In a world where a single negative interaction can lead to a viral online review or social media post, focusing on how to enhance customer experience is one of the most important investments a business can make. If you’re working on improving customer experience with your brand or organization, get comfortable. Today we’re going to talk about one proven way to do just that: omni-channel digital wayfinding.
Communication: the Key to Great Customer Experience
Every aspect of a brand shapes customer experience. The speed of service, product quality, marketing, research, advertising, social media presence, your website—it’s all important. But one of the biggest areas of opportunity is how a brand communicates with its customers.
Just 20 or so years ago, customers had basically three ways to connect with a brand: visiting the business in person, writing a letter, or calling customer support. Later came faxing and emailing. But today, customers can also reach out via Facebook, Twitter, Instagram, WhatsApp, LinkedIn, and other social media platforms. They can fill out contact forms and live chat with a representative via a company’s website. Sometimes they can even connect with a brand via text. And no matter where and when a customer chooses to connect, they expect professional, efficient service.
With so many different platforms to communicate with customers, it can be challenging for any brand to deliver a great experience across all channels. However, with the advances we have in technology, the tools to provide on-demand, consistently great experiences are available. You just need the right digital partner—one who can deliver omni-channel solutions.
What is Omni-Channel?
A brand that is accessible on multiple customer touch channels and delivers a consistent customer experience across all of those channels provides an omni-channel experience.
“Omni-channel experience is a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out,” Hubspot explains.
While customers generally don’t really care if your brand claims to provide an omni-channel experience (they just want the ability to communicate on the platform that’s most convenient for them), they’ll definitely notice if you don’t offer access to information in the manner and channel they prefer. They’ll also notice if the experience they receive on one channel isn’t consistent with the experience they receive on other channels. That’s one big reason why it’s so important for brands to choose technology that works together.
Omni-Channel Digital Wayfinding Solutions
Now that you understand the importance of omni-channel experience and technology that works together, let’s talk about how it translates to digital wayfinding.
If your company is in the market for a digital wayfinding solution as a strategy to enhance customer experience, you’ll find plenty of developers claiming to have best-of-breed solutions. But are they omni-channel digital wayfinding solutions?
Before you choose a tech partner to develop your wayfinding system, here are four reasons to select an omni-channel solution:
- Improve customer experience and reduce frustrations
If your digital wayfinding solution can only be accessed via kiosks, you’re not providing the best customer experience possible. Because yes, some guests will only use the kiosks. But others want to pull up wayfinding on your website, and others want to download an app and take the solution with them on their smartphone.
It can be confusing and frustrating for a customer to receive inconsistent messaging and branding from your various digital solutions. Selecting an omni-channel digital wayfinding solution allows you to provide quality, matching UI and UX on all three customer channels: web, kiosk, and mobile app.
- Offer a seamless and consistent guest experience at all customer touchpoints.
- Create the same look, feel, and user experience across all channels.
- Improve analytics
If your digital wayfinding kiosks can’t communicate with your website or mobile app, useful information about the customer journey can be difficult or impossible to piece together. But when all of your technology works together, you can track more insightful analytics.
- Get a 360-degree view of the customer journey.
- Use heat mapping to find out where your customers are before they visit, when they’re on-site, and where they go after they leave.
- Increase customer value
As customers search your website, kiosks, and mobile app, they provide insights you can leverage when all of your technology is connected. For example, if a customer searches for “baby store” on a wayfinding kiosk and then opens an integrated app to take the directions with them, the app can recognize what the customer searched for. This provides opportunities to display ads about things the customer may be interested in, increasing the value of each customer.
- Insert events, offers, or promotions seamlessly into the customer journey as they search.
- Personalize experience
The first time a customer interacts with your brand may be on your website, but the next time could be via kiosk or app. Every time they search on one of these technologies, they’re telling you what they want. Omni-channel solutions can compile the data insights and customer feedback from all channels to make decisions on how to personalize content.
- Deliver content to the right customer at the right time in the right format and on the right channel.
Consistently delivering exceptional guest experiences is the best way to stand out from your competitors in today’s experience economy—no matter what industry you’re in. If you’re interested in omni-channel digital wayfinding solutions, contact Express Image Digital today. We design and build custom systems with a focus on user experience design and intuitive interfaces. From software development to hardware procurement, we provide end-to-end solutions that offer a great ROI.