Your audience expects their interactions with your brand to be consistent, personal, and seamlessly integrated with their lifestyles. All of these expectations are making omni-channel adoption a major requirement for your business.
What is Omni-Channel?
Omni-channel can be summed up as an approach to customer experience management. The driving principle of omni-channel is that consumers should have a consistent experience across all touchpoints with your brand, and that experience should be continuous and personalized as they move from one touchpoint to the next.
Omni-channel goes beyond digital. It includes offline and analog touchpoints, such as in-store, on the phone, and in direct mail. Unlike a multi-channel approach, omni-channel content is tailored to address a user’s specific preferences, behaviors (e.g. previous interactions with the brand), environment, and mindset.
Planning your Omni-Channel Strategy
To learn about all the elements of an omni-channel digital experience, check out my previous blog on the topic. Basically, an effective omni-channel digital experience should:
- Cut across channels and platforms, with a look, feel, and form that is tailored to the medium on which the experience is consumed
- Be contextually aware of the environment the individual user is in (i.e. platform, device, day/time, location, weather, etc.)
- Be personalized to the specific consumer’s needs, crafting the experience through the use of data your brand has about that specific consumer
Establishing an omni-channel strategy can seem overwhelming – but it doesn’t have to be! We created a white paper that provides a clear roadmap for developing an omni-channel strategy for your business.
- Why it’s so crucial for your brand to develop an omni-channel strategy in today’s digital consumer culture
- What channels and touchpoints to consider
- Which operational model is best suited for your business with clear examples
- Best practices for getting started and iterating to reach your omni-channel goals
The key to making omni-channel part of your digital strategy is to think long-term but start small, iterating as you go.
If you’re interested in learning more from the Phase2 experts, check out all our digital strategy blog posts.