Omnicanalidad, cómo implementarla

Learn how to implement omnichannel. Build customer loyalty by providing a consistent experience across all channels.

Omni-channel is a communication strategy that is implemented in an organization to offer customers a consistent experience across all channels. Achieve this by implementing a single platform that integrates all the information the customer gets regardless of the channel they choose.

Implementing an omnichannel communication strategy is a must. Especially in times where customers interact with organizations from different devices, starting a management in one channel to finish in another. Here we tell you what it is, what it consists of and which is the right tool. Everything you need to know for your organization to take this important step in the digital transformation process.

What is Omnichannel?

Omnichannel is a technique or communication strategy used to contact customers through multiple channels. For example, email, mobile applications, SMS, social networks, among others. The integration of these channels is done under the same platform to reach the customer at the right time.

The accelerated digital transformation that has driven the global pandemic has led organizations to make rapid decisions about communicating with their customers. But, in many cases, these decisions were made hastily without a comprehensive and centralized survey. Especially in terms of use cases, business cases and customer retention. This negatively affected the experience of users, who maintained unsatisfactory, depersonalized and ineffective communications with organizations. 

What differentiates omnichannel and multichannel?

In many organizations we have observed a very important common denominator: the concept of omnichannel is applied or confused with that of multichannel. 

At Coldview, in the process of implementing solutions to achieve an effective omnichannel approach, we have surveyed organizations with more than 30 communication systems in operation. Most of them were dedicated to the composition and sending of documents (policies, account statements, invoices, etc), online transactional notifications, push notifications, among others. However, these channels offered customers generic communications that were issued by default without providing them with the information they really needed.

Diferencias entre la omnicanalidad y la multicanalidad

As we can see, today it is not enough to cover a single channel to communicate with customers, it is imperative to implement an omnichannel strategy.

What does an omnichannel strategy consist of? 

To implement an efficient omnichannel strategy, it is important to keep in mind that the customer is in charge and decides. Above all, it is important to give users the possibility to choose the channel or channels they prefer to receive a statement, notification, or message. In this way, we can offer the same response regardless of whether they communicate through mobile applications, text messages, WhatsApp, emails, social networks, or other specific channels.

In short, it’s not just about providing the same response, it’s essential to ensure that we provide effective bidirectional communication. In particular, it must have a fundamental added value: humanization. This is achieved through personalized contact and segmentation according to their profile.

42% of customers feel frustrated 

by having to repeat information 

when contacting a company several times.

Source: Minsait (2021)

After surveying several organizations, we concluded that several of them do not have unified and centralized information on their customers. Undoubtedly, this is not a minor fact, since monitoring user activity provides valuable information on the preferences and needs of our customers.

87% of users believe that companies should

offer in all their channels an integrated

customer service model.

Source: Minsait (2021)

What is the best tool for implementing omnichannel?

In order to provide a concrete and definitive solution for effective omnichannel services, we have developed and designed Coldview CCM.  A platform that contains all the centralized omnichannel functionalities to cover end-to-end the need for processing, generation, composition, and proper distribution of customer information. 

In the following graphic, we show you everything you can do with Coldview CCM to implement an effective omnichannel communication strategy in your organization.

Qué puedes hacer con un software CCM

To summarize

In conclusion, software like Coldview CCM allows you to compose, personalize, send and monitor all communications through digital channels. As a result, you will offer your customers a personalized user experience that enhances their relationship with your organization and allows them to receive communications according to their preferences.

Has your organization already implemented an omnichannel strategy? Send us a message telling us about it

We would like to hear about your experience and tell you how CCM software can enhance the relationship with your customers.

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