Omnichannel is another immersive marketing term that represents a more holistic approach towards multichannel marketing. It doesn’t matter whether the customer is online, offline, on-call, or on an alien device, he or she will receive a seamless customer experience. As customer interactions are booming digitally, it is indeed where omnichannel is most influential.
By omnichannel marketing, you actually become more customer-centric. In this practice, you leverage all the channels to create a more unified and personalized experience for your customers. A customer can start their journey at a brick-and-mortar store and end it on the mobile app. Through omnichannel, you can support this customer holistically, keeping a track of their journey.
Omnichannel platforms are solutions that can enable omnichannel marketing. It allows agents to track every customer ticket or a purchasing journey across the channels. This gives each agent the empowerment to overview a customer profile and approach them to meet their KPIs. While it is very agent-friendly, the customer experience is the driving force here. The end-user is always receiving a more immersive experience, where the agent knows their purchasing history, previous tickets, and basic information. This allows the agent to build deeper relationships with every customer, generating brand advocacy.
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Omnichannel |
Multichannel |
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Customer-centric strategy |
Channel-centric strategy |
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Focuses on converging all customer’s channels. |
Focuses on expanding brand messaging channels. |
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Keeps a track of customer conversations across channels to create single customer profile. |
Keeps information siloed for each channels. Customer profiles are disjointed by channels. |
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Agents can easily access each customer profile and study their journey for personalisation. |
Agents can only log into one channel at a time and access the information limited to that channel, leading to impersonal communication. |
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Customer experience is always improved. |
Customer engagement is always improved. |