Insights
How to create an omnichannel customer journey with tips + examples
Insights
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Do you ever wish you could read your customers’ minds? Wouldn’t it be great if you could know exactly what they want, when they want it, and how they want to be reached?
It might sound like something out of a sci-fi movie, but it’s entirely possible with an omnichannel customer journey.
Gone are the days of generic marketing blasts and one-size-fits-all communication. Today’s customers crave personalized experiences that cater to their individual needs and preferences.
When we surveyed U.S. consumers across the U.S. for our report, The art and heart of meaningful customer connections, we found that a combination of messaging channels often outshines even the most meticulously crafted email in terms of customer preference. Why not maximize customer touchpoints by offering a multi-channel experience?
But what exactly is an omnichannel customer journey? And why is it the secret weapon that forward-thinking companies are using to leave their competition in the dust? That’s exactly what we’ll cover here.
An omnichannel customer journey is the consistent experience a customer has when interacting with a brand across multiple touchpoints. These touchpoints include a company’s:
Think of it as a smooth, interconnected path a customer takes, where their experience transitions from one channel to another.
This is not to be confused with multichannel, which simply means using various channels to interact with customers, but these channels often operate independently.
For example, a customer might start browsing products on a website, then switch to the mobile app to complete the purchase, and later visit a store to pick up the order. The customer’s information, preferences, and interactions flow seamlessly throughout the journey.
An omnichannel approach breaks down silos between different channels to create a cohesive customer journey with big benefits like improved engagement, retention, and lifetime value.
The channels that customers use to engage with brands are the building blocks of a seamless, integrated experience across all touchpoints. These channels can work together to give customers consistent, personalized interactions, no matter which one they choose.
Our 2024 research confirms that this is exactly what customers are looking for. The key components of an omnichannel customer journey include:
The preferred channels for brand/customer communication vary based on factors like industry, target demographic, and specific use cases.
The key takeaway? Be present on the channels your customers prefer. Offer a range of communication options and allow shoppers to choose their preferred channels to provide a more personalized experience.
Every customer buying journey is unique. When people come to your brand, it’s up to you to meet customer expectations on their channel of choice. Here’s a look at a customer’s typical purchasing journey and how an omnichannel approach can help them every step of the way:
The journey depends on the channels that customers use. Omnichannel journeys create a frictionless transition between channels that keeps you in the loop about their needs.
To optimize your omnichannel marketing strategy, start by identifying the channels that your customers prefer. Analyze data and industry trends to understand where your audience spends their time.
Some businesses even use Communications Platform as a Service (CPaaS) solutions to unify their communication channels and enable more personalized interactions.
Incorporate:
Consider implementing automation in your contact center and CRM to improve efficiency and customer retention.
But here’s a pro tip: Don’t leave your customers hanging. 90% of them want in-message replies, so make sure your chosen channels allow for two-way conversation.
And don’t forget to ask your customers directly. A simple survey, poll, or feedback form can shed light on their preferred channels. This data can help you create detailed customer personas and understand behavior.
The goal is to meet your customers where they are, not leave them in the dark about how to reach you.
Visually outline the entire customer journey to understand how shoppers interact with your brand across different touchpoints.
Think of it as creating a roadmap of how customers interact with your brand from the moment they first become aware of you until long after they’ve made a purchase. You can use a simple flowchart or a detailed timeline.
For each stage, identify:
Pay special attention to the user experience and overall brand experience at each touchpoint, including your e-commerce platform and call center interactions.
As you map out the journey, keep an eye out for pivotal moments where a timely interaction could make all the difference. These are the turning points where a simple nudge, a bit of reassurance, or a helpful piece of information can transform a casual browser into a loyal customer.
Look into your analytics tools and unearth these pesky friction points.
Is cart abandonment a recurring nightmare? Are certain customer service inquiries piling up? These are your clues to a smoother journey.
Once you’ve identified these pain points, brainstorm creative solutions that use your chosen communication channels.
For example, if cart abandonment is a persistent problem, why not try automated SMS reminders or personalized email follow-ups?
This journey map isn’t set in stone. It’s a living, breathing document that should evolve alongside your customers and your business. Update it based on feedback and performance data.
Once you’ve mapped the customer journey, develop an omnichannel strategy that aligns with each stage.
Now, here’s the thing: Not all customers are created equal. Some are deeply engaged with your brand, while others might have drifted off the radar. Let’s tackle each group individually.
Less engaged customers might need a little nudge to rekindle their interest. Try enticing them with a special offer, like a personalized discount or early access to a new feature.
But don’t bombard them – nobody likes feeling spammed. As our 2024 research reveals, excessive communication is a major turnoff for consumers.
