If we look at the origin of the word omni-channel, we see that it is formed by the combination of the Latin word Omni, meaning “all” and the English word “channel”. Omni-channel, which appears as a marketing approach where all channels are centrally managed, is also an accepted method for customer experience today.
The sum of the positive or negative impressions and experiences that customers have at every point of touch with the brand constitutes the customer experience. This touch point can be a physical store, website, mobile application, call center or a different point.
Seamless customer experience
After defining each touchpoint as a customer experience channel, it becomes important to manage these channels in a centralised structure. Businesses aiming for a seamless customer experience need to establish an omni-channel structure. By using the same metrics and forms in all channels, it will be possible to make the right analysis with standardised reporting.
In an omni-channel structure, the customer should be able to have the same experience no matter which channel they come from and the same metrics should be used to measure the customer experience.
Create your Omni-Channel structure
First, identify the points of touch your customers have with your brand. Provide channels for your customers to leave feedback at physical and online points.
Measure the offline experience in-store through channels such as kiosks and QR codes. Digitally record feedback received via call centre or paper forms. Wiseback manual entry feature can be used for such processes.
Measuring online channels will be relatively easier. Adding feedback channels to websites and mobile applications is very easy with Wiseback APIs and SDKs. Email or SMS channels can be preferred to measure customer experience after service.
To make the most accurate measurement, ask your customers the right question at the right time. Ask a specific question for the current experience instead of stereotypical questions.
Integrate
It is also important to manage all the feedback from different channels from a single point in a centralised structure. You can use different software, the important thing is that the software works in an integrated structure and the data is collected in a central database at the end of the day. In this way, it will be possible to make a healthy analysis. Wiseback allows you to integrate through APIs.
