Expectations around customer service and service in general now defy the laws of physics. Miss a customers moment of need and you might never get the opportunity again. Which is probably the reason that company teams, now more than ever, strongly debate how to use and implement newly minted social platforms and channels that are able to maintain brand presence available at all times to consumers. According to Trendwatching.com, in the coming year brands will continue to pursue that strategy.
2015 saw new channels appear everywhere. Washing machines and other appliances have become retail channels via Amazon’s Dash Buttons. A similar innovative approach was unveiled by Antwerp’s Hotel Banks as the Mini Fashion Bar: an initiative created in partnership with fashion brand Pimkie. Rooms were stocked with a range of apparel and accessories, chosen according to the weather and activity in the local area. A fashion concierge could also be contacted in case a guest required additional sizes or different garments. Items were to be purchased upon checkout.
New contexts mean new opportunities. Just look at how knowing people’s locations has unlocked and transformed mobile commerce. Now, even newer and more sophisticated contexts are just around the corner. When you consider an omnichannel strategy, you can learn a lot from Domino’s highly regarded Pizza AnyWare initiative.
The pizza chain has continuously expanded the variety of ways that impatient and hungry pizza-lovers can place their orders. Customers can voice order using the Siri-like app Dom, by tweeting or texting the pizza emoji, and while driving home in a compatible Ford. After ordering, they can track their pizza’s arrival time via the Domino’s smartwatch app.
So, the next time someone suggests addressing your omnichannel strategy, Start by asking why customers might embrace you using a channel. Next, challenge whether existing channels really satisfy the deep needs and wants of your customers. Could you create any new ones? Finally, imagine entirely new contexts you could leverage and that consumers might not even be yet aware of!