“Omnichannel Commerce, Not Just E-Commerce. The integration of online, offline, logistics and data across a single value chain. Data collected is used to streamline processes and create more accurate customer profiles to personalized shopping experiences.”
– Jack Ma
The theme of the Omnichannel Customer Experience doesn’t represent anything new in the web world and should be something established for those who collect users through digital channels.
The way an Omnichannel Strategy is implemented depends on the channels that you want to integrate. Essentially, Omnichannel means the integration of all the web channels manned by making the user experience a “seamless solution”, where the visitor finds the same information (including personal information entered by him) in the transition between different platforms (e.g. in the transition from the messenger chatbot to the site, up to the contact form).
When it comes to reaching new customers, all companies producing goods and services must consider two main drivers:
- the multitude of devices from which you can browse online
- the type of users with different needs and preferences
Solutions already exist: self-adaptive CMS platforms to different devices and data screening (e.g. cookies) that filter the interests of customers and that can be useful for guiding online advertising campaigns.
So what is the difficulty in designing an omnichannel integration?
The difficulty lies in designing the user experience in all its steps between the different platforms while creating an integrated backend that collects the aggregate data and organizes it.
Today’s solutions are often well designed to provide a good user experience on the platform but do not proactively propose native integration with other platforms.
In other words:
- online platforms are designed to adapt natively to any type of screen
- advertising campaigns, thanks to the user browser activity (e.g. cookies), directly touch those who are already product sensitive
In fact, the problem is that although the platforms are beautiful and functional thanks to the technologies described above, they are often not integrated with “the next step” and the company loses potential leads.
Mapadore has developed a very simple solution that can be integrated with any site in order to do not lose the potential lead, starting from the concrete experience of a client who had expressed this need.
The client in question is a real estate agency with a well-maintained site and a good customer portfolio. The company, however, was dissatisfied with the percentage of leads that actually passed from filling out the form on the site to the appointment set by a phone call.
For this specific customer, a lead is materialized if the web-user had requested to book an appointment with the real estate agent. Before the intervention of Mapadore, the percentage of users who made the appointment compared to the one that actually asked to be contacted was 55%.
The collected data made us understand how the problem used to reside in the call reservation process: the web user requests a call, the marketing directs the request to the call center, the operator calls and sets an appointment. Too many steps that could last even days and risked losing the opportunity.
Mapadore solved this problem thanks to an “adaptive” form that integrates the site, the CRM, agents ‘agendas and the potential clients’ social networks: the user himself compiles the contact form that already offers him some optimal dates to meet agent based on the latter’s calendar. If the potential customer should fill out the form directly using the social log, the Mapadore algorithm will be able to find the best match between agent and user based on the characteristics of both.
Once the appointment has been set, the user will be automatically saved in the CRM, without requiring any type of manual activity from the agency operator.
Result: with the possibility of directly booking an appointment with the agent, and skipping the call center step, the percentage of managed customers increased to 87%. Basically: -33% of customers lost.
The principle of omnichannel integration is applicable to any industry and to any company that has an online lead acquisition activity. The aim of Mapadore remains the same: to create added value by helping companies to sell more and better, simplifying processes.
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