Today, your customers want to engage with your business in person, over the phone, on your website, through social media and across mobile – be it your app, mobile site or through SMS. Not only that, the process needs to be seamless across all the different channels.
In fact, Aberdeen Group Inc. claims that companies with the strongest omni-channel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omni-channel strategies.
Here are five stats about multi-channel customer engagement that will prove that it’s too big a trend for your business to ignore.
THE NEW RETAIL PURCHASE PATHWAY
15 years ago the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost six touch-points with nearly 50% regularly using more than four.
Source: (Marketing Week)
MULTI-DEVICE PATH TO PURCHASE
In the ever-changing technological scenario, it is mandatory to put users at the center of your multichannel design, offering a strategic omni-channel approach that let users act on their product or service triggers and motivations regardless of the channel, which serves as a brilliant experience for every user, regardless of how they interact with your brand.
Source: (B2B Business Community)
The value of simply being present across channels is diminishing. Ever wonder how other marketers are using digital marketing technologies to provide a more consumer-centric, integrated approach to communication?
OMNICHANNEL RETAIL DECISION-MAKING FACTORS
IMPORTANCE OF DIFFERENT CHANNELS
A considerable majority thought that online shopping would become increasingly important as a channel for their retail business in the next 5 years, whilst only a tiny 4% thought it would be less important.
MORE ABOUT OMNICHANNEL IN NUMBERS
- Over 35% of customers expect to be able to contact the same customer service representative on any channel.
- 44% of US users who use multiple devices in the path to purchase convert via smartphone. This compares to 46% via desktop and 43% via tablet
- Companies with extremely strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel companies. Similarly, strong omnichannel companies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for weak companies.
- 46% of UK ecommerce transactions come from mobile
- 57% of consumers say that a fast response to an inquiry or complaint is the key element to an ideal customer experience
Source: (Marketing Week, B2B Business Community)