Mastering Customer Feedback: Using Omnichannel Strategies to Listen and Respond

Omnichannel messaging brings goals, technology, people, and processes together to deliver a consistent customer experience, no matter where or when that customer engages. Like all communication, listening is as important as responding. Otherwise, you’re not being very social!

This post will explore omnichannel e-commerce strategies that even small to medium businesses can use to improve customer experience.

What Is Customer Feedback?

You may have some preconceived notions about what feedback is. Sometimes, feedback is intentional and direct, like someone taking the time to write a review or send you a direct message.

But this is only part of customer feedback. Suppose you collect and analyze behavioral data across channels. In that case, you gain access to more abundant input to guide your omnichannel strategy success. Mastering customer feedback requires you to implement strategies that address both.

Next-Gen Loyalty Programs

Because you’re collecting unified data across platforms (CRM, social, email, SMS, etc.), you recognize that the same person is engaging with you in multiple places. They buy from you repeatedly and encourage others to do so. Rewarding this person is a win-win because you can measure this ROI in more than just direct revenues.

With that said, these aren’t the loyalty programs of yesteryear. Instead of broadcasting to the masses, modern technology helps you make loyalty feel exclusive. For example, you can send personalized offers straight to repeat customers. Take it further by automating these customized messages and offers based on recent purchases, a dry spell, or other behavioral triggers.

Personalize Product Announcements

Product announcements can feel like you’re talking to people rather than listening, but not if you’ve taken the time to listen first. Only send highly relevant and valuable product announcements and offers to customers rather than items they’ve shown no interest in by basing them on purchasing history.

Tie this into your loyalty program by offering them a limited-time discount as a returning customer.

Many omnichannel software options can help you do this. Among them, Mitto is an omnichannel social listening and response platform that allows you to engage with a valuable omnichannel communication platform: text messaging.

Deploy Chatbots…with Care

Ninety percent of consumers say they will buy again when they experience good customer service, while 61% will say “See you” if they have a terrible experience. But no one wants to talk to a bot, do they?

It depends on how you use this technology.

Chatbots don’t replace humans within your omnichannel communication strategy. However, they can supplement your ability to provide consistently excellent customer service.

Customers increasingly want an answer now, even if it’s 2 AM and your staff are snug in their beds. Chatbots can bridge the gap for small to medium businesses that can’t afford 24/7 support. These bots can answer many common questions, direct people to useful resources, and tell customers a human will assist them within a given time if they still need help.

Chatbots show that you’re listening. They get the conversation flowing in both directions through omnichannel messaging. They’re a must for responsive omnichannel communication.

Cart Abandonment Reminders

An astounding 75% of people fill their virtual carts and then leave. Most people don’t spend an hour shopping on your website just to go without all the exciting stuff they found. They get distracted. They forget to come back. For this reason, cart abandonment reminders are crucial to your omnichannel communication strategy.

But cart abandonment reminders have been around for at least 15 years, so what’s new? As with any omnichannel e-commerce strategy, how you apply it matters.

Because you are connected with this person across channels, you can send them this reminder even if you don’t have their email. Cart abandonment reminders can go through various social media, messaging apps, and text messaging (if they’ve opted in).

Using omnichannel software, you can automatically determine what methods to communicate with this customer about the abandoned cart and send that friendly reminder to the channel where they will most likely see it.

Listening and Responding Anywhere with Omnichannel Communication

Modern technology makes it easier to listen to and respond to your customers to the point that customers are beginning to expect you to use strategies like these. If you’re not, now is the time to master customer feedback with these omnichannel strategies.

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