The omnichannel concept, which is not new in the US or Europe, is gaining strength in Brazil. The truth is that having a single sales channel makes less sense every day for retail companies, for example. After all, people are connected all the time and are always looking for new options, alternatives for consumption. Those who are not prepared to meet this increasingly demanding demand, then, will lose more and more relevance. That’s why, then, the omnichannel strategy is even more necessary. Even because, using multiple simultaneous channels in order to reach the end customer and create a good relationship with him is essential. Change the way companies operate in the retail sector, understand the profile of the new consumer and have the CRM as a potent ally in this mission. These are the challenges of directors and managers in the retail segment and that is what this article is about. Come on? Good reading!
Understanding what omnichannel is
Let’s first unravel the term. Omni comes from Latin and means “all/whole”. Now channel , comes from English and means “channel”. In other words, putting the two terms together, the closest meaning brings us to “all channels”. The oldest idea people have about multichannel originally goes back to marketing campaigns. Print campaigns, advertisements in the media, among others. With digital marketing, other possibilities emerged. First came emails, then instant messages, social networks… and what is Artificial Intelligence, especially in sales, creates, opens an ever-widening range of alternatives. As we said, customers expect increasingly personalized services from companies. And meeting that expectation goes a long way that many organizations are just starting to travel with chatbots , predictive analytics, and more. That’s why omnichannel is the next stage in the evolution of multichannel. It’s comprehensive and updated in real-time – after all, company agents are using technology to achieve an even better relationship with customers.
Ok, but how does omnichannel work?
An omnichannel customer experience approach aims to use the data collected and categorized for business use. It serves to identify commonalities for the commercial team and streamline, at the same time, humanize customer support – this regardless of the channel in which the request is initiated, or how it is continued. When we talk about sales, for example, the commercial team can, with mobile devices in retail environments, bring the transaction history of a customer – who makes a recurring purchase – to analyze the products in stock. If we’re talking about B2B sales, a large amount of categorized data, or customer data, allows salespeople to identify which people are most likely to complete a purchase. It also allows sales playbook .
Customer service can start with support given on a social network and quickly move to whichever channel the customer prefers thereafter. This transition, thus, occurs, without loss of information or the so-called “thread of the skein” of the conversation – even if the attendant is another one. Understand: the customer support environment has changed, but the service remains the same. You just went to the context where he feels most comfortable. And this is extremely positive, after all, you solve the customer’s problem in the way he thinks is the most positive. That makes it easier to come to a final understanding, isn’t it? Even within the narrowest context of customer engagement, omnichannel operations take many forms. Although its application, especially in Brazil, is surrounded by many uncertainties,
CRM + Omnichannel = improved speech
As we said, the role of data in customer-facing operations – marketing, sales and support – is essential. They are intended to optimize the customer experience so that others, in the future, can be satisfied from every step of the buyer’s journey and, with the improved process, become repeat customers. After all, more and more people are looking to trust companies before making a purchase. They choose those that demonstrate sincerity, respect. Companies in which there is empathy from the first interaction, whether generated or inbound or outbound. But, of course, the ultimate goal is to make you sell more and better and improve the service process, right? Sales make companies grow. Well, and that’s where the importance of a good CRM within this operation grows
Does your CRM really help you?
A good CRM, for example, allows you to listen to recordings via VoIP from customer service. If he started support via Twitter and asked for a call, this call made from within the CRM in the support funnel will serve to improve the speech of the team responsible for this within the company and replicate it for both new and old customers . Add the human element to a customer engagement strategy and make the relationship more interpersonal. That’s the goal you want. CRM will not create an omnichannel reality for businesses. However, it is the tool’s role, always, to contribute to real-time perceptions between service channels. Within the software, you have the complete view of every interaction with the customer. You know how he acted from entering the pre-sales funnel to the last step of the customer success funnel . More than that, knowing the customers well, marketing also benefits, right? After all, the company manages to devise strategies that really generate value for potential customers. So, how can we help you? Enjoy and read our article on what is CRM and how it helps companies to sell more and another that talks about the advantages of making phone calls within CRM . To learn more about CRM PipeRun, talk to a consultant today . Good sales! A hug from PipeRun, your CRM. #RunPipeRun