Customer Experience Channel Strategy
Posted By: DSG
One of the key elements to a successful CX (Customer Experience) is to apply focus to clarifying the channels through which your customers will connect to your brand. While there is some confusion around the difference between a channel and a touchpoint, essentially the channel will define the various touchpoints on which clients are encouraged to engage via.
Once a brand has identified applicable channels through which communication may be established with their targeted customer base, they can then proceed to define and cultivate customer touchpoints.
Derived from the word Omnis, meaning “All” or “Universal” the digital age has revolutionised the way in which we approach customer reach and has given rise to omni-channel communication. Omni-channel communication differs to traditional, multi-channel messaging in that communication has evolved from being quantity to quality driven. Multi-channel facilitates an operational experience where the customer completes channel specific transactions throughout the customer journey. An omni-channel approach anticipates that the customer may begin their journey on one channel and travel through various other channels as they advance through the customer lifecycle.
Consistent in nature, omni-channel communication is the quintessence of true continuity, whereby each conduit speaks the same language and communicates a parallel message across all channels and devices. This seamless approach to communication reinforces the realisation of social business and the significance of customer-centricity.
The selection of effective communication channels will be defined by the communication strategy which is ultimately influenced by the overarching brand strategy. An effective channel strategy looks to customer profiles as well as the customer lifecycle in order to identify central channels that support both of these elements in the CX journey.
Typical channels for consideration include a voice, email, and web, self-service and social media.