November 11, 2024

10 Best Practices for Omnichannel Customer Experience

Want to nail your omnichannel customer experience? Here’s what you need to know:

Build complete customer data profiles
Keep brand messaging consistent across channels
Connect all customer service channels
Personalize customer service
Optimize mobile service
Use live customer data
Improve customer support quality
Use smart tools to save time
Track performance of each channel
Link all customer service tools

Why it matters:

Customers using multiple channels spend 10% more online
Companies with strong omnichannel engagement keep 89% of customers
Omnichannel consumers are worth 30% more over their lifetime

Key takeaway: Seamless omnichannel experience isn’t optional – it’s essential for business growth and customer retention in today’s digital world.

1. Build Complete Customer Data Profiles

In omnichannel customer experience, complete customer data profiles are your secret weapon. They’re the key to personalized, seamless interactions across all touchpoints.

So, what’s a complete customer data profile? It’s a unified view of all customer information, gathered from various sources and channels. Think of it as a puzzle where each piece represents a different part of your customer’s journey.

To build these profiles, you need a Customer Data Platform (CDP). It’s your tool for collecting, organizing, and centralizing customer data from multiple sources. But it’s not just about having data – it’s about making that data work for you.

Let’s look at some real-world examples:

Carrefour, the global retail giant, used a CDP to tackle cart abandonment. They sent personalized push notifications to re-engage shoppers who had left items in their carts. The result? An extra $11,000 in revenue in just the first month and a 350% uplift in conversion rates.

Chemist Warehouse targeted users who abandoned product pages with personalized notifications. This led to an 85% increase in conversions.

These aren’t just numbers – they’re proof of what complete customer data profiles can do.

So, how do you build these profiles? Here’s a practical approach:

Gather data from everywhere: Online (website visits, app usage, social media) and offline (in-store purchases, customer service calls).
Unify the data: Use your CDP to create a single profile for each customer. This might include over 120 attributes, from basic contact info to complex behavior patterns.
Keep data clean: Regularly clean and deduplicate your data. Bad data = bad decisions.
Share the view: Make sure all teams can access this unified view. Customer service, marketing, and sales should all be on the same page.
Stay up-to-date: Customer behavior changes constantly. Your profiles should too.

The payoff can be huge. Fashion brand NA-KD increased customer lifetime value by 25% and achieved 72x ROI in just 12 months by using comprehensive customer data profiles.

2. Keep Brand Message the Same Across Channels

In today’s omnichannel world, your brand message needs to be consistent everywhere. It’s like your brand is a person – you wouldn’t want them acting differently depending on where you meet, right?

Here’s how to keep your brand message consistent:

Make detailed brand guidelines
Create a central place for all brand stuff
Train your team on your brand
Check your brand presence regularly

Let’s look at some brands that nail this:

Apple: Whether you’re on their website, in a store, or reading an email, you get the same sleek, user-friendly vibe.

Nike: Their Swoosh logo and "Just Do It" slogan have been around forever, and you see them everywhere.

During COVID-19, brands had to adapt while staying true to themselves:

Citi kept their colors but used more text in emails to show they got how serious things were.

U.S. Bank moved text above images in emails, putting the message front and center while keeping their look.

Keeping your brand consistent isn’t just about looking good. It builds trust. And trust matters – 46% of American consumers think about how much they trust a brand before buying.

So, keep your brand message the same everywhere. It’s not just smart – it’s essential.

3. Connect All Customer Service Channels

Customers today hop between channels like they’re playing hopscotch. They might start on Twitter, jump to email, and finish with a phone call. If your channels aren’t connected, you’re setting yourself up for a customer service face-plant.

Here’s the deal: 71% of customers switch channels based on what they’re doing. 79% want consistent interactions no matter who they’re talking to. And 56% get annoyed when they have to repeat themselves to different reps.

So, how do you keep all your channels in sync? Let’s break it down:

1. Pick the right tech

You need a platform that can handle it all – email, chat, phone, social media, the works. Something like VoiceSpin‘s AI Messaging can be a game-changer, letting you manage all conversations in one place.

2. Centralize your data

Create a single source of truth for customer interactions. This way, your team always knows what’s up, no matter how the customer reaches out.

