Imagine this: A loyalty program member spots a new product online and wants to use their reward points to get a discount. They start a chat with an online support staff member. The agent’s helpful (albeit vague) and tells them to visit a nearby store for exact pricing and redemption options.
So they go.
At the store, the staff has no idea about the chat or the customer’s loyalty details. So it’s back to square one. Repeating the same questions. The same frustrations. Still unsure, they call customer service. Cue the hold music while the rep scrambles to find their history.
Three touchpoints. Zero consistency.
Frustrated and fed up, the customer closes the loop… by walking away.
This scenario is a classic example of a poorly designed omnichannel customer experience (CX), one where customers engage with a brand across multiple touchpoints, yet their interactions feel fragmented and disjointed. A well-designed omnichannel customer experience ensures that customers have seamless, connected, and consistent experiences across all channels, whether online, in-store, or through customer support.
It’s essential for modern businesses to get omnichannel customer experience design right.
According to a report published on Forbes, 98% of customers believe that they should be able to initiate purchases, delivery, and returns across multiple channels. The impact of an omnichannel CX goes beyond meeting customer expectations. According to a study by Aberdeen Strategy & Research, businesses with a clear omnichannel customer experience strategy see customer retention grow 91% faster each year compared to those without one. They also boost customer lifetime value by 3.4%, while companies without an omnichannel approach actually see a 0.7% decline annually. Additionally, a PricewaterhouseCoopers report found that customers are willing to pay up to 16% more for a better experience. With customer expectations constantly increasing, businesses must bridge the gaps between different touchpoints and create a truly connected journey.
Key Challenges in Designing an Omnichannel Experience
Let’s revisit the earlier scenario and break down the key points that made the experience frustrating:
Challenge #1: Inconsistent Customer Experience
The customer interacted with the brand across different channels, including live chat, physical store, and phone support, yet each touchpoint lacked continuity. The customer had to repeat themselves, and the information they were given was inconsistent. This happens when businesses fail to standardise messaging, policies, and service quality across platforms.
Challenge #2: Siloed Departments
In the scenario, store staff had no access to the customer’s loyalty member data and online chat history, and phone support had to start from scratch. This is a sign of internal data silos. When marketing, sales, and support teams operate independently, this leads to disconnected customer interactions. A lack of communication and data sharing between departments often results in fragmented customer journeys.
Challenge #3: Technology Integration Issues
A key reason for the disjointed experience was that customer data wasn’t centralised. Without proper integration between CRM systems, chat tools, and other solutions, businesses will struggle to provide seamless interactions. Unifying these systems is crucial to maintaining a smooth omnichannel experience.
Designing an Effective Omnichannel CX Strategy
Businesses must take a structured approach in order to create a truly effective omnichannel experience. This process involves the following best practices:
Create a Customer Journey Roadmap
Rather than focusing only on isolated touchpoints, businesses should analyse how customers transition between channels. Mapping out the end-to-end customer journey helps identify pain points and opportunities for improvement. Using journey mapping tools, businesses can visualise customer touchpoints and optimise each step to create a seamless experience.
In fact, according to a report published on Vox, organisations that use data to drive their decisions are over three times more successful than those with less mature data operations. A significant component of that success is that over 98% of these organisations have a good or excellent understanding of their customers’ journeys.
Integrate Technology for Seamless Transitions
An effective omnichannel experience requires strong technology integration. According to a study by McKinsey, companies that use technology to improve customer experience can stand out from the competition. These businesses see 15–20% higher customer satisfaction, 20–40% lower service costs, and a 20% increase in conversion rates and growth. It’s a must for businesses to connect their CRM systems, AI-driven chatbots, and customer support tools to ensure data flows smoothly between all touchpoints. This way, they can ensure that the staff members using these tools can provide customers with unified experiences regardless of the touchpoint they used to interact with the business.
Amazon offers a prime example of this by leveraging AI to enhance its shopping experience. Customers receive personalised product recommendations based on previous purchases, and their interactions with Alexa and mobile apps are all synced. This creates a unified and frictionless experience.
Ensure Cross-Channel Consistency
Customers expect consistent interactions, whether they visit a store, browse online, or speak with support. By living up to their expectations and offering logical and coherent branding, messaging, promotions, and policies, businesses can foster trust and reliability.
