The process of selecting a product or service is no longer a linear process that begins with research, comparison and final selection at the stage of sale, but it is dynamic and passes through different channels of communication and Information (often known as touchpoints). This basic shift is also the pursuit of the omnichannel model that transforms the way we have been dealing with the preferences, demands, expectations and behavior of consumers to date.
In the new model, different technology platforms and communication points are combined, which are now defined by the consumer’s requirements and preferences, which we must respect and monitor closely, if we want to maintain their trust.
The omnichannel model creates an important role for the consultant or communication provider, who designs and manages the entire communication with the client, whether this is the visit to a physical store, research via e-shop, intersection of experiences with other customers through social networking platforms, e-mail communication, telephone service, or any other information and service platform.
The development of an omnichannel model is not a simple assumption and many times because of its complexity the organizations manage with varying degrees of autonomy each touchpoint with their customers. This approach, although significantly facilitates the administration of the organization, conceals a significant threat: the development of an inconsistent corporate image that creates confusion and a negative image to the consumer. This consistency can provide a comprehensive corporate communication strategy which, of course, adapts to the needs of each channel while keeping the corporate values clear.
Likewise, the communication consultant is the one who must be constantly vigilant and monitor the emergence of new channels and forms of communication that appear, contribute to their evaluation and adapt the content to platforms and devices used by the consumer (mobile devices, smartphones, tablets), to highlight the user-generated content that in turn brings out the value of the brand it represents, to diffuse the corporate message in events of social integration and activity and thus strengthen the links between the consumer and the brand.
The era of the omnichannel approach has also redefined the operation of the traditional “press office” creating requirements for the production and dissemination of corporate information through informative articles and newsletters, which should be consistent with the image an organization wants to display to its customers.
The success of an omnichannel model is not ensured by the application of technological infrastructures and tools but with the holistic, meaningful and consistent communication with the customer in all points of contact. If you have already tried some aspects of the above approach in your organization or if you are currently designing your own model, we will be happy to discuss with you!