The efficiency of business-to-user messaging for any brand determines retention rates and growth numbers, and the ever-widening channels of communications have increased the number of customer touchpoints.
Using a single communication channel is insufficient; using every channel available will result in spamming and be counterproductive. Businesses need an omnichannel communications strategy that delivers a consistent experience across customer touchpoints.
In an age when automation of operations is being adopted to fulfil functions more efficiently, there’s no reason why the process of businesses’ communication with their user should lag behind. Notifications and In-App Chat APIs provide an opportunity for seamless handling of customer satisfaction and experience and should be leveraged as such in the omnichannel communication strategies.
Technologically advanced communications support the mantra of “doing more with less”, which adds value in targeting the ever-growing complexities of the end consumers.
Things to consider and keep in mind when drawing an omnichannel communications strategy:
Evaluate target audience and identify first-choice channels for automation
Depending on the type of business, the communication channels will change and need to be customised accordingly. Identifying the platforms most used by the target audience, followed by a thorough analysis of their benefits and limitations, is necessary. Customer preference for in-app user experience, push notifications, social media interactions, etc., have to be considered.
Also Read: How business leaders can utilise generative AI in employee communications
While external communication points may convince customers to engage with your brand, the in-app experience makes or breaks the deal. Fintechs have seen a 300 per cent higher average spend per user with chat, while ride-hailing businesses clocked a 75 per cent reduction in booking cancellation rates. This shows that efficient chatbots, easy-to-navigate UI, and updated info about products, services and the brand are crucial factors.
Methodically separate types of messaging between the channels identified
Every channel carries its own set of features which serve different purposes. For example, SMS for verification, emails for long format messages, in-app messaging for faster turnarounds, personalised notifications for prompting, etc.
Simultaneously, it is necessary to keep up with the changing trends. Clicks on emails have gradually declined over the years, and visual forms of messaging have taken over wordy texts. Live chats, push notifications, and other in-app communication features have taken the spotlight in recent times, and it is important to leverage the same.
Prioritising personalisation and customisation
Despite following through the steps of identifying the most suitable channels for the target audience and dividing types of messages, there is still wide scope for better targeting. While customers can be divided into demographics, they differ from individual to individual. Messages and notifications create more impact when they are customised to fit the receiver, and using platforms that allow the same should be a priority.
In-built CTA (Call to action) within in-app notifications drives customer action. Push Notifications can also be strengthened through personalisation, prompting users specifically based on their carts and buying habits and also be used to alert them of promotional offers.
Providing two-way communication at relevant touchpoints
Communication is successful when in addition to the company’s successful messaging process, the users can revert with their questions, inputs, and feedback. The aim of an omnichannel communication strategy is not to send out its messaging once but to establish a long-term route of conversations with their past, current and future customers.
Chatbots have emerged as an excellent and cost-effective two-way communication method, providing customer support in-app or at the website’s interface. The future is clearing a seamless segway into live chat from chatbots for higher customer satisfaction. Intelligent integration of chat platforms with carts, payments, product catalogues, etc., ensures faster conversion from interest to buy.
Also Read: How efficient communication drives positive relationships in product development
Reeling in a customer is not enough; you have to keep them
Business professionals are accustomed to ticking the omnichannel box, but their approach is often for a narrow time frame. Meeting and acquiring customers where they are is important, but long-term retention of these users on your website and app determines success.
Multiple studies, including Harvard Business Review research, state that depending on the sector and industry, the cost of customer acquisition is 5x to 25x higher than customer retention. The in-app channel is the best for using this gap, going beyond acquisition to drive adoption, usage, engagement, retention, and referral (upsells) — to manage all touchpoints of the user journey.
Omnichannel communications bring consistent consumer data and improve CSAT (customer satisfaction) metrics.
Instead of vague data divided based on large demographics, it allows brands to understand their users on a deeper and more individual level. Instead of blindly sending our mass messages and hoping some stick, strategising across channels helps increase the return on investment.
Communications strategies are not one-channel-fits-all, and brands must step up and leverage every productive channel to grow their brand’s voice.
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