Omnichannel is the design and execution of a seamless customer experience across all points of engagement, so that the customer has a consistent and cohesive experience no matter how they choose to interact with the company. This means that a customer can interact with the company in one channel and pick up the same conversation in another channel without any interruption. It requires close coordination across physical and digital communication channels and is supported by closed-loop measurement and a single view of the customer.
Customer-Centric Strategy
Customer-centric strategy will help you understand your customers, identify relevant position in the customer journey and tailor content and messaging
Setting the right customer strategy
Complete the BDWoM Modules for Customer Understanding and Customer Strategy to better understand the core concepts of buying journey mapping, segmentation and targeting.
Three types of metrics can be defined to measure success of your customer-centric strategy.
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Implementation Performance
What happens during the omnichannel customer experience. Metrics that measure the execution of tactics, for example:
- Reach (%)
- Click-through rate (%)
- Cost per view
- Funnel improvement conversion rate (%)
Good for optimizing campaign performance to business objectives
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Strategy Performance
What customer feel about the omnichannel customer experience and how they perceive it. For example:
- Net Promoter Score (NPS)
- Customer Satisfaction Score (CSAT)
- Customer effort score (CES)
Good for validating a positive effect on customer experience
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Business Performance
What customer do as a result of an omnichannel customer experience. Measures the financial impact of the customers' behaviour. For example:
- Customer lifetime value
- Revenue per customer
- Cross-sell, up-sell
Good for measuring business accountability and outcomes
Analyzing and segmenting the market involves researching the competition, identifying customer needs, dividing the market into segments, prioritizing the segments, and developing a positioning strategy that speaks directly to the target customers' needs and preferences.
Understanding the Market
Understanding target market and key trends helps quantify and prioritize most attractive opportunities.
Understanding the Customer
Within each target market, personas help understand the humans that have needs, experience problems and are in need of solutions.
Define the customer experience for your product or brand
Follow a set of best practice principles to design an omnichannel experience for your customer.
Design your own customer experience
Success of marketing campaigns is largely driven by relevant content and communication.
Key Component
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Value Definition
Derive personas key value drivers and pain points from available data sources
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Existing Content
Distill key messaging from existing content to define applicability to individual personas
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Gap Identification
Define gaps in existing content to decide on new content creation
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Journey Stage
Delineate the customer journey stages into awareness, research, and personalization
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Channel Usage
Determine the channel usage of each persona type and map existing and future content to those channels
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Content Strategy and Messaging
Create new content based on which creative pieces are most successful by persona and by channel
An omnichannel campaign strategy with engaging and relevant content is the key to reaching customers where they are.
Understanding customer interaction with the in-person & digital channels to optimize omnichannel journey, channel-specific marketing, and marketing budgets using data and analytics
Placing the customer at the heart of the organization’s strategy and being well understood by the whole organization.
Customer Experience Design represents the intentional choices we make to architect a customer's experience with our company and our offering throughout their journey, from awareness through loyalty. It includes how we choose to seamlessly engage with a customer to drive behavioral change objectives with the right message, in the right channels, at the right time, powered by robust customer data to drive measurable impact
Commercial Choreography is the cross-functional process that enables the delivery of unified customer experiences across all customer facing functions. Effective Commercial Choreography is cross-functional (Marketing, Sales, other customer facing functions), agile (continuously integrates insights and feedback from the customer), and throughout the customer journey (not just during campaign planning).
Groups of individuals with similar characteristics (e.g., demographic, geographic, firmographic, and psychographic) aims to target for product, experience, campaign etc.
A customer persona is a semi-fictional depiction of an individual within your prioritized segments based on market research and actual data about your present consumers. It encompasses consumer demographics, behavior patterns, motivations, and objectives. With customer personas, you can understand different sets or groups of consumers
The customer journey is the holistic experience customers have with a product or service. It includes their thoughts and feelings before, during, and after they make a purchase. This helps us understand where to step in and encourage desired behavior. It also shows us areas that might be causing a barrier to adoption. By understanding the customer journey, we can develop interventions that help customers more easily and happily use our products and services.