Eminyakeni yamuva nje, "i-omnichannel" isiphenduke indatshana ekuthengiseni futhi, ikakhulukazi, ekuhwebeni kwe-inthanethi. Kodwa lisho ukuthini leli su futhi likubumba kanjani ukusebenzisana phakathi kwemikhiqizo nabathengi? Lapha sizoqonda umqondo we-omnichannel, izici zayo, futhi sibone umthelela wale ndlela emakethe.
Igama elithi "omnichannel" lihlanganisa elithi "omni" (Latin), elisho "konke" noma "indawo yonke," kanye "nesiteshi" (isiNgisi), libhekisela ekuhlanganisweni kwakho konke ukuxhumana kwenkampani nemigudu yokuthengisa. Ngamanye amazwi, yisu elihlanganisa ukuthengisa kanye neziteshi zesevisi yamakhasimende. Lokhu kuvumela umthengi ukuthi ahambe kalula phakathi kwezitolo ezibonakalayo, izinhlelo zokusebenza, amawebhusayithi, inkundla yezokuxhumana, noma usekelo lwefoni ngaphandle kweziphazamiso ohambweni lwakhe lokuthenga. Okuhlangenwe nakho kugcwele, kungakhathaliseki ukuthi ikhasimende lisebenzisana kuphi nomkhiqizo.
Isikhathi eside manje, izinkampani eziningi zisebenzisa iziteshi ezahlukahlukene zabathengi bazo; noma kunjalo, lezi ziteshi ngokuvamile azihlanganisi noma zinikeza ukuhlanganiswa okuncane noma okungekho. Ubani ongakhumbuli izinkampani ezinenani elilodwa esitolo sabo esiphathekayo nenye esitolo sabo se-inthanethi somkhiqizo ofanayo? Noma isimo lapho ikhasimende lingakwazi ukushintsha isiteshi sokuxhumana ngaphandle kokuthi liqale kabusha inqubo kusukela ekuqaleni? Lezi yizinhlobo zezinkinga izixazululo ze-omnichannel ezibhekana nazo.
Umgomo we-omnichannel uwukunikeza okwenziwayo okungaguquki futhi komuntu siqu, noma nini, noma kuphi. Ngokungafani neziteshi eziningi, lapho ukusebenzisana kuzimele, i-omnichannel ifuna ukuhlanganiswa okuphelele. Emhlabeni lapho abathengi belindele ukuthi imikhiqizo itholakale noma kuphi nanoma nini lapho beyifuna khona, le ndlela isibalulekile.
Isici esiyinhloko se-omnichannel ukuhlanganiswa okuphelele kwamashaneli. Isibonelo, lapho lithenga ku-inthanethi, ikhasimende lingakwazi ukuthatha umkhiqizo esitolo esiphathekayo ( chofoza bese uqoqa ) noma likhethe ukulethwa ekhaya. Uma kuphakama umbuzo, bangaxhumana nenkampani ngengxoxo noma ngenkundla yezokuxhumana ngaphandle kokuphinda ulwazi—inkampani isinayo yonke idatha yokwenziwayo.
Lokhu kuhlanganiswa kudinga ingqalasizinda yezobuchwepheshe eqinile. Izinkampani kufanele zitshale imali ezinhlelweni zokuphatha ezixhuma uhlu lwezimpahla, izinkundla ze-e-commerce, amathuluzi e-CRM (Ukuphathwa Kobudlelwane Bekhasimende), ama-ERP (izinhlelo zokuphatha ezididiyelwe), nezinye izinsiza. Ubuchwepheshe obufana ne-Artificial Intelligence (AI) kanye ne-Big Data busiza ukwenza kube ngokwakho ukuzizwisa kwekhasimende kuyo yonke indawo yokuthinta.
Phela, ukwenza kube ngokwakho kungenye ingxenye ebalulekile ye-omnichannel. Ngedatha eqoqwe ekusebenzisaneni okuhlukahlukene, izinkampani zingaqonda kangcono ukuziphatha kwamakhasimende, zinikeze izincomo zomkhiqizo oqondiwe kanye namaphromoshini. Lokhu kwandisa amathuba okuguqulwa futhi kuqinisa ukwethembeka komkhiqizo.
Umthelela we-omnichannel uyabonakala. Ngokusho kwe-Harvard Business Review (2020), u-73% wabathengi basebenzisa iziteshi ezingaphezu kwesisodwa phakathi nohambo lwabo lokuthenga. Ngaphezu kwalokho, ucwaningo olwenziwa yi-PwC (2023) luveze ukuthi u-86% wabathengi bazimisele ukukhokha okwengeziwe ukuze bathole ulwazi olungcono, into ehlinzekwa yi-omnichannel. Umbiko we-McKinsey & Company (2023) ubonisa ukuthi izinkampani ezinamasu e-omnichannel asetshenziswe kahle zinamathuba angu-23% okuthola amakhasimende amasha kanye nama-30% ngaphezulu amathuba okukhulisa ukwethembeka kwamakhasimende akhona. Lezi zinombolo zigqamisa ukubaluleka kokutshala imali ku-omnichannel ukuze uhambisane nokuhola amathrendi ezimakethe.
I-Omnichannel ayiyona inkambiso edlulayo ekuthengiseni nasekuhwebeni nge-elekthronikhi, kodwa inguquko endleleni izinkampani ezifuna ukuxhumana ngayo namakhasimende azo. Ngokuhlanganisa zonke iziteshi zokusebenzisana nokunikeza okuhlangenwe nakho komuntu siqu nokungenazihibe, izinkampani ezisebenzisa leli su zizoba sesimweni esingcono sokuhlangabezana nokulindelwe ngabathengi. Namuhla, abantu bafuna ukunethezeka, isivinini, kanye nokwenza kube ngokwakho ekusebenzelaneni kwabo nezinkampani. I-Omnichannel isabela ngempumelelo kulezi zimfuno, idala uhambo lwamakhasimende olujabulisayo nolungenazihibe. Ezinhlanganweni ezifuna ukugqama, ukutshala imali ohlelweni lwe-omnichannel akuseyona inketho, kodwa kuyisidingo.
Uma ungumthengisi futhi ungakaqali ukusebenzisa leli su, mhlawumbe yisikhathi sokucabanga kabusha ngemodeli yebhizinisi lakho futhi ulungiselele ikusasa lezokuthengisa, esesivele sikhona.
