This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, titled Moving from Screen to Device and Back Again: The Omni-Channel Experience. This webinar was sponsored by Act-On Software and featured: Banafsheh Ghassemi (@banafshehgh), CEO and founder of Tangerine Lab; Yuna Park (@yunapark), social program director at 5Loom; and Carlos Gil (@carlosgil83), digital and social media strategist, public speaker and entrepreneur. We discussed a ton of great (and not so great) real-world stories of an omni-channel customer experience.
Here are 3 of the key take-aways:
- Multi-Channel vs Omni-Channel - Multi-channel is engagement with customers with no particular focus on delivering consistent, seamless and optimized experience across the channels. Omni-channel is multiple channels of engagement with customers with focus on delivering consistent, seamless and optimized experience across the channels.
- Build Webs Not Funnels - Your customer isn't thinking linearly about walking through your funnel - they do think in more haphazard ways, which could be seen more as a web around your brand.
- Get Started by Creating Journey Maps - You can begin tackling the omni-channel challenge by walking in your customer's shoes. Map their journey as they enter and exist your customer channels. Customer journey maps are tremendously effective in understanding your customer's intent and expectations.
To get a copy of the slides or listen to the replay please click here. You can also scan the highlights of this webinar on Twitter by reading the following Storify: https://storify.com/socialmedia2day/smtlive-moving-from-screen-to-device-and-back-aga
Our next webinar is on Your Mobile Community: It's All About the Data Capture - be sure to sign up for it or view the schedule of other upcoming webinars.