What Omnichannel has to do with the quality of your customer data.

We can agree that Omnichannel is a trend now and many companies and business are looking for new ways to engage with their customers. I have been working in omnichannel for a few years now and I always pay attention when people ask what I do for a living.

Most people, when they talk about omnichannel, think of companies that offers them the possibility to buy their products online or via app. Few refer of physical stores and only a couple talk about direct sales. But in reality, omnichannel is much more. It starts even before you become a customer.

One of the biggest challenges facing an omnichannel strategy is how to ensure data quality. Today, customers expect brands to deliver individual experiences when behavioral patterns have become less and less predictable.

Imagine you sell sofas. It’s easy to find a customer or a prospect who visit your online shop or website, takes a look around and check out some of your products. Maybe he/she subscribes to your newsletter looking for special promotions. Then visits your store downtown, because before buying a sofa it’s important to sit on it and make sure it’s comfortable (I always do the nap test). Of course, for sure you are not the only option, so the customer keep looking and after a few days/weeks, comes back to your website and make a purchase.

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El customer journey ha muerto

Seguro que a más de uno le habrá dado algo. ¿Cómo puede ser que el customer journey haya muerto si es lo que está más de moda? Pues justamente por eso, por estar de moda y aplicarse de forma banal y superficial, dejando sin sentido a la idea inicial por la que se pensó en llevar a cabo, que era poner en el centro de nuestra estrategia al cliente y crear una propuesta de valor entorno a él.

Pero creo que debemos comenzar por el principio. ¿Qué es el customer journey? Podemos tomar la definición del customer journey como la suma de experiencias por las que pasa un cliente cuando interacciona con nuestra marca o empresa, con independencia del tipo de interacción que se lleve a cabo, con transacción económica o sin ella .

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