ImaginativePRO Blog: Customer Experience

Consumers don’t just touch and try products before they make a purchase. They learn about products from many platforms, including Google searches, social media, videos, mobile apps, company websites, and in-store experiences. Creating an omnichannel customer experience benefits businesses. Customers who engage through multiple channels with a business reportedly spend more.

Let’s take a look at what goes into creating an omnichannel customer experience and how it can help you boost sales and increase customer retention.

What is omnichannel customer experience?

An omnichannel customer experience is the connection of customer interactions from multiple channels into a single unified customer journey, enabling customers to experience your brand across multiple channels seamlessly.

Kinsta reports the following channels are commonly used by U.S. entrepreneurs to sell products and services:

Brick-and-mortar shop (56%)
Social media (40% Facebook, Twitter, and Instagram, but Facebook alone is 25%)
Website (34%)
Pop-up shops, markets, and events (26%)
Amazon (16%)
Others (22%; includes Etsy, Alibaba, eBay)

Multichannel vs Omnichannel Experience

Multichannel and omnichannel customer experiences involve selling to customers through online and offline channels. The key difference lies in the customers’ experience in these channels.

A multichannel retailer may have a website, social media account, and brick-and-mortar store. These different channels are siloed or isolated from each other. They have little to no connection.

Most businesses use multiple channels in their sales process. However, having multiple channels does not automatically equate to an omnichannel experience.

For example, a shopper may visit your website and browse products that they want to buy. Then, the shopper visits your physical store to buy the product in person. Unfortunately, the staff can’t find the product so they contact customer service, only to find out that the product is not available in-store. The customer leaves your shop without making a purchase.

In contrast, an omnichannel approach aligns multiple channels to offer streamlined customer support and shopping experiences.

For example, a potential buyer may use an app to browse your products. They might interact with social media posts to get more information about specific products or tag their friends in things they like.

Once they visit the store, an employee can assist them with an iPad and entertain their questions about the product. Instead of lining up, they can pay through their mobile phones or ask for help from an in-store assistant.

Omnichannel customer experiences are also valuable assets in customer support. Once a customer calls, your support staff can find a real-time record of their past interactions through whichever digital channel they used. No need to ask questions about their past issues with the service.

Ultimately, this makes the buyer journey a lot easier for both staff and shoppers. Not only does it boost the efficiency of customer service agents but it also improves customer retention and brand loyalty.

Customers are more likely to become brand advocates when placing orders is simple, customer service is easily accessible and efficient, and they experience a personalized shopping experience.

Omnichannel Customer Experience vs. Omnichannel Marketing

It’s also noteworthy to mention that omnichannel marketing is different from an omnichannel customer experience.

Omnichannel marketing involves sending messages to customers through digital and traditional marketing channels that connect with each other.

For example, a customer may receive promotional SMS offers while shopping in-store. If they abandon a product online, they may receive abandoned cart emails and retargeting ads on Facebook.

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An omnichannel experience, on the other hand, involves a multi-channel approach to sales, customer support, and marketing. It requires providing a cohesive customer experience no matter which channel customers use to interact with your brand as depicted in above the graphic.

Companies creating an omnichannel experience must align their marketing goals, objectives, messaging, and design across various channels. By connecting these factors, a business can improve its marketing, customer support, and user experience.

Why the omnichannel customer experience works for businesses

An omnichannel strategy can significantly impact convenience and conversions.

According to ClickZ, shoppers who used three or more channels to interact with brands had a purchasing frequency rate that was 250% higher than single-channel users. Customers who used three or more channels also had an AOV (average order value) which was 13% more than those that did not.

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Harvard Business Review reports that customers who used more channels were more valuable. They spent an average of 4% more in physical stores and 10% more than online single-channel customers.

These numbers prove that shoppers that interacted through multiple channels were likely to purchase more and make more purchases over time.

Tips for building an omnichannel customer experience

Wondering how to get started? Here are some tips you can use to integrate multiple channels.

Map the customer journey

Segment customers by determining where their buyer journey begins and all the touchpoints that lead to purchase.

By identifying stages of cart abandonment, businesses can modify the customer journey and shopping experience in different channels to increase sales and improve convenience.

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Use the right technology

Seamless user experiences are impossible without the right technology.

Support agents should be able to contact customers through live chat or mobile apps depending on their preferred method of communication. Websites should also personalize product recommendations to encourage customers to make repeat purchases.

Consider software that includes sales and service tools like live chat, video and voice calls, and chatbots.

Identify the stakeholders

Implementing an omnichannel experience does not happen overnight. You’ll need to work closely with the departments that play a role in the buyer's journey, such as your sales, marketing, customer service, and product teams.

Teach teams to provide customer support through different channels. The earlier you plan, the easier it’ll be to make changes and identify potential issues in the process.

A good tip is to start small and then modify the customer journey on more platforms. You can align experiences in your main channels first, then expand these experiences across multiple supporting platforms.

Listen to feedback

Feedback from customers can drastically improve the buyer's journey. So, collect reviews and ask your customers to rate their experiences.

