Sometimes, things change so fast that we barely have time to take the wave, or we simply miss it entirely. When you find yourself in the second case, it can be quite a long way to swim back, in order to catch the next one. Some companies found themselves in that position, in regards to omnichannel sales, and saw their revenues come crashing down. That means less money to finance new projects. Here is what you need to know so you stay afloat in 2022.
If you want your customers to only call on your phone line or send you an e-mail, for any need they may have, then you have definitely missed something, over the last few years. Whereas before companies controlled their sales pipeline, directing customers to the communication mean of their choice, today customers hold the power and will contact them as they please, through the channel of their choice. And if they can’t do so, they will simply look for the product or service they need, elsewhere. That will translate into important loss of revenues, which is needed to finance the development of the company.
Omnichannel sales may seem like a blessing for someone that doesn’t know much about running a business, but for those that do, it can easily become the biggest nightmare they have ever face. How do you make sure you cover all bases, when there are so many? By controlling your online marketing. That means your social media outlets, your website, as well as the way you communicate through e-mails. And to do so, you can definitely use the help of professionals such as the ones you will find at https://www.12handz.com/.
It is never easy to keep revenues steady inside a company. Even less so in the digital era, with such a high level of competition around. But to think that the pandemic has created the huge change, that is omnichannel sales, would be wrong. For sure, it helped increase the tendency, as workers were doing their job from home, and thus preferred to be in contact with their suppliers in different ways. But it started years before, as a recent research from McKinsey showed.
Between 2016 and 2021, the number of channels used by B2B buyers has grown from five to ten. The study also indicated that two-third of B2B buyers now opted for remote human interaction or digital self-service, at various stages of their relationships with the company. That is what explains the need for the information to be made available and easily reachable. If a buyer “has to” call a company, instead of finding the information he needs online, this could be a sufficient issue for him to start looking elsewhere to buy that same product or service. And you know what that means: Less revenues to finance new projects and to support the current ones.
The customers needs have to be addressed throughout the course of their interaction with a company. It starts when they first hear about it, and ends at the moment that they finally decide to buy. It is also true about the long-term relationship, which will have to be handled in the same manner. So how can marketing help to make sure that it all goes as planned? First, it should direct the customer where it wants it to go, and advertising is the best way to do so.
For example, if it uses one of its social media to reach new targets, it should be prepared to have them go somewhere on the main website, where they can get the information they will need, in order to understand what they can expect in the future. There, customers should be able to talk to someone, if need be. That is why there has to be some kind of chat line available for them to do so. Even if it is just an AI answering basic questions. If there comes a point where it can’t continue that conversation, it will transfer the information to a live person, who will then handle the customer’s request.
It is crucial that all channels made available are thought together, at the same time, so that they provide a smooth path for customers to follow. The smallest miscommunication between the various departments of the company, that speak with customers, can be a cause for losing them, and the revenues they bring in that keep the finances at a comfortable level.
This customer journey needs to be revisited regularly, to maintain order in the communication process. All the time, keeping in mind that looking out for each customer’s “happiness,” in its relationship with the company, is the main goal that needs to be followed. That way, your bank account can also be smiling, while new projects are being brought to life, so they can create even more revenues for you.