Nyob rau hauv xyoo tas los no, "omnichannel" tau dhau los ua cov lus nrov hauv khw muag khoom thiab, tshwj xeeb tshaj yog, hauv kev lag luam e-lag luam. Tab sis lub tswv yim no txhais li cas thiab yuav ua li cas nws tsim kev sib cuam tshuam ntawm cov khoom lag luam thiab cov neeg siv khoom? Ntawm no peb yuav nkag siab txog lub tswv yim ntawm omnichannel, nws cov yam ntxwv, thiab pom qhov cuam tshuam ntawm txoj hauv kev no ntawm kev ua lag luam.
Lo lus "omnichannel" ua ke "omni" (Latin), lub ntsiab lus "tag nrho" lossis "universal," thiab "channel" (Lus Askiv), hais txog kev sib koom ua ke ntawm txhua lub tuam txhab kev sib txuas lus thiab kev muag khoom. Hauv lwm lo lus, nws yog lub tswv yim uas koom ua ke kev muag khoom thiab kev pabcuam cov neeg siv khoom. Qhov no tso cai rau cov neeg siv khoom txav mus los ntawm cov khw muag khoom lub cev, apps, cov vev xaib, kev tshaj xov xwm, lossis kev txhawb nqa xov tooj yam tsis muaj kev cuam tshuam hauv lawv txoj kev yuav khoom. Cov kev paub dhau los yog dej, tsis hais qhov twg cov neeg siv khoom cuam tshuam nrog lub hom.
Rau qee lub sijhawm tam sim no, ntau lub tuam txhab tau siv ntau txoj hauv kev rau lawv cov neeg siv khoom; Txawm li cas los xij, cov channel no feem ntau tsis muaj kev koom ua ke lossis muab me me kom tsis muaj kev koom ua ke. Leej twg tsis nco qab cov tuam txhab uas muaj ib tus nqi hauv lawv lub khw muag khoom thiab lwm qhov hauv lawv lub khw online rau tib yam khoom? Los yog qhov xwm txheej uas tus neeg siv khoom tsis tuaj yeem hloov pauv txoj kev sib cuag yam tsis tas yuav rov pib txheej txheem los ntawm kos? Cov no yog cov teeb meem uas omnichannel daws teeb meem.
Lub hom phiaj ntawm omnichannel yog los muab kev paub zoo ib yam thiab tus kheej, txhua lub sijhawm, nyob qhov twg. Tsis zoo li multichannel, qhov kev sib cuam tshuam yog ywj siab, omnichannel nrhiav kev sib koom ua ke tag nrho. Hauv lub ntiaj teb uas cov neeg siv khoom xav kom cov hom lag luam muaj nyob txhua qhov chaw thiab thaum twg lawv xav tau, qhov no tau dhau los ua qhov tseem ceeb.
Lub ntsiab yam ntxwv ntawm omnichannel yog tag nrho kev koom ua ke ntawm cov channel. Piv txwv li, thaum ua kev yuav khoom hauv online, tus neeg siv khoom tuaj yeem nqa cov khoom ntawm lub khw muag khoom ( click-and-collect ) lossis xaiv rau kev xa khoom hauv tsev. Yog tias muaj lus nug tshwm sim, lawv tuaj yeem tiv tauj lub tuam txhab los ntawm kev sib tham lossis kev tshaj xov xwm tsis tas yuav rov hais dua cov ntaub ntawv - lub tuam txhab twb muaj tag nrho cov ntaub ntawv hloov pauv.
Qhov kev koom ua ke no yuav tsum muaj kev siv thev naus laus zis zoo. Cov tuam txhab lag luam yuav tsum nqis peev hauv kev tswj hwm uas txuas cov khoom lag luam, e-commerce platforms, CRM (Kev Tswj Xyuas Cov Neeg Siv Khoom), ERPs (kev tswj hwm kev sib koom ua ke), thiab lwm yam kev pab. Cov thev naus laus zis xws li Artificial Intelligence (AI) thiab Cov Ntaub Ntawv Loj tuaj yeem pab kho tus kheej cov neeg siv khoom ntawm txhua qhov kov.
Incidentally, personalization yog lwm qhov tseem ceeb ntawm omnichannel. Nrog cov ntaub ntawv sau los ntawm kev sib cuam tshuam sib txawv, cov tuam txhab tuaj yeem nkag siab zoo dua rau cov neeg siv khoom, muab cov lus pom zoo rau cov khoom lag luam thiab kev txhawb nqa. Qhov no ua rau kom muaj feem ntawm kev hloov dua siab tshiab thiab ntxiv dag zog rau hom kev ntseeg siab.
Qhov cuam tshuam ntawm omnichannel yog pom tseeb. Raws li Harvard Kev Tshawb Fawb Kev Lag Luam (2020), 73% ntawm cov neeg siv khoom siv ntau tshaj ib txoj hauv kev thaum lawv mus yuav khoom. Tsis tas li ntawd, kev tshawb fawb los ntawm PwC (2023) tau qhia tias 86% ntawm cov neeg yuav khoom txaus siab them ntau dua rau qhov kev paub zoo tshaj, ib yam dab tsi uas omnichannel muab. Ib tsab ntawv ceeb toom los ntawm McKinsey & Company (2023) qhia tias cov tuam txhab nrog cov tswv yim zoo omnichannel yog 23% ntau dua yuav tau txais cov neeg siv khoom tshiab thiab 30% feem ntau yuav ua rau muaj kev ncaj ncees ntawm cov neeg siv khoom uas twb muaj lawm. Cov lej no qhia txog qhov tseem ceeb ntawm kev nqis peev hauv omnichannel kom ua raws thiab coj cov kev lag luam kev lag luam.
Omnichannel tsis yog qhov kev sib tw dhau los hauv khw muag khoom thiab e-lag luam, tab sis kev hloov pauv ntawm yuav ua li cas cov tuam txhab nrhiav kev sib txuas nrog lawv cov neeg siv khoom. Los ntawm kev sib koom ua ke txhua txoj kev sib cuam tshuam thiab muab cov kev paub ntawm tus kheej thiab tsis sib haum, cov tuam txhab uas siv cov tswv yim no yuav zoo dua los ua kom tau raws li cov neeg siv khoom xav tau. Niaj hnub no, tib neeg nrhiav kev yooj yim, ceev, thiab tus kheej hauv kev sib cuam tshuam nrog cov tuam txhab. Omnichannel teb tau zoo rau cov kev xav tau no, tsim kom muaj kev lom zem thiab tsis sib haum xeeb rau cov neeg siv khoom. Rau cov koom haum uas xav sawv tawm, kev nqis peev hauv omnichannel lub tswv yim tsis yog ib qho kev xaiv, tab sis yog qhov tsim nyog.
Yog tias koj yog ib tus neeg muag khoom thiab tseem tsis tau pib siv lub tswv yim no, tej zaum nws yog lub sijhawm los rov xav txog koj tus qauv kev lag luam thiab npaj rau yav tom ntej ntawm cov khw muag khoom, uas twb nyob ntawm no.
