Omnichannel
Omnichannel is a cross-channel business model for companies to improve customer experience management . The approach is used in the healthcare, government and financial services, retail and telecommunications industries, with channels such as: For example, physical locations, FAQ websites, social media, live web chats, mobile applications and telephone communication can be used. Companies that implement the omnichannel concept argue that customers want to be in constant contact with a company via multiple channels at the same time.
Definition of terms
With multi-channel and cross-channel are two other terms used to describe the cross-channel business models. A distinction can be made based on the extent to which the channels are integrated.
- Multichannel simply means that a company offers several different channels for customers. The channels can be organized independently of one another.
- The term crosschannel describes the experience of a customer who uses a combination of several different channels for the same purchase. This requires an exchange via the channels and, for example, concepts such as click-and-collect are possible. For example, orders are placed online and the goods are later picked up in a store.
- Omnichannel describes the simultaneous use of two or more channels, such as the use of a mobile phone while shopping in a store. The term is also used to describe the consistency between different channels. This means that the data, configurations or settings of a customer saved on one channel are saved and taken into account on all other channels. "Omnis" as the Latin word for "each" / "all" describes in "Omnichannel" the integration of all physical channels (offline) and digital channels (online) in order to offer a seamless and uniform customer experience.
history
The origin of the omnichannel concept goes back to the introduction of the so-called customer focus by Best Buy , with which the company wanted to compete with the electronics department of Walmart in 2003 . The company developed an approach that puts the customer first, in-store and online, and provides post-sales support. The term “omnichannel”, originally coined for retail, has been adopted in the health and financial services industries.
Financial sector
Omnichannel banking was developed in response to the popularity of digital banking transactions via ATMs, the web, and mobile applications. The most popular aspects of omnichannel banking include the seamless integration of the channels, the individualization of the channels for customers and the marketing of other channel options. The banks receive in-depth information about customers in order to build customer relationships and increase profitability.
Government authorities
In 2009, government agencies began using the omnichannel approach on Twitter . Government agencies developed interfaces for the web and mobile devices to improve citizen friendliness and personalize citizen contact. The concept of omnichannel is used to communicate with citizens through the platform of their choice and feedback is used to study citizen friendliness in order to improve the service.
Health industry
Due to the fragmentation between healthcare providers, hospitals, pharmaceutical companies and patients, the omnichannel concept is intended to improve the customer experience in the healthcare industry. The omnichannel concept in the healthcare industry is about integrating data, technology, content and communication while the results of patient exams are coordinated via digital channels.
Telecommunications industry
Although the telecommunications industry with its infrastructure provides the backbone of digital omnichannel offers from other industries, investments were made late in corresponding services for its own end customers. Customer satisfaction was defined more through network quality, service hotlines and the product range than through a personalized user experience. The latter has had the highest strategic priority in the industry since 2015, although 70 percent of the providers were still in an early phase of omnichannel implementation in 2016.
retail trade
In omnichannel retail, various channels are used for the customer's shopping experience, including research before shopping. These channels include retail stores, online shops, online marketplaces and platforms (such as Amazon.com, Otto.de or eBay.com), purchases via mobile devices, purchases via special apps on mobile devices , purchases over the phone (order hotlines) and any another method for transactions with customers. The transactions include search, purchase, return, and pre-sales and post-sales services. Through the comprehensive use of channels and devices, shoppers can visit more shops or stores when and how they want. Customers have the option of using different channels for shopping and, for example, ordering via an online shop, but picking up the goods in the store (Click & Collect). Today, many customers no longer search for products via search engines, but visit the relevant online marketplaces straight away. Sellers with an omnichannel strategy can use a variety of high-revenue sales channels.
Individual evidence
- ^ Creating a seamless omni-channel customer experience .
- ^ The New Customer Service Is Here, There & Everywhere .
- ↑ Omnichannel Customer Experience: Expert Systems, 360 Degree Views And AI .
- ↑ Omnichannel Customer Engagement Drives Great Customer Experiences at Every Touchpoint .
- ↑ Multi-channel, cross-channel, omni-channel retailing: business in all its forms (1/2). AT Internet, November 7, 2013, accessed on July 26, 2017 (English).
- ↑ Why omnichannel retail is more than just a buzzword .
- ↑ A briefing on managing retail omni .
- ^ Best Buy and the birth of customer centricity. EssentialRetail, January 28, 2015, accessed April 6, 2018 .
- ↑ 'Digital' & 'Omnichannel' Remains Elusive in Banking .
- ↑ Omnichannel Banking: More Than a Buzzword .
- ^ Omnichannel: the new normal for retail banks .
- ^ Transforming the citizen experience .
- ↑ Health Care Marketing Moves From Multichannel To Omnichannel .
- ↑ Omnichannel Beyond Retail: The Customer Experience In Healthcare, B2B, Professional Services .
- ^ Healthcare Marketing To Gen X: Take An Omnichannel Approach .
- ↑ Focus on Telekom: From multi-channel reality to omni-channel vision. NTS Retail, accessed July 26, 2017 .
- ↑ Etailment.de - Amazon: The most important laws for a top place in the ranking .