You can send surveys through email or mobile apps. You can also generate a popup that lets customers rate their experience and give comments and suggestions.

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Examples of omnichannel retailing

Need some inspiration? Let’s take a look at a few top brands that have successfully integrated different digital channels.

Starbucks

Starbucks offers a premium user experience.

Customers are rewarded with a free drink after they sign up for a customer loyalty program. When they make a purchase through the Starbucks card, they can reload through the app, website, in-store, or by a mobile device—and their total rewards points are updated across all platforms.

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Coffee enthusiasts can also make mobile orders, gift digital Starbucks cards, find stores near their location and tip their baristas without going out of their way.

Neiman Marcus

Neiman Marcus is a fashion brand that uses technology to connect online and offline platforms.

The Neiman Marcus app connects shoppers to sales associates through text messages, calls, emails, or FaceTime. Shoppers can also use it to check their points and view upcoming events or promotions.

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The website delivers personalized product recommendations and remembers size preferences, too. One major differentiator between Neiman Marcus and other online stores? You can use geolocation to find items stocked in nearby stores. New arrivals that suit customers’ preferences are sent through email and direct mail.

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“Memory Mirror" is another distinct omnichannel feature. Have you ever wondered how your outfit looked from behind or from the side? The Memory Mirror can record and capture your try-on from every angle. Hesitant shoppers who need a second opinion can also seek advice on their looks by sharing the outfits with their network.

COMMENTARY: Acquiring and retaining customers is a key strategic objective for many business organizations. Customer acquisition and retention has become even more challenging and adversely impacted because of the COVID19 pandemic and use of business lockdowns and infection preventive measures such as safe distancing and wearing masks. To take full competitive advantage of the opportunity, business organizations need to adopt an omnichannel transition plan, which includes a comprehensive strategy and well-planned approach that involves addressing three key elements of the transition:

Culture - This is about the making changes to the human element within the organization:
- Plan the change management roadmap (who does what and when during the transition).
- Develop and empower highly skilled agents (select and empower leaders within the organization to drive the omnichannel transition).
- Build a balanced talent model (HR activities: recruitment, selection, talent management, organizational structure, learning and development, analytics, performance measurement and succession planning).
Processes - This is about the methodologies utilized to get things done:
- Revamp business processes.
- Design and monitor new organizational and people key performance indexes (KPIs).
Technology - How and what type of technology is being utilized and integrated within the business organization.
- Perform an internal data assessment and identify opportunities for integration of technology within the business organization.
- Integrate systems and information from all channels.

Courtesy of an article dated July 29, 2021 appearing in Acquire

Harris Poll Study Commissioned by Lithium Finds Great Customer Experience Means More to Consumers than Great Products

What makes customers happy? And what’s a happy customer worth? Eighty-three percent of U.S. consumers say having a positive customer experience with a brand is more important than the product itself, a new study by Harris Poll of 2,000 respondents reveals. Consumers are willing to spend one-third of their disposable income – $100 per month on average – with brands they love based on a great customer experience. That’s around $31 billion up for grabs every month to brands who make their customers happy.

Experience Over Product

Brands work relentlessly on product design and features, but today’s consumer increasingly values how a brand treats them as more important than the product they sell. The Lithium-commissioned study found 43 percent of consumers would actually buy an inferior product from a brand that they had a great experience with, and 73 percent will spend more on a product if it is from a brand they love. But this works both ways, with 71 percent of consumers unlikely to ever use a brand again after only one bad experience. Worse, 44 percent would share their negative experience with friends and family, potentially leading to even more customers fleeing.

Value of A Happy Customer

The following Lithium infographic summarizes the major findings and insights from the Harris Poll:

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And checkout what people on the street had to say about what a great experience with a brand meant to them:

What does a great experience with a brand mean to you? from Lithium on Vimeo.

Rob Tarkoff, President and CEO of Lithium Technologies says.

“Customers’ increasingly high expectations of brands have reached a critical point. When two-thirds of consumers say they are unwilling to stick with a brand that has treated them badly even if they love the brand’s products, it’s time to sit up and take notice. Brands need to dig deeper to understand how they can create awesome experiences for their customers across platforms.”

What’s A Brand To Do?

Brands can no longer dictate terms. They must connect with the customer in the channel of their choice, which is increasingly digital. The study reveals 29 percent of consumers prefer to engage with a brand via its website/blog/social channels, compared to 17 percent who prefer in-store engagement, and 16 percent who prefer to connect over email.

Tarkoff said.

“This study shows that as consumers reach out on digital channels, they are highly sensitive to how and when brands respond to them. It’s a wakeup call for brands to realize that providing great experiences on digital is the surest path to attracting and retaining happy customers.”

Path To Happy Customers

Harris Poll, on behalf of Lithium, conducted the “Value of a Happy Customer” survey of over 3,000 adults in the United States and the United Kingdom to help us understand what it really takes to make customers happy today.

