What Is Omnichannel Messaging & How Does It Work?
Omnichannel messaging is actually a communication technique wherein brands make it possible for customers to begin a conversation on one channel and easily carry on the same conversation on another channel. An omnichannel approach assists brands to engage customers with customized messaging and offers a regular as well as cohesive customer experience (CX).
An Example of Omnichannel Messaging
Let’s say a user, Paul, clicks on an Instagram ad for the latest smartwatch on sale. He lands on the product page and adds to the cart his chosen smartwatch but for some reason, he abandons the purchase and drops it off. In order to remind him of the item on his cart an SMS or a WhatsApp notification is triggered by the chatbot. He responds and asks for more product information then the chatbot helps Paul with the details he is required to complete the purchase. Two days later, Paul gets a message with a catalogue of a storage bag as well as a smartwatch case as upselling and cross-selling choices, which help brands generate more purchases, boost average order value (AOV) and enhance customer satisfaction (CSAT). Thus, omnichannel messaging provides a seamless customer experience (CX) throughout channels and increases sales and revenue.
Understand the Key Benefits of Omnichannel Messaging.
Omnichannel messaging helps brands get a number of benefits. Let’s have a look at five of the most dominant.
Reach New Customers
Brands can improve their presence and win new customers by reaching prospects on well-known channels such as WhatsApp, a channel that 57% of customers rely on to get in touch with brands. Reaching out to new customers drives brand expansion too.
Better Customer Engagement
Brands can enhance customer engagement simply by delivering the right message at the right time, and on the right channel. Research in 2019 says omnichannel promotions received an engagement rate of 18.96% whereas single-channel campaigns received just a 5.4% engagement rate.
Better Efficiency
An omnichannel strategy lets brands get customer data only once, rather than at every customer interaction or touchpoint, which helps enhance operational efficiency. A Harvard Business Review study observed that companies with omnichannel customer engagement techniques obtain a 9.5% rise in Y-o-Y revenue.
Personalization
As brands gather customer information throughout channels, they collect a comprehensive knowledge of customer choices, needs and pain points, and are able to tailor their messaging keeping that in mind to push better engagement and also achieve better business outcomes.
Better Customer Experience
Because customers engage with brands on their desired channels thus every interaction or touchpoint becomes friction-less and results in a much better customer experience, which further translates to improved brand loyalty as well as retention. Research shows that brands having robust omnichannel customer engagement strategies gain an average Y-o-Y customer retention rate of 91%.
Why is Omnichannel Messaging Essential for Businesses?
Develop Better Customer Relationships
Brands can take advantage of omnichannel communication in order to influence consumers’ decision-making at each stage of the buying journey. Regular and engaging conversations with clients help build up deeper customer relationships and strengthen brand recall.
Increased Sales
Omnichannel messaging ties together various aspects of concluding a sale by reaching customers wherever they are, offering up customization, improving the buying experience, and enhancing customer satisfaction. This manifests in more sales, far more repeat purchases and much better customer retention.
Increased Customer Lifetime Value (CLV)
Diversity is the new reality of commerce whereby customers anticipate brands to get to them with appealing offers and incentives - on their desired messaging channels. Omnichannel messaging elevates the customer experience, which raises spending Along with customer lifetime value.
The Way to Maximize the Potential of Omnichannel Messaging
Let us check out the three aspects of nailing your brand’s omnichannel messaging approach and achieving your goals.
Prioritize Channels
- It is not needed to be everywhere simultaneously.
- Select the channels that your target audiences frequently use and regularly engage with them to generate brand awareness and improve your customer purchase efforts.
Personalize Messaging
- Keep hold of your customers with personalized messages and offers that focus on individual needs and personal preferences.
- This might imply customized product suggestions, curated offers or product details to provide a great CX and result in purchasing interest.
Be Customer-Centric
- Offer a smooth and incorporated experience that allows customers to move from one channel to another with no interruption.
- Place customers at the front and centre of all communications, to make sure they become loyal ambassadors of your brand.