Retail giant Nike excels in omnichannel consistency by ensuring that its mobile app, website, and in-store experience are all aligned. Customers can check product availability on their phones, receive exclusive online promotions, and seamlessly return items in-store.
Empower Employees to Deliver Unified CX
Employees are key players in delivering a seamless omnichannel experience. Training them to handle cross-channel interactions and giving them access to centralised customer data ensures they can provide informed and personalised support.
The Ritz-Carlton is a prime example of how empowered employees improve CX. Staff members are trained to resolve customer issues proactively and have the autonomy to make decisions that enhance the customer experience. These happy employees, in turn, lead to satisfied customers. Similarly, Adobe transformed its customer experience by investing in its employees. By implementing tools that handle routine inquiries, Adobe freed up its support staff to focus on complex customer needs. This not only improved response times but also empowered employees to provide higher-value assistance, leading to increased customer satisfaction.
Monitor and Measure Omnichannel CX Success
Without data, businesses are left guessing about what’s driving customer satisfaction—or dissatisfaction. Tracking key customer experience metrics is essential for understanding how well an omnichannel strategy is working. Measuring CX performance helps identify strengths and areas for improvement, as well as guide decision-making to enhance the overall experience.
Here are three crucial CX metrics businesses should track:
- Net Promoter Score (NPS): Measures customer loyalty by asking how likely a customer is to recommend a brand. A high NPS indicates strong customer advocacy, while a low score signals the need for improvement.
- Customer Satisfaction Score (CSAT): Gauges customer happiness after specific interactions, such as completing a purchase or contacting support. Tracking CSAT over time helps businesses understand what’s working and where service gaps exist.
- Customer Effort Score (CES): Evaluates how easy it is for customers to switch between channels or resolve issues. A lower effort score means customers find it simple and convenient to interact with a brand, leading to higher retention.
By regularly monitoring these metrics, businesses can proactively refine their omnichannel strategy, reduce friction in the customer journey, and ensure a consistent, high-quality experience across all touchpoints.
Continuous Optimisation through Feedback
Customer expectations are always evolving, so it only makes sense that omnichannel strategies should too. Businesses should leverage feedback loops to refine processes and improve service delivery. Two key areas in customer experience management —the inner loop and the outer loop—help ensure that businesses address customer concerns effectively at both an individual and systemic level.
- Inner Loop: Focuses on addressing individual customer feedback in real time. This involves quickly resolving complaints, following up on concerns, and ensuring customers feel heard. For example, if a customer leaves a negative review about a delayed order, the business can reach out, offer a resolution, and improve their experience. The inner loop is crucial for immediate service recovery and customer retention.
- Outer Loop: Takes a broader approach by analysing patterns in customer feedback to drive long-term improvements. Instead of fixing one-off issues, businesses identify recurring problems and implement systemic changes. For example, if multiple customers complain about a slow checkout process online, the company might invest in a better payment system to enhance efficiency.
A great example of continuous feedback-driven improvement is that which was initiated by Apple. The company collects customer feedback after Genius Bar appointments and online support sessions, and it uses this data to refine its retail and digital experiences. Whether it’s improving product recommendations in the Apple Store app or enhancing in-person customer service, Apple ensures that feedback leads to meaningful enhancements.
Going Beyond Designing an Effective Omnichannel Customer Experience
To succeed in omnichannel customer experience, businesses must focus on consistency, integration, and responsiveness. This process involves implementing best strategies such as mapping out the customer journey, leveraging technology for seamless transitions, training employees to deliver unified service, and continuously refining strategies based on customer feedback. Tracking key CX metrics like NPS, CSAT, and CES also plays a key role in ensuring that businesses can measure success and make data-driven improvements.
Investing in omnichannel CX empowers businesses to enjoy higher customer retention, increased revenue, and stronger brand loyalty. By providing a seamless experience across all touchpoints, these enterprises can differentiate themselves in a competitive market.
However, the work doesn’t stop once an effective omnichannel strategy is in place. Customer expectations are constantly evolving, and your strategy must adapt to keep up. The next step is to continuously refine and innovate—whether by integrating emerging technologies, enhancing personalisation, or proactively identifying new customer needs. Remember: a truly effective omnichannel experience is one that grows and evolves alongside your customers.
