Omnichannel Service: How to align your future business?

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Understand why omnichannel service is the future of relationships between companies and customers, and see how to align your business with the new market.

The omnichannel strategy is today (and will continue to be) essential for companies to provide a good customer service journey.

According to data from Insider Intelligence , in 2022 alone, worldwide, more than 60% of consumer interactions with companies took place online.

And if we consider the growth of social networks and messaging apps as business channels, the conclusion could not be different:

Brands need to create online customer service to serve consumers wherever they are.
And omnichannel is the communication strategy that aims to offer an impeccable experience to customers, breaking down all barriers to interaction.

More than that, we are talking here about the strategy that best lawyer database the consumers of the future and their new relationships with brands.

But this is only possible through the unification of channels.

For this reason, we will understand further the importance of omnichannel service and the roles of the consumer and technology from today onwards.

Omnichannel revolutionizes retail and consolidates itself in the post-pandemic scenario
Before highlighting the role of omnichannel in retail, we need to compare consumer behavior before and after the pandemic.

The forced migration of companies to the digital universe during this period had a major impact on relationships with target audiences and changed the way they shop.

In the first half of 2020 alone, 7.3 million new users adopted e-commerce, according to a survey carried out by the opinion platform, Ebit/Nielsen

But in addition to the growth of online services, consumers have become more demanding.

Customer experience, for example, has become an essential factor for brands to gain competitiveness in light of the increasing number of offers available.

As a result, small, medium and large companies began to invest more in the agility and personalization of their services.

And one of the most powerful weapons to make the customer experience special is omnichannel service.

Omnichannel consumer and the future of service
Since the pandemic was under control and “normal” returned, the division between who is a physical store customer and who is a digital store customer no longer exists.

In its place, the omnichannel customer, or phygital consumer, has emerged.

What is phygital?

It is the union of two English words — physical, which means physical, and digital. Therefore, it can be explained as the integration of the physical and digital worlds, which provides an integrated customer experience through modern solutions.

With it, the challenge also arises for companies to maintain uniformity during the omnichannel relationship with the phygital customer.

From this, there is a need for companies to think strategically about how to transform their experience possibilities into something tangible and viable.

“Nowadays, physical stores that print receipts do so with QR Codes. Thus, through simple mobile applications, the brand can understand customer behavior, identify the products that were purchased and start delivering specific promotions, whether via Wi-Fi, email marketing or mobile,”

Juliano Martins, co-founder and CEO of Martek, a marketing company.
In this sense, omnichannel strategies emerge as excellent tools to guarantee greater autonomy to customers.

This is because they are able to integrate digital and physical and provide unique sensory experiences for consumers.