Omnichannel concept provides more fluid journey for customers

The omnichannel experience for customers has been a prominent theme in the corporate world, especially in a scenario where consumer expectations are always increasing. Throughout their purchase trajectory, from the first contact to the delivery of their orders, these points in evidence allow companies to integrate communication and sales channels, providing a consistent and fluid journey to customers.

Effective channel integration also allows consumers to interact with the brand efficiently and satisfactorily, regardless of the chosen contact format. The positive impact of this integration is evident in operational improvements, increased negotiations and a more personalized customer experience, generating fewer errors.

The importance of using different channels

Renato Torres, entrepreneur and specialist in technology and marketing, highlights the relevance of using technologies that allow the integration of online and offline channels, such as CRM (Customer Relationship Management) and sales management platforms.“A true omnichannel experience is one in which the customer does not even notice the change between the contact channels due to the quality of the service delivered. With this concept, it is possible to generate a journey without interruptions, where each contact point is connected in an efficient and practical manner”, says Torres.

According to a Harvard Business Review study, more than 70% of consumers use multiple channels in their purchase journeys, which exposes the need for companies to invest in omnichannel strategies to meet the increasing expectations of customers.

Torres explains that by integrating channels such as physical stores, e-commerce, social networks, applications and telephone service, companies can offer a satisfactory experience regardless of the chosen channel.“The integration of channels improves the customer experience and increases the operational efficiency of the company, which allows a more centralized and effective management of interactions with consumers, also understanding what are the points of improvement that can be applied in the future”, he highlights.

Companies that have implemented omnichannel strategies have been reaping positive results. Magazine Luiza, for example, has integrated its online and offline operations, which has led it to increase its sales by more than 60% in e-commerce in 2020. Another success case is that of Starbucks, which uses an application to create an integrated shopping experience, allowing customers to place orders, pay, withdraw the order in the store and collect loyalty points.

Organizing customer data and personalized interactions

The expert points out that with a well-implemented CRM system, companies can more effectively understand customer behavior and preferences, offering more relevant and personalized products and services according to their preferences. “This not only increases customer satisfaction, but also generates loyalty, enabling referrals for other future sales”, he says.

According to a Salesforce survey, companies using CRM can record an increase of up to 29% in sales and an improvement of up to 34% in customer satisfaction. For Renato, this data highlights the positive impact that technological integration can have on the customer journey and the cashier of companies. “The first step is to understand how these solutions can be used to create meaningful and lasting connections with” customers, says Torres.

The omnichannel experience also helps solve one of the biggest challenges facing companies: the dispersion of customer data. With the integration of channels, interaction data and other records are centralized in a single system, allowing a broad view of the customer journey. “This allows companies to be more proactive in solving problems and more accurate in offering products and services, creating a unique experience for” customers, Torres concludes.