Maybe you are already working with your omnichannel strategy, otherwise now is the time to get started. Really, there are no reasons not to: According to Forester Research and Econsultancy customer experience leaders outperform the market and these customer-centric companies are 60% more profitable compared to companies who don’t focus on the customers.
“Customer –centric: A system of
shared values and behaviours that
focus employees on delivering a
great customer experience.”
And once again, if you ask the customers, 86% would pay more if they were guaranteed superior service (Harris Interactive). Not only would they pay more, they would also be more loyal: According to an IDC study, shoppers who can convert on any channel have a 30% higher lifetime value than those who shop using only one channel.
Pretty good arguments to why you should orchestrate everything you do around your customers, if you ask me.
Moving towards omnichannel maturity
Admitted, achieving true customer centricity is no easy task and often a journey much longer than anticipated. This is probably the reason why for most marketers it is an aspirational goal rather than the reality. So, where to start to become a true customer centric organization? I often hear organizations talk about omnichannel marketing, but I think you should forget about the marketing part and focus on the core business strategy and customer experience through all touchpoints in the organization. Therefore, I believe one of the most important requirements towards omnichannel maturity is a cultural transformation within your organization. The organization must furthermore understand its customers’ behaviours and attitudes and align deep customer insights with communications and operational processes.
To help companies understand their current omnichannel maturity and the next steps towards true customer centricity, we have partnered with Business Networked Initiative as part of a collaborative program focused on helping companies turn customer centricity into business benefits.
Together with the author of the book “Make it all about me, and I’ll buy it” the Initiative has developed an independent omnichannel maturity assessment tool to help you map, measure and benchmark (only against Danish companies at the moment) your omnichannel capability across 6 master disciplines:
- Customer Recognition & Permissions
- Data Collection
- Data Discovery
- Communication & Service
- Performance Analysis
- Organizing & Management
Unravelling how close, you are to executing a streamlined, customer-centric experience. The Omnichannel dashboard helps you gain insight into your current strengths and where you have unexploited omnichannel potential.