3. Train your team

Your fancy tech is useless if your team can’t use it. Make sure they can handle any channel and switch between them like pros.

4. Let customers help themselves

A solid knowledge base or FAQ can be a lifesaver. It gives customers quick answers and takes some pressure off your team.

5. Keep improving

Don’t set it and forget it. Keep an eye on your metrics and tweak your approach as needed.

Want to see this in action? Check out Bank of America:

They’ve nailed the omnichannel game. Customers can start opening an account on their phone and finish in a branch. Their ATMs even work with their mobile app for cardless access. This smooth experience across all touchpoints has customers singing their praises.

4. Make Customer Service Personal

Personalization isn’t just a buzzword – it’s what customers expect. The Zendesk Customer Experience Trends Report 2024 shows that most customers now want tailored service. But it’s not just about using their name. It’s about really getting who they are and what they need.

So how do you make your service more personal? Here are some key steps:

1. Build detailed customer profiles

Use your Customer Data Platform to create rich profiles. Include everything from basic info to complex behavior patterns. The more you know, the better you can serve.

2. Train your team

Your agents are your personalization frontline. Teach them to listen, empathize, and use customer insights effectively. As Heather Wintermantel from Zendesk says:

"Customers expect a personalized experience via all channels."

3. Customize your communication

Use customer data to tailor your interactions. If someone just bought running shoes, suggest related products. It shows you get their interests.

4. Offer multiple support channels

Some folks love chatbots, others prefer calls. Offer options, but keep the experience consistent and personal across all of them.

5. Use AI to boost human interactions

AI can give real-time insights to your agents. It can analyze a customer’s chat tone and suggest responses, helping agents be more personal.

Here’s a real-world example:

Starbucks nails personalization with their mobile app. It remembers favorite orders, suggests new drinks, and knows your usual store. This approach has boosted loyalty and sales big time.

And it’s not just about making customers feel good. It’s good business. SproutSocial found that customers spend up to 57% more when they feel valued.

The key? Balance efficiency with human touch. As Priyanka Swamy of Perfect Locks LLC puts it:

"The key to the future is a balance between AI and human touch. Automation automates processes, but human touch adds that one-of-a-kind personal touch."

Personalized service isn’t just nice to have. It’s a must-have for keeping customers happy and coming back for more.

5. Make Mobile Service Work Better

Mobile devices are now the main way customers interact with brands. With most people owning smartphones, it’s crucial to nail your mobile service.

Here’s how to up your mobile game:

Think mobile-first: Make your website and apps work smoothly on small screens. Keep it simple, minimize clicks, and make forms easy to fill out. Why? Because a bad mobile experience can cost you customers – for good.

Smooth transitions: When customers click a link, take them where they need to go – app or mobile web. If they install your app, it should pick up right where they left off. Don’t make them start over.

Try AR: Some brands are getting fancy with augmented reality. IKEA‘s app lets you see how furniture looks in your home before you buy. Pretty cool, right?

Add handy features: Look at Starbucks. Their app lets you order, pay, tip, and even ID songs playing in-store. It’s all about making life easier for customers.

Get personal: Use what you know about your customers to tailor their experience. Duolingo asks new users a few questions to customize their learning journey.

Always-on support: Use AI chatbots for simple stuff, freeing up humans for the tricky problems. This way, help is always available.

Speed it up: Aim to solve issues in about 5 minutes. Grill’d, an Aussie restaurant, made their app faster and more stable. Result? Way more orders and happier customers.

DIY options: Give users tools to help themselves. Walgreens‘ app lets people refill prescriptions by scanning barcodes and sends alerts when they’re ready.

By focusing on these areas, you’ll make your mobile service shine. It’s not just about keeping up – it’s about giving customers what they want, where they want it.

As Matt Moore from Product Marketing says:

"As the mobile universe evolves, it’s time to think holistically about how you and your partners engage your customers."

6. Use Live Customer Data

Live customer data is like a superpower for businesses. It’s not about last month’s reports – it’s about what’s happening RIGHT NOW.

Think about it:

You’re responding to customer needs in real-time. You’re not guessing – you KNOW what they want.

