Omnichannel customer experience is fast becoming a must-have for any modern business. This is because customers don't have just one way to interact with your brand anymore. A wide range of different channels is available at their fingertips to reach out and learn more about your products and services, such as social media, Google searches, ads, videos, and mobile apps.
What is an Omni Channel Customer Experience?
In simple terms, an omnichannel customer experience means a customer can interact with your business across multiple channels. This means that various aspects of a customer's journey, such as marketing, sales, customer support or in-store experiences, are synced up seamlessly. Thus, each interaction or touchpoint, like SMS, social media, or chatbots, is part of a single interface. As a result, the customer can easily move from one channel to another for their purchase.
What makes a great omnichannel experience?
An omnichannel experience will be great if it is seamless, with each channel providing the appropriate tools for the next step. Moreover, customer interactions across each channel should be result-oriented, as a fragmented experience can result in frustration. Omni-channel surveys or feedback measurement allows businesses to assess every customer interaction or touchpoint and capture feedback.
It is challenging to test your omnichannel experience, and you have to be careful while researching to gather feedback by conducting such surveys.
Omnichannel Surveys can assess your omnichannel efforts across various channels, such as websites (desktop, laptop, and mobile), mobile app, email, SMS, online chat, phone—IVR or live agent, and social media.
Tips for Conducting Better Omni Channel Surveys
Target the right touchpoints
For the best omnichannel surveys, you can analyze the areas of opportunity like customer bottlenecks, unexpected behaviours, and causes of dissatisfaction. Then, target those touchpoints associated with the channel where the interaction occurs.
When planning, you'll want to consider and identify initial touchpoints that influence the area of opportunity. Instead of testing your entire omnichannel experience, you can capture insights from a specific touchpoint. Since there are so many touchpoints in the omnichannel journey, you can plan multiple studies which focus on different touchpoints.
Inform your participants clearly
Whenever you plan to conduct surveys, you need to provide clear instructions to participants if there are any tasks or activities you want them to complete. For example, if there is a specific task you want them to complete before a session, ensure they are aware of it.
Similarly, clearly let them know if there is a task you don’t want them to complete before the survey. Your survey’s success depends on a clear understanding of the participants' end. So, providing the correct information helps them be on the same page as you.
Use the right data collection tools.
You can use diverse tools or mediums to capture the insights in the communication medium you are looking for. It can be the website, app, real-world experiences, or a mixture of all. Omnichannel experiences involve both digital and real-world experiences.
You need to use the right online survey software that captures data efficiently and provides an in-depth analysis. You can use this data to fast-track your business decision-making process while devising business strategies.
Besides, identifying your target audience is crucial to obtaining the right data. You need to pick the right audience for your surveys by profiling them based on age, education, gender, employment, and demographics. Online survey makers can provide you with an online panel of a global audience to cater to your diverse data needs.
Let Your Surveys be Conversational
Since online surveys are administered without experts, the participants or the respondents interpret the questions on their own and accordingly answer them. Therefore, you need to create engaging surveys that prompt the customers to complete the survey. It should also ensure quality data that can provide you insights into the problem you were working on. An easy way is to design conversational forms for your audience and not just dull forms cluttered with radio buttons.
Build Smart Surveys
Nowadays, survey creation software comes with data collection tools built on intelligent decision-making using AI techniques. They can use the conditional branching feature to ask respondents relevant questions. They use various logical techniques for this purpose. For example, logic-based surveys can shift the flow of your survey to a different point based on condition or show a question only if the user meets specific criteria. Smart surveys make it easy to ask relevant questions and collect cleaner data.
Create precise tasks and questions
Your surveys can be moderated or unmoderated. In remote, unmoderated studies, participants need clear guidance as they complete tasks so that they do not get derailed from the primary focus area of the test. Therefore, provide clear instructions along with stopping points or prompts for feedback. This way, the participants can self-report success on the task and share their thoughts about it.
You can create these tasks and questions based on your objectives. Unclear tasks and questions can influence participants' attitudes during the study as they become frustrated and may result in irrelevant feedback.
Share Surveys across Multiple Channels
In order to find your customer's experience across multiple channels, you need to reach out to your target audience in multiple ways. Various channel options include social media, web links, email surveys, SMS surveys, QR codes, or email embeds. Greater is your survey visibility, the better will be your chances for higher volumes of quality data collection. This will also help you provide participants with flexible choices to pick a convenient channel.
Streamline your collection data
Whatever data you collect across various channels and service platforms from the surveyed participants, be sure to organize it. This will help your business to address customer issues efficiently. Also, this information needs to be stored and transferred from all interactions across communication channels to all of your organizational departments. Proper integration of this data only can help in offering timely resolution.
For most businesses, many customers research online before buying the final product. So, it becomes crucial to create connected online and offline experiences. You should devise a seamless omnichannel customer service strategy for your business that is capable of bridging digital and in-person servicing. Studying customer behaviour and analyzing your customers' buying patterns can help you significantly personalize your marketing initiatives.