Laura Barros, Wine's Marketing Director, highlights the importance of the customer's decision in differentiating a company's service
The term omnichannel is becoming increasingly popular and this is natural; after all, the concept of omnichannel follows the need imposed on brands to be where customers are – both in physical and digital channels – to maximize the impact of Marketing strategies corresponding to each stage of the funnel.
However, companies that want to elevate their operations to omnichannel status must be especially careful not to overdo it. In other words, creating dozens of random channels to contact customers will be nothing more than a costly measure for a business's goals if these channels fail to fulfill one of their essential functions: prioritizing the customer experience.
If defining strategies to improve customer experience paraguay whatsapp data persists as a “x” inconvenience to the issue, looking at actions capable of reducing friction in the purchasing journey is a good starting point. This perspective allows us to perceive that, for the customer, what truly matters is having the decision-making power in their hands. “When we move from the soul of Marketing to the soul of the consumer, we don’t want to know if there is Omni, Office or Media. We want to know if we can buy the way we want, when we want and at the price we are looking for”, reflects Laura Barros, Marketing Director at Wine.
Sometimes, customer empowerment will require dissolving common constructs in the Marketing universe, such as some precepts surrounding the quantitative idea of omnichannel. In this sense, the importance lies not in how many channels a company has, but rather in the quality they add to the consumer experience. “Wine’s approach is not limited to omnichannel, but to what we call no-channel. The consumer makes the decision and we have to be there, available, regardless of whether they want to buy online or in-store and receive their order in two hours, we have to be able to meet all decisions”, concludes the Director.