Technology & Innovation

Omni-channel comes to small business

October 17, 2015

North America

October 17, 2015

North America

Faced with a deluge of new options, tools and messages, customers are becoming increasingly selective in their choices for information and services. At the same time, using a variety of communication and transaction channels enables businesses to engage their individual customers better than ever, and secure their satisfaction and loyalty. Small businesses, just as well as large ones, are facing this “omni-channel” imperative.

Key findings include:

  • Small businesses may be overestimating how satisfied their customers really are.
  • Human interactions are still critical to customer satisfaction, but new-media channels are the future.
  • A “reverse showrooming” phenomenon may be emerging as consumers rely more on new media to research and select products, but prefer a brick-and-mortar outlet for purchasing.
  • Seamless omni-channel delivery is still rare, hampered by old habits and the lack of financial and human capital.
  • The ability to recognise the customer, seamlessly complete transactions across channels and deliver a synchronised marketing message are key to customer satisfaction.
  • Delivering a seamless omni-channel customer experience is highly correlated with strong financial performance.

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