CIO Year Ahead: Omnichannel Customer Experience

As the digital economy continues to expand and as more customers embrace online shopping, companies should strive to give them a seamless experience through the omnichannel approach.

In a panel discussion at the CIO Year Ahead event, experts affirmed that more companies this year will adopt the omnichannel approach to meet the unique needs of customers who are scattered across different digital platforms.

Noah Amoke Business Development Manager at CM.com while explaining the importance of the omnichannel approach said: “Multichannel approach leads to different silos. Different organisations need to implement a single centralized data channel that will enable them to monitor customer behaviour and communicate to them”.

Niladri Roy COO, Little Cab explained that the pandemic pushed more customers to embrace online shopping and therefore organisations should make their experience better.

“The Pandemic did help with the transformation of the mind of the customer from physical shopping to online shopping. Businesses have to reach customers on all platforms available in the market,” he stated.

To develop the right omnichannel approach, Amoke advised online businesses to “try to visualize what your customers’ motivations, needs, expectations, and pain points are. The journey is no longer a linear one, because customers sometimes take a step back, analyze competitors’ offers, or take their experience multi-channel,”

He added: “Write a clear customer-centric vision so that you and your team know what your goals towards pleasing customers are. Focus on long-term relationships with your customers in order to increase customer lifetime value,”

The main takeaways from the panel are that businesses should develop a central platform and database to manage their customers. They should meet customers where they are on the digital platforms. They should strive to make sure that customer experience is consistent through all digital platforms.