Achieving harmonious omnichannel experiences

Omnichannel is a word often used to describe the integration of strategy across physical and digital retail, with the goal of a seamless customer experience. While this concept is not new, there has been a lack of detail on what needs to be done to achieve this goal.

First and foremost, retailers need to understand what roles different channels play in their customer journey and how they connect. Customers have expectations for each channel, and at the end of the day, they need to work in concert with one another, to create a cohesive, consistent, singular brand experience. Customers do not think of these channels as separate entities, and neither should retailers.

Think of it like a symphony. Each musician is an expert, and the instrument they bring is critical to achieving the overall sound. The sound produced by each musician ebbs and flows based on the piece they are playing, but each is key. They may need to play at the same time or individually at times. They rely on one another to know that each is going to play their part at the right time and work together as needed. They are all working from the same sheet of music.

To achieve a harmonious experience, 3 elements are critical:

1. Technology that unites customer interactions across channels

2. A unified system across internal functions that provides continuity, visibility and a single source of truth

3. Strong knowledge of the strategy and trust in cross-functional teammates to play their part

Why? Just like a symphony, each person, department and channel has a role to play to complement one another. When executed properly, the outcome is exponentially more powerful and effective. If each department has its own technology and staff that aren’t speaking and working cross-functionally, the output will be a disjointed customer experience.

The outcome of a disjointed customer experience is frustration, potentially anger and loss of loyalty to the brand. Not just by the affected customer. According to Forbes.com: “Customers tell an average of nine people about a positive experience with a brand, but they tell 16 people about a negative experience.”

At TPC, we can help integrate your people, processes and technology to achieve harmony in your customer experience. With a diverse team of retail experts, we understand the challenges you face and what needs to be done to help you achieve your goals.