Businesses with the right omnichannel approach can easily attract new customers while retaining existing ones.
Businesses looking to enable seamless end-to-end omnichannel customer journeys must create a comprehensive view of each customer and deliver consistent messages across channels. They can use CRM tools that provide visibility on the entire customer journey and combine leads from different sources.
The right omnichannel approach can lead to higher revenues, lower cost to serve, improved customer satisfaction scores and reduced churn rates. But, many B2B companies struggle to implement omnichannel interactions because they treat channels as silos.
The author identifies five factors for successfully moving to an omnichannel format: customer centricity, a holistic approach, pro-active channel conflict management, strong digital foundations and agile collaboration across functions. Businesses should further conduct customer research and review transaction logs to clearly understand customer preferences at each stage of the decision journey.
[10 minute read]
