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5 Best Practices for Omnichannel User Experience

6 minutes read

If you've landed on this page, you're likely looking for a solution many other businesses have successfully incorporated to improve omnichannel customer experience.

Since the global pandemic, eCommerce sales in the UK have accelerated. As of 2022, the country has an estimated 60 million eCommerce users.

Your customer's needs have undoubtedly evolved since businesses worldwide introduced remote, curbside, and self-service facilities during the lockdown orders.

Research has highlighted a shift in consumer behaviour post-COVID-19.

With a massive growth in online shopping statistics and many people now working from home as a preference – businesses have adapted to provide a more personalised and pleasant customer experience.

With convenience, connection, sustainability, and digitisation topping the charts for consumer values in 2022 – improving omnichannel customer experience couldn't be more pivotal.

What Is Omnichannel Marketing?

Omnichannel marketing is an approach that supplies customers with access to products, services, and support through various devices, channels, and platforms.

It provides a seamless and consistent communication channel to help businesses manage prospect and customer relationships successfully.

When a business exists online-only with its website as its only marketing asset (no social media, email communications or an in-person store) -  it risks losing profitability and credibility through its lack of accessibility.

Likewise, businesses that only have a physical store with no digital assets will limit themselves in providing the ultimate customer experience.

What are the Benefits of Omnichannel Marketing?

✅  An ongoing communication channel between you and your customers
✅  Authority and credibility for your business
✅  Keeps prospects and existing customers in the loop
✅  Customer retention is self-sustaining
✅  Builds relationships with existing customers
✅  Provides reputability through a positive customer experience


If you're looking to join the many businesses that have successfully implemented an omnichannel strategy, keep reading to learn the five ways to level up your omnichannel customer experience.

#1 Map Out Your Customers' Journey 👣

To understand how to improve your customers' experience with you, it's essential to identify who your customer is.

By identifying your customers' key demographics and psychological tendencies – you can learn how to serve them best.  

Using this insight, you can shape their journey through a personalised approach to better engage with them and ensure they feel valued.

Their omnichannel experience will align with their behaviours and preferences – increasing the likelihood of them developing a positive association with your brand.

This leads us to the next point…

#2 Create a Personalised Experience 🤝

According to studies, 76% of customers are likelier to purchase from a brand that sends personalised content.


There are a few ways to improve customer experience through personalised content, but email marketing is one of the primary ways.

Email marketing can combine a collection of multi-channel experiences in one place.

If you have unified content that seamlessly connects one channel to another, it creates an effortless journey for prospects to follow and become new leads.

For example, your Facebook page could share your product or service, which links to your website. You then have a sign-up form on your website that offers early access to sale items in exchange for your prospect's email address.

This provides data from a unique opt-in form, which allows you to personalise email content based on your prospect's interests.

To further implement personalisation, you can analyse email data reports to receive insights such as your prospect's first name and location to create dynamic emails.

This personalised omnichannel journey will make your customer feel valued, listened to, and most importantly – they'll receive only the content that is suitable for them.

Consistency is key with this approach if your goal is to nurture prospects and existing customer relationships.

#3 Understand the Analytics 📊


Just as understanding whom you are tailoring your omnichannel business for, it's essential to grasp how your prospects and existing customers interact with your digital assets.

Google Analytics is a valuable tool used to analyse how your customer base interacts with your multiple channels and the challenges or setbacks they may face in their journey.

For example, your customer might land on your website through a link in an email newsletter, but when they reach your website, the lead has bounced and gone cold.

As a result, this data analysis has found an identifiable weak point in your customer's journey: your website.

From here, you must question what could have deterred your prospect from taking further action after landing on your website.

It could be a result of –

If your prospect hasn't found what they were promised at the start of their omnichannel journey, this will result in a discouraging experience and a negative association with your brand – leading them to your competitors.

Tools such as Google Analytics help identify where in the journey your prospects are deterring so you can create a more positive omnichannel customer experience that reflects the authenticity and reliability of your brand.

#4 Integrate Your Teams Skills 📚

When your customer or prospect reaches out to your customer service team, they expect your staff to know the service or product they're enquiring about – after all, why else would they reach out?

Chatbots are becoming increasingly sophisticated in producing more humanistic interactions and intelligent responses.

They appeal to many business owners for their convenience and cost-effectiveness. However, some businesses that use chatbots can inadvertently create a frustrating experience for their customer.

Chatbots require regular maintenance to update their database with the latest information and knowledge on your services or products.

One way to do this is to integrate your team's range of skills into the chatbot's database and then customise the chatbot user interface to respond from a team member's avatar.

By having an expert on your team appear to answer questions on their trained experience, you provide a people-focused approach to help personalise an otherwise AI response.

To take this a step further, you could utilise your front-of-office staff to respond to detailed queries that require a more in-depth response.

#5 Keep Them in The Loop 🔔

Whether you're gaining prospects or retaining existing customers, ensuring that communication lines remain open is essential for their positive customer experience and the retention of your customers.

A common way to keep your customers in the loop is through email communications.

Many businesses will gain their customer's email addresses through an initial product purchase or service appointment. Prospects that find your business through your online assets might supply theirs through an opt-in form on your website.

However you build your email list, you can utilise it in several ways to keep your prospects and customers in the know. Including -

🔔 Exclusive or early access to sale items
🔔 Notification of product stock
🔔 Reminders for appointments
🔔 Services changes
🔔 Shop updates
🔔 New products or upgrades

This omnichannel approach allows you to build your customer database and increase your chances of customer retention.

Your customers will likely have a positive experience with you if they receive consistent updates with essential and personalised information.

They'll also feel valued by your business as you tailor their experience with you and show that you understand their needs.

By ensuring these communications are consistent across your omnichannel assets - you will build a reliable and trustworthy reputation for your business that makes you the preferable choice among your competitors.

Not Sure Where to Start? 🤔

If the above information is overwhelming, don't fret.

Although omnichannel marketing sounds like a lot of work – correctly implementing it can seriously level up your business, improve omnichannel customer experience, and define your brand as a strong contender in your industry.

With omnichannel swiftly evolving into the only way to market your business in 2022, several omnichannel marketing software companies can support you in delivering the ultimate customer experience.

Discover the top 5 omnichannel software in 2022 here to find out where to start.

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