The omnichannel experience is not a new concept, it has been around ever since goods and services were first promoted. But in marketing, this term is relatively new – it seems that during the race to digital migration, the definition has been somewhat confused.
The core meaning of the omnichannel experience is ensuring that no matter how, or where the customer interacts with a brand, they’re experiencing it in the same way.
It is not a specific area such as marketing, technology, or human resources. It’s the sum of these things altogether. No matter the platform, whether it be mobile, tablet or desktop, these separate business parts all need to come together to gel in a way that can deliver the same experience. Because of this, it’s not just a departments responsibility, but an organisational one. When the experience is different digitally or physically, it affects the organisations brand.
There is no denying that the omnichannel experience is usually found in the realm of marketing over anywhere else, but this is only the front-end view. Technology needs to support and architect the marketing solution while operations need to ensure that the promises that marketing is making can be delivered upon.
It’s important for brands to remember that the omnichannel experience isn’t just about how a website can work across multiple platforms. It’s about the brand experience as a whole – how marketing delivers once we move past the visual.
So even if your mobile marketing and content experience is at a point where it’s pretty much perfect no matter where you experience the brand, it’s the part where people hit the “buy” button that your audience really start to interact and experience your brand, and this is the place that is usually the most vulnerable – the handover points where marketing is forgotten and operations takes over.
Making sure to give this area some focus is key to successfully getting the omnichannel experience right.