Here are a few of the highlights:

86% of adults in the U.S. and 74% of adults in the U.K. say they are willing to spend more on products and services from a brand they love.
71% of adults in the U.S. and 64% of adults in the U.K. would share a positive experience with other consumers
After one bad experience, 71% of adults say they would likely never use that brand again.
55% of adults admit they place more value on a positive experience with a brand than on the product purchased.

Key findings from this survey include:

An Emotional Connection Matters - People tend to have love/hate relationships with brands. Savvy brands today understand that creating an emotional connection with customers is the best way to keep them in the “love” zone. The majority of adults surveyed said that they would be likely to spend more on products and services from a brand that makes them happy (80%), a brand they love (80%), and a brand to which they are loyal (80%). The message is clear: when a brand is able to create an emotional connection with consumers, a stronger sense of loyalty results.
A Digital First Mindset - When consumers need to search for something specific, they flock to digital – especially via their mobiles phones – to do it. The same can be said about how consumers engage with brands. A brand’s website, blog, or social channels are typically the first stop when searching for information about products and services. About one-third of adults say they are likely to spend more on products and services from a brand that communicates with them (32%) and shares entertaining and engaging content with them (31%) via social media.
No Such Thing as Second Chances - As consumer expectations become increasingly intense, brands have got only one shot to make a good first impression. Otherwise, customers will gladly move on. They no longer have to tolerate a bad brand experience. Over 8 in 10 adults (83%) say they would stop using a brand after one bad experience while nearly 9 out of 10 adults (87%) agree that they would look elsewhere if a brand made them unhappy in any way.

COMMENTARY: In-store shopping beats the e-commerce experience across numerous customer service and relationship measures, while online shopping wins for research and pricing, according to the results of a survey of consumers who have used their mobile devices to shop. The survey, conducted by Dimensional Research and sponsored by Wanderful Media, identified several shopping-related activities and asked respondents whether they thought those experiences were better in-store or online.

Respondents more often chose the in-store option for measures such as a great customer service (40% vs. 16%), having their questions answered (50% vs. 13%), and establishing a relationship with the merchant (51% vs. 12%).

The biggest gap in favorability, though, was for the ease of making a return (64% in-store vs. 12% online). Frustrations with the return experience certainly appear to plague online shoppers, per results from a ShopRunner survey conducted by Harris Interactive. About 7 in 10 online shoppers surveyed feel that returning items purchased online is a complicated process, while an even greater proportion (81%) said they are not likely to make additional purchases from websites that charge shipping on returns.

Online Shopping Makes the Grade for Research, Savings

Further details from the Wanderful Media survey suggest that consumers who use mobile devices to shop may favor the customer experience in-store, but they prefer the research and savings possibilities offered online. The online shopping experience was overwhelming favored for the breadth of information available to research purchases (71% vs. 12%), the ease of finding a specific item (59% vs. 14%), and getting the best price (57% vs. 11%), among others.

Store Browsing Leads to Impulse Purchases

Notably, respondents were far more likely to favor the online path for discovering a previously unknown product (40% vs. 16%). Still, more respondents had made an impulse purchase in the last month in a store than had done so online (74% vs. 65%), suggesting that while they find new products online, they’re more likely to try something new while shopping in a store.

In fact, browsing in a store (60%) was the leading driver of impulse purchases among respondents, ahead of email promotions (42%) and window shopping (36%). Interestingly, newspaper circulars (23%) influenced more shoppers than social media channels such as Facebook (22%), Twitter (13%) and Pinterest (13%).

9 in 10 Have Visited a Store Due to An Online Experience

Of the shoppers surveyed, the vast majority (91%) said that something they have done online has spurred them to visit a store. Emails held the biggest sway: 60% said they had visited a store after receiving an email about a special price or promotion. Close behind, finding a coupon (59%), seeing an online ad for a sale (56%), searching for a product and finding a store location (55%), and browsing an online circular (52%) also did the trick for a majority.

Other Findings:

Of various factors that may contribute to a positive experience when shopping in-store, respondents named the absence of shipping charges (64% citing as “very important”), the ease of making a return (60%), the ability to touch, smell, and see the item to be purchased (55%), and getting the item immediately (55%) as the most important.
To get the most positive online shopping experience, respondents were most likely to say that the ability to compare prices from a broad range of sources (63% citing as “very important”), the depth of information to research purchases (59%), and the ability to stay home to shop (54%) were very important.
Generally speaking, respondents preferred buying books, gifts, and consumer electronics online, and clothes, personal care products, shoes, and furniture in a store.

About the Data: The Wanderful Media data is based on an online survey conducted in December 2012 of 1027 consumers. All participants live in the United States and use a mobile device for shopping. 62% of respondents are female and a plurality (40%) are aged 36-50.

The ShopRunner survey was conducted online within the United States by Harris Interactive from December 7-11, 2012 among 3,036 adults ages 18 and older. This online survey is not based on a probability sample and, therefore, no estimate of theoretical sampling error can be calculated.

Courtesy of an article dated March 20, 2017 appearing in Lithium.com and an article dated March 30, 2017 appearing in MarketingProfs and an article dated December 17, 2012 appearing in Marketing Charts

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