Omnichannel Customer Engagement: Connecting with Customers on Their Terms

By Smart Communications

Whether interacting with your company via desktop, tablet, or mobile—or through web, email, or an app—today’s customers have high expectations for what that customer experience should be. Most importantly, they want to connect with your company on their terms.  

But, what are those terms? Let’s explore them and why they’re important to delivering omnichannel customer engagement. 

1. Provide Truly Personalized Interactions

Customers give companies personal information. Knowing that they have that data and insight at their disposal, it only makes sense that today’s customers expect brands to deliver a more personalized experience--one that goes beyond just addressing them by name. Some of the ways you can supply a more personalized experience are by: 

The Business Benefit: By personalizing interactions, customers will feel more valued and understood by your brand. This will strengthen the relationship customers feel they have with your company and help promote brand loyalty. 

2. Be Available on the Channel They Prefer 

When it comes to what channel(s) they use to communicate with friends, family, and colleagues, everyone has their personal preferences. It’s no different when they want or need to engage with a company. Customers expect to be able to communicate using whatever channel they prefer. To make that possible your organization needs to commit to the following: 

The Business Benefit: Being on your customers’ preferred channels will show that you’re a customer-centric company that believes interacting with your brand should be as convenient as possible for your customers. 

3. Offer Two-Way Conversations in Real Time 

Customer communication is no longer a one-way street. Speaking at customers isn’t good enough. In the world of omnichannel customer engagement, two-way conversation is the new norm. It’s about talking, listening and responding and, in most cases, in real time. It’s what customers expect from every company in every industry. Here’s how your company can facilitate two-way conversation in real time:  

The Business Benefit: By having two-way conversations with customers in real time you will show that your company is responsive, which will enhance the trust customers have in your brand. 

4. Ensure Consistency Across All Communication Channels

Throughout communicating with your brand, a customer may begin engaging in the morning on their cell phone, continue the process at lunchtime on a laptop, and complete the task that evening on a tablet. No matter what the touchpoint though, your customer is expecting the experience to be cohesive. An omnichannel customer engagement experience can’t be considered seamless unless it is consistent. Your company can accomplish this by: 

• Mirroring your messaging and branding across all channels.
• Delivering the same degree of service and support across all channels.
• Employing systems/software that enable continuity and consistency across all touchpoints. 

The Business Benefit: A seamless omnichannel experience across all channels will make the customer journey even smoother and take customer satisfaction and trust to new heights.  

5. Anticipate The Customers’ Needs

Within your database you have collected personal information about your customers. That information provides insight that your customers expect you to analyze and use to predict what solutions they need. To take your brand to this level, consider these omnichannel customer engagement strategies: 

The Business Benefit: By anticipating their needs, each customer will feel like their experience with your brand is even more tailored to them. 

6. Protect Their Data

Data privacy is probably the biggest concern customers have when it comes to divulging their personal information to your brand. Their level of concern is underscored by the strict regulations and compliance standards governments have for data security, especially in the financial services, insurance and healthcare industries. Without a doubt, ensuring customer data is secure is an important component of the omnichannel customer engagement picture. Here are some ways your company can be compliant with customers and regulators:  

The Business Benefit: If customers are reassured that their personal data is safe with your brand, they are more likely to share it with you. In turn, by gaining that information and insight your brand will be empowered with the ability to deliver the personalized experience customers expect. 

A CCM Makes It Possible to Connect with Customers on Their Terms 

Connecting with customers on their terms is a tall order, especially if your organization is trying to do so with a hodge podge of legacy systems that are not capable of integrating with one another. 

The simple solution to achieving the omnichannel customer engagement you envision is to transition to a customer communications management (CCM) system. A cloud-based CCM solution will give you the centralized, scalable infrastructure you need to easily: 

Conclusion 

Omnichannel customer engagement is essential for your business to thrive in today's digital-first marketplace. By implementing a CCM you’ll be able to connect with your customers on their terms. This will lead to stronger customer relationships, greater brand loyalty and fuel growth for your business. 

Searching for customer communications management (CCM) software? Then the “Ultimate Guide to CCM Software & Strategic Solutions” is for you.