The business world is filled with buzzwords like best-of-breed, synergy, thought-leader, etc. While it doesn’t carry the same credentials, omni-channel is also a buzzword. Some consider it bombast for multi-channel, but there’s a good reason why we have this new chestnut to toss around in the business world today. For one thing, it’s becoming the norm. For another, most businesses still don’t offer what it stands for: a unified brand experience across channels.
Aberdeen Group stresses that a good omni-channel strategy relies upon “the ability to have a unified view of the customer interaction history.”
Standalone channel processes haven’t seen their day quite yet, but they no longer carry the weight, or attract the customers, they used to. In consequence, sales operations organizations must rely on channel integration and optimization – the key tenets of an omni-channel approach.
Omni-channel is largely based on aggregating key pieces of data – customer behavior, context, product information and content – with the intent to churn out a relevant experience for the customer across every touchpoint. Industries like retail, telecom and finance have seen tremendous impacts in terms of buyer behavior as a result of embracing this philosophy.
When the same set of parameters and transparent touchpoints are defined for all channels, strategies and solutions achieve seamless operations across sourcing, fulfillment, and marketing efforts By extent, a consistent customer experience is achieved. A circular ripple effect occurs: by implementing the required technological support and interdependent systems, businesses are equipped to strategize and transform the incentive structure, thus motivating and growing sales.
Whether your omni-channel strategy results in more efficient and effective use of data, necessary territory changes, and less compensation disputes, or leads to improved sales ops processes, customer engagement and alignment, your business stands to benefit. Don’t be afraid to up the ante; there’s a lot to be gained. Access the SlideShare deck 6 Omni-channel Challenges in Sales Operations and How to Tackle Them (also embedded below) to learn more about why omni-channel is much more than just a buzzword.
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