Let’s look at some real-world examples:

Belron, a UK windshield manufacturer, uses exit-intent surveys to catch customers leaving their website. But they don’t stop there. They analyze this data with AI-based sentiment analysis. The result? An impressive Net Promoter Score (NPS) of 80.

That’s not all:

Standard Chartered Bank lets customers do most of their banking online. Transfers, bill payments – you name it. This real-time service creates a smoother omnichannel experience. They’re using live data to understand what customers want to do online and making it happen.

So, how can you use live customer data? Here are some tips:

Set up a central data hub: Use a cloud contact center. It brings all your customer data together.
Identify your hottest channels: Find out which channels your customers use most. Then make these channels even better.
Get personal: Use a good CRM system. Analyze customer interactions. Tailor experiences based on individual preferences.
Map the journey: Look at how customers move through your channels. Where do they get stuck? Where are they happiest? Use this info to improve.
Keep it real-time: Set up systems to see and respond to customer behavior as it happens. Adjust your website on the fly. Send personalized offers based on what a customer is doing right now.

Using live customer data isn’t about being creepy. It’s about being helpful. It’s about creating an experience that feels seamless and personal across all channels. When done right, it’s like you’re reading your customers’ minds – in a good way.

7. Improve Customer Support Quality

Great customer support isn’t just a nice-to-have. It’s a must-have. Here’s how to level up your support game:

Track the right stuff: Focus on metrics that actually matter. CSAT scores? Yep. First Response Time? You bet. Average Resolution Time? Absolutely.

"77% of consumers say valuing their time is the most important thing a company can do to provide a great customer experience." – Forrester Research

Set big goals: Don’t just measure. Improve. Want to slash your First Response Time by 20% next quarter? Go for it. Give your team something to aim for.

Invest in your people: Your support agents are your frontline troops. Train them well. Product knowledge, communication skills, problem-solving – the whole nine yards.

Use tech smartly: Chatbots can handle the easy stuff. This frees up your human agents for the tricky problems. But remember: tech should help humans, not replace them.

Make it easy for customers: Offer multiple support channels. Make switching between them a breeze. Why? Because customers stick with brands that are easy to deal with.

Solve problems fast: Aim to fix issues in one go. It makes customers happy and saves you money. Here’s how to calculate your First Contact Resolution rate:

FCR = (One-touch tickets / Total tickets) x 100

Keep your eyes on the prize: Don’t wait for quarterly reviews. Watch your KPIs like a hawk. Be ready to change course if needed.

8. Use Smart Tools to Save Time

Time is money in omnichannel customer experience. Smart tools and automation can be your secret weapons. They handle basic customer needs fast, letting your team focus on trickier stuff.

Check out how some companies are crushing it:

Spotify’s AI chatbot "Swiftbot" is a customer service superhero. In just six months after its 2022 launch, it solved 70% of customer issues without human help. Response times? Slashed from 2-3 days to minutes.

This isn’t just about speed. It’s about doing things the same way, every time, at any scale. Here’s how to get smart tools working for you:

Spot the time-wasters: What questions keep popping up? What tasks does your team do over and over? These are ripe for automation.
Pick tools that play nice: Choose automation tools that work well with what you’ve already got. Zendesk’s Answer Bot, for example, uses machine learning to suggest helpful articles to customers. It can cut ticket volume by up to 30%.
Start small, think big: Automate one or two simple things first. See how it goes, then ramp it up.
Keep it human: Automation shouldn’t feel like talking to a robot. Use what you know about your customers to make automated responses feel personal. Netflix nails this. They use AI to personalize not just what shows you might like, but how they talk to you about billing or subscription changes.
Watch and tweak: Keep an eye on how your automated systems are doing. Are they actually saving time? Do customers like them? If not, change things up.

The point isn’t to get rid of human touch. It’s to make it better. As Mikkel Svane, Zendesk’s CEO, puts it:

"AI and automation are not about replacing humans. They’re about augmenting human capabilities and freeing up time for more meaningful interactions."

Smart tools aren’t just cool tech. They’re your ticket to faster, more consistent customer service at any scale. Use them right, and you’ll free up your team to tackle the tough stuff that really needs the human touch.

