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Can Omni Channel Strategies Lead To Customer Centricity?

Organisational culture defined by a customer-centric approach is in a way an element of past now.

Wait, what?

Hold on!

The idea is not to deny that a positive customer experience before and after the sales process drives repeat business, word of mouth, customer loyalty and profits. In all honesty, the market dynamics have changed. Customer-centricity as a concept was established way before the exponential growth of technology. The challenges and opportunities that drive the business for a ‘Customer-Centric’ organization have changed dramatically.

With technology being the front-runner for business strategies, multi-channel avenues open new doors to CX complexity. For your customers, however, it facilitates multiple stages of their buying journey viz. information research, decision-making, purchase transactions, after-sales support & product/service-related queries.

Complexities for your organization arise as customers now have different avenues to interact across various touch-points. Touchpoints ranging from offline interactions to call centres, automated chatbots, online forums and DIY digital initiatives can all act as roadblocks to providing a seamless customer experience across channels.

Here’s the catch:

Your customers’ expectations change with every new tech-enabled touch-point added to the existing list. There is no definitive way to understand how your customers’ expectations swindle between traditional & the digital touchpoints. Each channel fulfils a certain set of customer expectations. In fact, for the same channel, the expectation changes at every stage of the purchase journey.

Changing Expectations:

For instance, I am ok to wait for a Pizza to be delivered by the online food app in 30 minutes (online purchase, offline delivery), but when I chat with the helpdesk on the same app that the pizza was half burnt (Online service touch-point), I want my resolution instantly. Not only an instant response but a first-time resolution & that too as per my satisfaction. In a world full of Omni-channel strategies, seamless and spontaneous mapping of consumer experience across touch-points is evidently the way ahead.

Are we really allowing our customers to pick up where they left off on one channel and continue the experience on another? Without them having to repeat their concerns?

Should we really utilise multiple channels for a single interaction to form the basis of an Omni-channel strategy?
We talk of expertise pooling in the organization, are we really dropping the walls of functional silos?
Do we really have an understanding of our customers’ needs, the needed infrastructure, and the right mindset to manage the service delivery process?
Have we really explored the power of data to build a customer-centric organization?

Just like you, millions of other CX practitioners have a similar struggle. They struggle between deciding the channels to use and the touchpoints to use them on. Fortunately, LitmusWorld has the right expertise and technological backing to take the burden off your shoulders. Having worked with 125+ brands in 31+ countries, we are redefining the CX roadmap for some of the major brands out there.

Connect with one of our experts today and get answers to all your CX queries.

Think CX. Think LitmusWorld.

Mr. Hrushikesh Kulkarni, is a customer centric enthusiast with more than 15 years corporate experience, currently working as Senior Client Partner with LitmusWorld. In his previous assignment, he was associated as an Associate Vice President with Karvy Insights. His research experience ranges with clients across BFSI, Retail, Telecom, FMCG & Retail sectors, across geographies like India, Singapore & Malaysia. He is a speaker at various customer excellence summits & events, sharing the power of data driven decision making for actionable insights. He has authored various articles & engages in the capacity of a visiting faculty with leading management schools.