Highly-engaged customers, on the other hand, are your bread and butter. They’re already invested in your brand and actively seek information.
Cater to their needs by providing readily available, relevant content across multiple platforms. Think blog posts, social media updates, or even personalized emails.
Use cross-channel communication platforms like Sinch to bring everything together and deliver consistent, personalized messages across various channels.
Connect your customer journey goals to your business objectives. First, identify the most relevant metrics for your omnichannel approach. Include:
Next, assess the return on investment for each channel in your omnichannel mix to understand where to allocate resources. Consider both direct revenue generation and indirect benefits, like improved customer satisfaction or increased brand loyalty.
Implement a system to track customer satisfaction over time. Use regular surveys, net promoter scores, or analysis of customer service interactions across channels. Look for trends and correlations between satisfaction levels and specific touchpoints in the customer journey.
Most importantly? View these metrics holistically. Some channels might generate more direct revenue, while others might excel at building long-term customer relationships. Find the right balance.
And finally, review your metrics quarterly. If you notice a dip in satisfaction or engagement, don’t panic. Just revisit your customer journey map and reassess your channel priorities.
Customer journeys can be overwhelming, and we’re all about keeping things simple. We get that sometimes it’s easier to connect “techy things” to reality for a better picture of their impact on someone’s life. Keep reading for a real-world example of how an omnichannel approach can make a difference.
Let’s meet Ryan and Angie Patel, a young couple whose lives are about to change with the arrival of their first child. Ryan, a tech-savvy IT professional, meticulously researches every purchase, while Angie, an expectant mother and active Instagram user, is eager to document her journey and discover trendy baby products.
Enter Athena Women’s Care Clinic and Bambino Baby Products, two brands ready to support the Patels through their exciting new chapter with an omnichannel experience.
Upon signing up with Athena, the Patels receive a warm welcome email. This is followed by a series of personalized messages that guide them through the pregnancy journey, easing their anxieties and solidifying their trust in the clinic. Later in their journey, when the Patels discover they’re expecting twins, Athena transitions them into a new email segment tailored for parents of multiples to provide relevant resources and customer support.
The Patels opt for MMS appointment reminders, a convenient way to stay on top of their busy schedule while juggling the demands of pregnancy. Later, Angie replies to an MMS message to easily reschedule a delivery from Bambino.
Athena’s in-app video calls enable seamless communication with healthcare providers, offering flexibility and convenience for both the Patels and the clinic. The platform’s secure design ensures that sensitive medical information remains protected throughout these virtual consultations.
Angie, an avid Instagram user, discovers Bambino through an influencer and initiates a conversation with their chatbot. The chatbot answers questions, assists with customization, and even cracks a joke, which makes the shopping experience enjoyable and personalized. Using conversational commerce, Angie completes her first purchase directly through Instagram.
When Ryan struggles with a car seat installation, he turns to WhatsApp to contact Bambino’s support. Ryan’s purchase history, combined with the chatbot’s transition to a live agent, ensure a smooth and efficient resolution.
Angie receives RCS messages from Bambino, showcasing product options with vibrant images and videos, facilitating seamless purchases directly through text messages. Rich media enhances engagement and simplifies buying.
Athena’s chatbot efficiently answers common pregnancy questions, reducing call volume while providing accurate and timely information. For complex inquiries, the chatbot transfers Angie to a live healthcare professional to ensure she receives the appropriate level of support.
When Angie forgets her password, she easily resets it through the app and receives a one-time passcode via SMS for secure authentication, reinforcing her trust in Athena’s commitment to protecting her sensitive health information.
Throughout their journey, the Patels experience the benefits of an omnichannel approach, seamlessly transitioning between channels while receiving personalized support and relevant information. From email and MMS to video calls, chatbots, and social media, both companies optimize each touchpoint to meet the Patels’ needs at every stage of their journey.
Want to read the Patels’ full story? Download the Omnichannel Hero’s Guide for a deeper dive into their journey and how omnichannel communication can transform customer experiences.
In 2024, consumers demand exceptional experiences from brands across every touchpoint. They expect seamless interactions, personalized communication, and instant gratification, regardless of the channel they choose.
Throughout this guide, we’ve explored the key steps in creating a frictionless omnichannel experience: identifying and prioritizing the right channels, mapping the customer journey, strategizing your communications, and aligning your journey targets with your overall business goals.
You can boost customer satisfaction and loyalty by using the right tools and adopting a customer-centric approach.
Ready to take the next step? Take our free assessment to find out the ideal channel mix for your business and unlock the full potential of omnichannel communication. Your customers will thank you for it.
