When it comes to helping customers, how is better than more. In our view, retailers must broaden their view of omnichannels and focus more on steering customers to the channels that best suit their preference for engaging, communicating, and ensuring loyalty.
But before delivering a consistent level of service across channels, offering highly personalized, distinctive discussions that align with customer’ profiles, and knowing how, when, and where customers prefer to engage, retailers must evaluate their own channels with what’s available to serve customers’ needs.
The first step is to develop an evaluation framework from the “outside in. Next is to prioritize contact points, followed by the creation of a roadmap for determining the best combination of channels. Only then can they to rationalize, migrate, and adopt new digital channels.
Of course, it is equally important to consider a customer’s industry before deciding upon a channel mix. For instance, Facebook campaigns work differently for different users, depending on the industry. What might work well for a consumer goods company might not resonate with fashion customers.