Recipe for Omnichannel: Mix Equal Parts Audacity and Pragmatism

Hollis Chin | May 19, 2015

Customers live in an omnichannel world. Omnichannel is the ability for a customer to use multiple channels and devices to complete a task with a company and have context maintained every time she interacts.

From a customer’s perspective, it seems like a simple expectation to be able to start a task on a company’s website, continue the task in the mobile app on your smartphone, and finish using mobile chat. But in fact, connecting all the siloed channels in a company is quite a daunting project.

How do you make that possible? That’s where the mix of audacity and pragmatism comes in. When you are developing any significant, transformative strategy, you need to balance bold thinking with what can be achieved quickly in your organization. For example, integrating the highest volume, highest value channels, such as web and phone would be a good start. The key is to identify areas where your customers would gain substantially and you’d get the most bang for your buck.

In a new article, “Five Steps to Building Omnichannel Customer Experiences,” technology analyst Kurt Marko says that having an audacious goal with a pragmatic plan is the first step in a process for achieving an omnichannel infrastructure.

Here are the five steps to building an omnichannel customer experience.

Have an audacious goal with a pragmatic plan. Balance bold thinking with what can be achieved quickly

Attack the problem from the outside in, starting with customer needs. Look at situations from the customer perspective

Collect, analyze, and exploit real-time data. Use interaction data that sheds light on customer journeys

Apply predictive analytics to data to anticipate customer intentions. Use predictive analytics to make your sales and service proactive

Predictive systems must be adaptive, learning, and self-optimizing. The best predictive technology improves over time, learns from previous events, adapts to changing conditions and optimizes to improve key performance metrics.

Read more of what Kurt Marko has to say by downloading his article.