employees. *Deloitte\nThis last bullet might be a bit of a surprise inclusion on this list for you. It\u2019s here, though, because a brand\u2019s publicly perceived interaction with larger issues (sustainability, mental health, closing the gender pay gap, diversity) matters to consumers. \nEven these issues and how your brand addresses them (or not) play into your overall omnichannel customer experience strategy.\u00a0\nOmnichannel strategy framework\nHere, I offer up two frameworks for shoring up your omnichannel customer experience through strategy.\u00a0\nThe first is a mental model; a way to think through the way consumers navigate our world today. \nThis is important because without this context, you can build a strategy that completely alienates consumers. After all, consumers today prefer brands they view as authentic, transparent, and honest. \nThese values do not have to be at odds with your business growth goals, and this mental model can help you understand how best to frame new ways of thinking internally about an omnichannel customer experience.\u00a0\nThe Human Values Compass: An Omnichannel Mental Model\nThis is the Human Values Compass developed by Deloitte. Unlike a typically four quadrant map, you don\u2019t need to always be up and to the right.\u00a0\nEverything on this compass matters. Your goal as a brand is to think through which of the values every single one of your multi-channel touch points engages. \nFor instance, maybe your Instagram account is one that shows behind-the-scenes company culture. Great! You\u2019ll want each one of your Instagram posts to properly show how working at your company does either:\nHelps people try new things, engaging their curiosity and ambition.\u00a0\nHelps people share with others, engaging their curiosity and belonging.\u00a0\nHelps people care for others, engaging their need for belonging and control. \nHelps people learn new things, engaging their need for control and their ambition.\u00a0\nRarely will one single asset engage all of these. Instead, you want to build a well-rounded account that shows each of these aspects individually.\u00a0\nThis compass can be used to help you determine what gets on the account, and what does not.\u00a0\nAn Omnichannel Strategy Framework: Attribute, Track, Grow\u00a0\nOK, now, let\u2019s get into how to build an omnichannel customer experience framework. First things first, let\u2019s solve for attribution.\u00a0\nDepending on your tech stack, you should be able to drill down into which channels are driving the most sales from a last-touch and first-touch attribution model.\u00a0\nIf your software does not do this, you will want to find a tool that can. You can go with something more basic like the above, or you can ensure that the tool can easily calculate and visualize the following (by both first and last touch attribution)\nNumber of sessions by channel by a specified date range \nNumber of contacts by channel by a specified date range \nNumber of qualified by channel by a specified date range <\/span\nNumber of sales by channel by a specified date range \nNow that you are attributing the effectiveness of a sale, you need to make every single touch point shoppable.\u00a0\nLet\u2019s take our Instagram example again. You don\u2019t just have to set up ads to try and make sales through the channel. \nInstead, encourage followers to DM you if they have any questions, to talk to someone, etc. Then, arm that Instagram channel with both social media managers as well as MDRs to properly qualify folks.\u00a0\nTools can help put all of this information in the same place for your teams so they aren\u2019t having to toggle between a variety of screens to check in a message has come in. \nEven your customer service or experience team can log in to these dashboards and handle any tickets while easily seeing each individual\u2019s customer\u2019s last contact and communication.\u00a0\nTurning chaos into community via omnichannel customer experience\nWith a new mindset model, attribution, and omnichannel customer experience platform, you can set your team and your brand up for success \u2013 you\u2019ll be able to measure what works and what doesn\u2019t.\nYou\u2019ll be able to systemize the purpose behind each asset and each response. And you\u2019ll grow a community from the chaos that can be omnichannel.\u00a0\nBy 2020, your customers will manage 85% of their relationships online. Learn how omnichannel CX can help to provide everything they want \u2013 and more.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/27\/omnichannel-customer-experience\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/27\/omnichannel-customer-experience\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2019\/07\/Tracey-Wallace-150x150.jpg"},"name":"Tracey Wallace","sameAs":"https:\/\/twitter.com\/TraceWall","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/tracey-wallace\/"},"dateModified":"2020-12-15T20:53:40+00:00","datePublished":"2020-02-27T08:00:00+00:00","description":"An omnichannel customer experience takes into account all of the multi-channel touch points a consumer could have with your brand.","headline":"Omnichannel customer experience: Turning chaos into community","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/27\/omnichannel-customer-experience\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/02\/thumbnail-297cc2aa31fb0e04c65e27890e2be4d6-1200x630.jpeg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/27\/omnichannel-customer-experience\/","name":"Omnichannel customer experience: Turning chaos into community","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/27\/omnichannel-customer-experience\/#Article"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2020","item":"https:\/\/www.the-future-of-commerce.com\/2020\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"02","item":"https:\/\/www.the-future-of-commerce.com\/2020\/\/02\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"27","item":"https:\/\/www.the-future-of-commerce.com\/2020\/\/02\/\/27\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Omnichannel customer experience: Turning chaos into community","item":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/27\/omnichannel-customer-experience\/#breadcrumbitem"}]}]