Is your data ready for Omnichannel?by Nick Rudich
November 15, 2018 2 minute read
Omnichannel isn’t just the latest in a stream of buzzwords - it’s a way of life, and it’s one that most of us are already living.
In the world of digital marketing, it refers to a multi-channel approach that creates an integrated customer experience across platforms.
It’s actually a way of elevating what’s already been done by creating a truly seamless experience regardless of how a person interacts with your organization, whether that's accessing your website from a desktop or mobile device or interacting with your team via social media or reading your newsletter. They experience your brand in the same way.
For many companies, the website was once the sole digital presence, but with the advent of emerging technologies, that’s changing. Chatbots, for example, provide a new way for customers to interact with your company by asking questions and holding a “conversation” with the program.
Single Source of Data
True omnichannel experiences rely on full integration between your communication channels, which requires a single source of data. In an ideal scenario, you are able to create a single data model (or flow of information) that can be consumed by all of the end points.
Different channels have different functions, and it is important to plan for each -- both human and machine -- and structure your data so that all tools can understand what the data represents.
Whats the Weather Going to Be Like on Wednesday?
Consider voice search. Many users are now searching for information on their phone or device using more conversational language (“What’s the weather going to be like on Wednesday?”) which requires you to think through the types of questions that will be asked and setting up your system so that it is “understood.”
Many people associate this type of technology with e-commerce and casual lifestyle usage, but it’s important to recognize that this is just the beginning. Over time, early adopters (like my children) will grow up with these types of technologies as a way of life instead of a novelty.
Evaluating the Possibilities
As you’re plotting out your digital marketing strategy (or working through the early stages of a website redesign), it is beneficial to start evaluating the possibilities of these new technologies. For example, if you have employees who work with machinery and often don’t have hands free, it could be beneficial to allow them to ask questions or access installation manuals using chatbots.
Travel and tourism organizations should consider what an on-the-go traveler is searching for (“What are the top places to visit? How far away is the nearest attraction?”) and find ways to provide enriched information while the visitor is on their way to your destination.
While we are still in the early days of omnichannel experiences, it’s not too early to get started. Contact our team today and start brainstorming ways to create a fully integrated experience for your customers and truly reach them wherever they are