Customer Relations

Tuesday, January 23, 2024

Omnichannel remains the major challenge for customer relations in 2024

Omnichannel remains the major challenge for customer relations in 2024

In 2024, customer relationship management faces a major challenge: omnichannel customer feedback. While many companies were once content to use just a few channels to assess their customer experience, changing purchasing behavior and the digital transformation of society have forced brands to adapt.

Indeed, customers have become "omniconsumers", simultaneously using multiple online and offline contact channels during their customer journey.

This raises crucial questions: What is an omnichannel strategy in the context of the customer experience? And how can it be successfully implemented?

Defining an omnichannel customer experience strategy

An omnichannel customer experience strategy involves using all available contact channels, both physical and digital, in an interconnected way. The aim is to scrutinize the customer experience from all angles, to better understand consumer expectations and behaviors.

Before the advent of omnichannel, companies could opt for multichannel or cross-channel strategies, but these approaches failed to fully exploit the complementarity of channels.

Omnichannelity, meanwhile, enables customers touse different channels in a coherent and complementary way. For example, a customer may interact with a brand on social networks, by e-mail or via a chatbot before finalizing a purchase on the website.

To build such a strategy, an in-depth analysis of the customer journey and a customer-centric approach are required. The aim is to follow the customer throughout his or her journey, rather than forcing them to follow a specific path. This requires much greater agility on the part of the company, but we can see that those who have adopted an omnichannel strategy retain an average of 89%* of their customers, compared with 33% for companies that have not.

Enough to make you want to take up the omnichannel challenge!

The challenges of omnichannel customer experience

There are several key challenges associated with omnichannel marketing. One of the main challenges lies in integrating and unifying data from multiple channels. Companies need to ensure that this data is effectively brought together to create a cohesive customer experience.

In addition, maintaining consistency across channels is fundamental to avoid customer confusion. This requires consistent communication and brand vision, whatever the channel. In addition, real-time responsiveness is essential to meet customer expectations for immediate assistance. However, this can pose challenges in terms of resource allocation and agent availability.

Finally, data security and compliance with data protection regulations are major concerns, given the growing volume of customer data collected and exchanged.

Overcoming the challenges of omnichannel sales

To overcome these challenges, companies can leverageadvanced customer data management tools and invest in intelligent automation to manage the increase in interactions. In addition, they need to ensure that their teams share a common vision of brand communication to maintain consistency .

Gathering customer feedback through a variety of channels, such as e-mail surveys or mobile app questionnaires, is essential for gathering direct information.

Indirect feedback, obtained via social networks, e-mail or chatbots, is just as valuable. Finally, feedback deduced from operational data provides a complete picture of the omnichannel experience.

By integrating and linking all this information, companies can create an optimal customer experience, based on the voice of the customer.


Omnichannel customer feedback represents the future of customer relationship management in 2024. However, it is not without significant challenges, including :

By overcoming these obstacles with smart strategies and the right tools, companies can create seamless, consistent customer experiences, boosting customer engagement and loyalty.

Ultimately, the success of omnichannel lies in the ability to deliver an exceptional customer experience, where customers can interact seamlessly with the brand, whatever channel they choose.


* Aberdeen

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