9. Track How Each Channel Performs

Measuring channel performance is crucial for managing an effective omnichannel customer experience. Let’s look at key metrics and how to use them:

Customer Satisfaction (CSAT): Measure this after each interaction across all channels. As Qualtrics points out:

"If you’re not measuring the impact of your initiatives, you won’t know how successful you’ve been, or where and how you need to improve."

Net Promoter Score (NPS): This gives you a big-picture view of customer loyalty. Track it regularly and compare across channels.

First Response Time: Speed counts, especially on real-time channels like live chat or social media. Did you know 77% of consumers say valuing their time is the most important thing a company can do for great customer experience?

First Contact Resolution Rate (FCR): This shows how often you’re solving issues in one go. Here’s how to calculate it:

FCR = (One-touch tickets / Total tickets) x 100

A high FCR makes customers happy and saves you money.

Channel-Specific Traffic: This tells you which channels your customers prefer. Use it to focus your resources where they matter most.

Customer Effort Score (CES): This measures how easy it is for customers to get their issues resolved. A low CES across channels? That’s a good sign.

Conversion Rate: In customer service, this could mean how often chat interactions lead to resolved tickets or how frequently email support results in positive feedback.

Here’s a real-world example:

Spotify launched its AI chatbot "Swiftbot" in 2022. After six months, they saw:

70% of customer issues solved without human help
Response time cut from 2-3 days to minutes
Significantly improved customer satisfaction

The key? Don’t just collect data. Use it. Regularly review your metrics, spot trends, and take action. If email support is slow, maybe it’s time for some automation. If social media CSAT scores are low, your team might need more training.

Remember: in omnichannel customer experience, what gets measured gets managed.

10. Link All Customer Service Tools

Connecting your customer service tools is like building a well-oiled machine. Here’s how to make it happen:

Integration is key

Link your CRM with your help desk software. It’s not just a tech upgrade – it’s a new way of thinking:

"Supporting customers and managing relations are interconnected. One can feed the other positively and otherwise."

Pick the right tools

Choose a CRM that plays well with others. Look for one with solid integration options and automation features. Zendesk’s Answer Bot, for example, uses AI to suggest helpful articles to customers, cutting tickets by up to 30%.

Create a single customer view

When your tools talk to each other, your support team sees the whole picture during calls or chats. No more asking customers to repeat themselves – a big plus, since 56% of customers hate re-explaining issues to different reps.

Automate smartly

Set up cross-platform workflows. Fluent Support’s system can automatically tag CRM profiles based on ticket submissions. This helps spot repeat issues or VIP customers quickly.

Keep data moving

Make sure your system updates in real-time. A resolved support ticket should instantly update the CRM profile. This keeps everyone – from support to sales to marketing – on the same page.

Check and improve

Regularly assess your integrated system. Are you responding faster? Are customers happier? Use these insights to fine-tune your approach.

Linking your tools is an ongoing process, not a one-time task. But when done right, it creates a smooth experience that keeps customers coming back. As Salesforce points out, 71% of customers expect companies to communicate internally so they don’t have to repeat themselves.

Conclusion

Nailing omnichannel customer experience isn’t optional anymore. It’s a must-do for businesses that want to crush it in today’s digital world. We’ve covered a lot, so let’s break it down:

First up, build those customer profiles and keep your brand message tight across all channels. Why? Because customers are jumping between 4 channels on average during their buying journey. You’ve got to be ready for them everywhere.

Personalization is huge. Customers expect it now. And don’t forget mobile – most people are glued to their phones, so your mobile game needs to be strong.

Live data and smart tools can seriously speed up your response times. Check out Spotify’s "Swiftbot" – in just 6 months, it was handling 70% of customer issues without humans. That’s cutting response times from days to minutes.

Keep an eye on how each channel is performing and link up all your customer service tools. This lets you fine-tune your strategy as you go.

The payoff? It’s big. Companies that focus on customer experience grow revenue 1.7 times faster than those that don’t. Plus, they see customer lifetime value jump by 2.3 times on average.

As Dan Butler, a CX expert, puts it:

"Investing in customer experience is not just a good business practice – it’s a critical driver of sustainable success."

Looking ahead, the key is to keep adapting. Customer expectations are always changing, so your strategies need to evolve too. Embrace new tech, but don’t lose that human touch in your service.