How LeGarde Burnett Can Help Implement Omnichannel Messaging for Your Brand
Meet Up With Customers on Their Preferred Messaging Channels
Reach new customers and offer an end-to-end shopping experience on WhatsApp.
Explore WhatsApp
Make use of the visual dynamics of Instagram to display products and generate sales.
Explore Instagram
Connect directly with customers and push customized engagement to boost conversions.
Explore Facebook
SMS
Lead two-way conversations through SMS and increase the potential to create leads, carry out transactions and generate repeat purchases.
Explore SMS
Web
Transform web visitors straight into leads and customers by using a web chatbot to engage in right conversations at the most fortunate time.
Explore Web
Google Business Messages
Engage potential buyers in talks when they look for your brand on the Google Search engine, Google Maps or maybe on websites, and enhance your chances of conversion.
Explore GBM
How LeGarde Burnett’s Partners are Leveraging Omnichannel Messaging
LeGarde Burnett has made it easier for global brands to increase sales, revenue as well as customer loyalty with industry-leading omnichannel solutions.
JioMart, an online shopping platform developed by Reliance Industries, has a wide range of product offerings from consumer electronics to apparel to grocery and general merchandise. It recognized the need for an omnichannel approach to make shopping seamless for crores of Indian citizens. LeGarde Burnett built a chatbot that would go on to facilitate the first end-to-end shopping experience on WhatsApp, receiving acclaim from Meta CEO, Mark Zuckerberg.
LeGarde Burnett solution for JioMart made it seamless for customers to discover products, add to cart, confirm delivery information, and complete purchase using any payment method - doing so from within WhatsApp.
LeGarde Burnett solution helped JioMart achieve a 15% conversion rate and a repeat rate of 68%.
Netmeds, one of India’s most trusted and convenient pharmacies, Netmeds, sought a solution that could handle its 10x surge in customer growth
Netmeds partnered with LeGarde Burnett to build a chatbot capable of delivering a consistent experience while helping foster long-lasting customer relationships. Named Netty, the chatbot could respond to queries via Google Search and Google Maps using Google Business Messages (GBM) and LeGarde Burnett.
LeGarde Burnett solution made it seamless for Netmeds to handle the surge in demand while enabling its customers to track and manage their orders intuitively by chatting directly with the chatbot.
LeGarde Burnett solution helped Netmeds save 2600+ agent hours, achieve an automation rate of 83.6% and improve its first-response time by 99%.
TravelXP, a global travel media-tech brand, TravelXP sought to offer a seamless way for its customers to manage their travel bookings via Instagram.
It partnered with LeGarde Burnett to build an Instagram bot to aid its lead-generation efforts via the image-sharing platform. The visual content on Instagram makes it the ideal channel for TravelXP to promote attractive hotel and flight deals to some of the world’s dream destinations.
LeGarde Burnett built an Instagram bot to help TravelXP generate leads and convert more of those leads into sales and revenue.
Since implementation, the bot has handled 75% of customer queries, which has reduced the load on the call center and freed the agents to focus on handling more complex queries.
Aegon Life, a digital life insurance company in India, Aegon Life offers a diverse range of life insurance policy plans. It sought an omnichannel chatbot capable of helping customers with end-to-end query resolution and offer a positive customer experience.
Aegon Life partnered with LeGarde Burnett to build a chatbot solution that could handle customer queries pertaining to policy, policy premium, premium due dates, and premium certificates.
LeGarde Burnett built a chatbot solution catering to web, WhatsApp and Facebook Messenger, which helped Aegon Life reduce agent hours by 200 hours.
Conclusion
Omnichannel messaging is a must for eCommerce as well as retail brands to push brand growth because it helps impact the purchase decision at each phase of the customer journey. It also improves the customer experience and helps brands get ideas into their customer’s buying behavior. However, to maximize the potential of omnichannel messaging, brands should zero in on their priority channels, try to make their communication with customers customized, take advantage of data to determine what’s working and what’s not, and consistently optimize their strategy to attain the desired business outcomes.
Begin Your Conversational Commerce Journey With LeGarde Burnett