A long supporter of creating real relationships with customers and client bases, Krishen Iyer has long focused on providing a solid foundation for business development and growth from this standpoint. In some ways, that relates directly to creating an omnichannel customer experience through proven and well-outlined strategies.
Creating Omnichannel Customer Experiences Is Essential Krishen Iyer Believes
In a recent article published on Martech by Corey Patterson, the discussion centers around going beyond multichannel engagement with omnichannel marketing strategies. Consumer engagement has become one of the most important touchpoints for brands today. The need to reach consumers on multiple media points and channels is clear. Today, many brands know that their customers are interacting with them on various touchpoints. However, the problem comes in not creating a cohesive and equal experience across all of those unique touchpoints. That can lead to a disconnect, Krishen Iyer agrees.
Navigating the difference between multi challenger and omnichannel is hard to do, especially for mid-sized companies that may not have as much hands-on experience in strategy development, Krishen Iyer notes. However, when a company only focuses on multichannel engagement, they are putting themselves at a significantly higher risk of losing consumers due to creating poor experiences for them.
Krishen Iyer notes, “If we only focus on marketing strategy in each channel as a separate entity, the focus is on the marketing and not on the consumer’s experience with those touchpoints.”
By focusing on customer engagement as a primary factor, the multichannel model is simply switched around – it’s all about the customer’s experience, not just reaching a strong customer base. Success comes from putting the customer at the focal point or center of any effort in all marketing.
Krishen Iyer: Create the Path for Customer Experience
In the article, the author notes that the ideal customer journey typically spans multiple touchpoints and in a seamless, efficient way. However, this only happens when customer experiences are orchestrated from the start. Krishen Iyer agrees with this.
The key here is to move the responsibility of creating these seamless interactions away from the consumer and instead make sure it is planned as a component of the marketing process. It is up to the marketer, the author’s rights, to meet the needs of the consumer at every interaction, using content and other methods to do so in a meaningful manner.
Companies and marketers that are already facing numerous goals and strategic plans may wonder how they can possibly pull together another layer of marketing to bring all components together under one roof. The good news is there are some options for doing just that. There are various tools available that can help marketing teams. This starts with collecting experience data, a resource that is critical to understanding the experiences consumers have. It’s not about putting a plan in and assuming it works, but rather organizing experience data in a meaningful way to make it usable. That includes customer journey analytics software and CDPs. All of this can help to support the improved experience every customer has.
When customer data is unified more fully, it comes from multiple points of contact with the customer. This helps ensure that data is more comprehensive and thoroughly available and not just based on one touchpoint.
Building Brands Means Working with People to Create Success
How many companies operate in silos? It’s not uncommon to find a brand that is struggling with the concept of moving outside of silos within the organization or their people. Yet, once you make this change, a significant amount of improvement in marketing can occur. Again, it is about thinking about the consumer and then the path to reaching that consumer.
“The brands that connect marketing directly to their customers rather than operating in silos are those that are seeing the best outcome,” according to Krishen Iyer.
Consider what may be happening in companies today that have this siloed mentality. Every component of their marketing is done by someone else – each person may do a fantastic job and have an exceptional strategy for reaching the customer, but the problem is that each person is working along rather than working together to create a single strategy. When siloing happens in marketing efforts, it often leads to very poor experiences for customers.
The solution is simple. Bring together your marketing teams – your paid media, email marketing, social media, and so on, to create a more comprehensive plan. When all teams are on the same page working towards the same goal, and using the same strategies, numerous benefits can occur. Most importantly, customers are less confused and more likely to move from one touchpoint to the next with ease. In short, doing this just makes sense. It’s less confusing and more refined.
Developing a Unified Customer Experience Strategy Is Worth the Investment
Without a doubt, many marketers may be stepping back and wondering if it is worth complex changes to their operations and marketing strategy development. Yet, the proof is in the actual results.
Ultimately, a frustrated customer who sees one thing on one platform and experiences something on another isn’t bringing those experiences together. They may take action and invest in one, but they may not build the strong brand image they need to create a long-term, long-lasting relationship with the brand. That ends up costing the brand. Every time a new campaign launches, the same strategies must be applied as if reaching a new customer. That is costly.
By working to improve customer experience over a larger number of touchpoints – aiming for that omnichannel marketing strategy -enables the development of a cohesive brand. That means they’ve gained an impression of the brand, and that will sell itself for years to come.
Creating a unified customer strategy helps to extend customer experiences. It helps to make them more successful and contributes to a better ROI in many cases. What is most important is realizing that the work that is put into this process lasts for years. So it goes beyond marketing as well.
To deliver an omnichannel experience, brands need a cohesive strategy that blends their customer’s experience into the marketing campaign. No matter the size or structure, creating a plan to address each one of these needs is critical.
When it comes to building success today with marketing, customer experience is the most important metric any company has. So what does yours say about your company and the resources that you are using to achieve your goals? If you are seeing challenges in reaching your customer base or you may not be achieving your best outcome with every campaign, it may be important to consider the vantage from your customer’s point of view. Are they getting the type of experience you want them to have? If not, it may be time to make changes.
About Krishen Iyer
Krishen Iyer is the founder and owner of MAIS Consulting, an Encinitas-based consulting company. He is an entrepreneur who studied at San Diego State University, earning a degree in Public Administration. He found MNP Insurance, known as Name My Premium, in 2015. He then became the founder of MBS, a company previously known as Quick Link Marketing. MAIS Consulting helps with contracting, marketing, company policy development and management, and strategic growth. It is currently his focus.