Understanding the different types of customer satisfaction
Although customer satisfaction may seem like a simple concept to grasp – your customers are either reasonably satisfied or they are not – there are nu...
The Team at CallMiner
September 20, 2021
A customer journey begins with the very first interaction a customer has with your organization and ends when that customer stops doing business with you. An omnichannel customer journey incorporates multiple channels and involves interacting with and engaging customers on their preferred channels, creating a seamless, end-to-end customer journey regardless of the combination of touchpoints and interactions a customer uses to engage with your business.
Gaining an understanding of the omnichannel customer journey can make it easier to harmonize your marketing and customer service efforts across channels, while keeping your customers' needs in focus.
The omnichannel customer journey involves every moment a customer interacts with your brand across every touchpoint. Documenting these moments sequentially yields a sort of map, known as a customer journey map, that can be used to better understand the obstacles customers face in achieving their goals. Customer journey maps are often divided into distinct phases to help differentiate between otherwise similar types of interactions. Examples of these phases include:
An omnichannel customer journey progresses across multiple channels, including a cohesion between channels that businesses strive for and the harmonious use of all available channels to support each phase of the journey in a way that suits each customer.
Omnichannel customer journeys account for the dynamic and varied paths to acquisition different types of customers can take. For instance, someone looking to learn more about your business after seeing an ad on TV might choose to visit your website, then purchase a product at your store. Each of these steps involves a separate channel and successfully streamlining the customer's experience across each of these has a direct impact on whether they will follow through with buying from you.
To make sense of the stages of your omnichannel customer journey, you should first base it on real data and then plot it out as a customer journey map – a visual tool that may help clarify concerns customers have voiced or even those they have yet to tell you directly. Armed with a data-backed omnichannel customer journey map, you can then use an omnichannel customer journey as the basis for further development of your business.
Customer journeys are becoming more complex – adopting an omnichannel approach to understanding them can help reveal more ways that you can serve your customers. The following ideas are a great way to begin:
Although the mechanisms in play behind the scenes of an omnichannel system might be complex, the overall effect for your users and your business is positive. Creating an effective omnichannel customer journey enhances efficiency and simplifies interactions across the board.
Learn how to use omnichannel technology and techniques to improve CX