Business-consumer interactions are multiple, non-linear, heterogeneous and increasingly dematerialized. The difficulty for companies remains to work on the consistency of all the points of contact so that they fit together harmoniously in the creation of an adequate and personalized customer experience. But how do you manage to offer a unified message across all distribution and communication channels? What strategy and what actions should be put in place to boost the customer journey?
#1: Bet on the perfect ally, the mobile
Mobile is everywhere. It is used throughout the customer journey. The mobile is essential for many daily tasks and activities: checking emails, social profiles, searching for information online, etc. It is therefore essential for managers to manage to reach mobile users without this being redundant with the messages that have reached them through other distribution and communication channels. Your story must be told harmoniously and mobile must be the preferred tool for your strategy. The objective is to manage to reach each mobile user using messages that are neither too intrusive nor too invasive. The difficulty then remains the apprehension of customer journeys in a global way in order to identify the moments when it seems that offering a mobile interaction is appropriate.
#2: Orient your strategy towards "moment marketing"
The whole problem of the customer journey lies in offering the right message at the right time. In this sense, the real challenge is to understand where the consumer is in the customer journey. In the field of retail, it is often a question of micro-moments and the strategy of “ marketing moment ". The objective is to identify the key moments, translating interactions, in order to configure personalized messages adapted to each need such as for example a question or a need for information on the part of Internet users.
The “marketing moment” is thus a particularly fundamental principle to be integrated into the strategies omnichannel companies since it allows interactions to be linked whether they are online or offline in order to create a fluid journey, without disruption.
#3: Disseminate content and messages with high added value
In any retail strategy omnichannel, it is a question of broadcasting the right content at the right time, as we have just seen a little earlier in this article. It is therefore a question of understanding what is the “good content” to distribute to individuals. Initially, the interest is to know the consumers in a fairly detailed way in order to offer adapted and personalized content, with high added value. It is not useful to create new and different content for each target and for each interaction. It would be mission impossible. The solution is to optimize the distribution of content that already exists. For example, it is appropriate to offer inspirational content to consumers at the beginning of the journey, when they are looking for discoveries. For another consumer who is more advanced in their purchasing journey, the content to be offered will have to be much more precise and technical. Thus, in order to offer the right content at the right time, it is a question of having a library of content that will be offered in a differentiated way during interactions, according to the customer's profile and the points of contact.
#4: Have a holistic view of the date
To be effective across the entire customer journey and to offer differentiated and consistent experiences, the challenge lies in the idea of integrating the data collected. Indeed, these are collected from various channels, various points of contact and various interactions. To be useful, they must be combined because they make it easier to identify customers. The company must have a holistic understanding of the customer in order to offer him communication consistent with his preferences which will guide him towards conversion. The fact that the data communicate with each other makes it possible, for example, to offer the purchase of a product in store if it is out of stock on the e-commerce site. Communicating data from one channel to another is a real strength for companies.
#5: Automate scenarios to converse
The success of a strategy omnichannel can be assessed by companies' ability to react in real time. The company must be present on all channels, respond as quickly as possible and send information to consumers through the means they prefer. It is then a question of conversational marketing. The conversational marketing strategy involves automating certain processes. Indeed, certain messages, certain contents can be broadcast automatically using the identification of scenarios beforehand. The content delivery will then be triggered when the moment is relevant. For example, it is possible to program the sending of a personalized newsletter to all new customers with the description of your commitments and your values.
The idea for companies in an environment omnichannel is to rely on the dissemination of relevant content during micro-moments. The activation of this useful content must then be at the center of managerial concerns.
