Nakuba igama elithi omnichannel selivele liyingxenye yamagama ezinkampani, ochwepheshe bezimakethe babona ukuthi, empeleni, lisathathwa njengegama eliwumbukwane kunesu elihlanganisiwe. Ngokwalezi zingcweti, naphezu kwesidingo esikhulayo sohambo oludidiyelwe nolwenzelwe umuntu siqu, izinkampani eziningi zisabhekene nezithiyo zesakhiwo nemicabango ezithiya ukuqaliswa kwazo ngempumelelo.
Ngokusho State of the Connected Customer , abathengi abangu-86% balindele ukuvumelana kuzo zonke iziteshi zokusebenzelana nomkhiqizo. Kodwa-ke, idatha evela ku-PwC ibonisa ukuthi ama-22% kuphela ezinkampani zaseBrazil ezithi zinokuhlanganiswa okugcwele phakathi kwamashaneli azo edijithali nengokwenyama—ukubonisa okuqondile kwegebe phakathi kokulindela nokungokoqobo.
"Izinkampani eziningi zisaphambanisa ubukhona beziteshi eziningi ngesu lama-omnichannel. Ukuba khona eziteshini eziningi, ngokwako, akusho ukuletha okuhlangenwe nakho okuhle. Inselele yangempela isekuqinisekiseni ukuthi uhambo lwamakhasimende luyaqhubeka, alunamanzi, futhi aluguquki kungakhathaliseki ukuthi luqala noma luphethe kuphi," kusho uGuilherme Carvalho, oyi-CEO ye-Backlgrs, inkampani ehamba phambili ye-Salesforce esebenza eBrazil.
Ubuye wengeze ngokuthi: “Akusizi ukuthi umthengi aqale ukusebenzisana ku-WhatsApp, abese ethuthela ku-imeyili futhi kamuva ashayele isevisi yamakhasimende futhi kufanele aphinde yonke imininingwane. Lokhu kuwuphawu lomsebenzi ongahlelekile, odala ukukhungatheka, ukuwohloka kokwethembana, nokulahlekelwa kwamathuba okwethembeka. Ishaneli yonke yeqiniso idinga ukuhlanganiswa phakathi kwezindawo ezigxilile, esinakho ukuqondanisa. iziteshi eziningi ezihlukene, ezingalethi nzuzo ebhizinisini noma kumthengi.”
Njengoba kunamaphrojekthi aqalisiwe angaphezu kuka-60 phakathi kwemikhiqizo emikhulu ezweni, i-Backlgrs ibone amaphutha aphindelelayo kumasu ama-omnichannel, kusukela ekuntulekeni kokusebenzelana phakathi kwezinhlelo nokungabi bikho kombono ogxile kumakhasimende. Inhlolovo eyenziwe yi-Aberdeen Group iqinisa umthelela wala maphutha: izinkampani ezinobukhona obuqinile be-omnichannel zigcina u-89% wamakhasimende azo, kanti lezo ezinamasu abuthakathaka zigcina kuphela u-33%.
Phakathi kwemibono eyiphutha eyinhloko, uchwepheshe ugqamisa:
- Ukungaqondani kahle phakathi kwezindawo : Ukuthengisa, ukuthengisa, kanye nesevisi yamakhasimende kusebenza ngokuhlukana, kuvimbela ukubuka okuhlanganisiwe kwekhasimende;
- Ukutshalwa kwezimali ngaphandle kwesu : Ukwamukelwa kwamathuluzi ahlukahlukene ngaphandle kwesakhiwo esicacile noma uhlelo lokuhlanganisa;
- Ukuvuthwa kwedatha ephansi : Ukuntuleka kokubusa, imininingwane egciniwe engaguquki, kanye nokungabikho kobuhlakani bokwenza ukuxhumana kube ngokwakho;
- Gxila esiteshini, hhayi ohambweni : Ukuqaliswa okuhloselwe ukuba khona, hhayi uketshezi.
Ngokusho kochwepheshe, i-omnichannel kufanele ithathwe njengensika yamasu, hhayi imfashini yezobuchwepheshe. "Namuhla sikhuluma ngesipiliyoni esiphelele , lapho ukugxila akukona kuphela kukhasimende, kodwa futhi kusisebenzi kanye nezinqubo zangaphakathi. Imikhiqizo eqonda lokhu izophuma phambili, hhayi nje ngokunikeza izinsizakalo ezinhle, kodwa ngokwakha ubuhlobo obuhlala njalo, "uyabonisa.
