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Ukumaketha kwe-Omnichannel kuveza amakhasimende athembekile futhi abalulekile

Imikhiqizo kumele ihlukanise amasilo aku-inthanethi nokungaxhunyiwe ku-inthanethi ukuhlangabezana nokulindelwe ngabathengi. 

Njengoba isisho esidala sihamba, Igagasi elikhuphukayo liphakamisa zonke izikebhe. Isimiso esifanayo siyasebenza ekukhangisweni kwabathengi okusebenzayo. Umkhankaso onamandla wokusakaza ungaphindaphinda umthelela weminye imisebenzi yezokumaketha, kusukela ekwandiseni iwebhusayithi yakho nokusesha ithrafikhi ukukhulisa ukuzibandakanya kwakho kwezokuxhumana nabantu kanye nokuhlangana kwezindaba zomphakathi. 

Abakhangisi bakwaSavvy bakubonile lokhu iminyaka eminingi futhi basebenzisa amasu e-multimedia ukusizakala ngezinzuzo. Kodwa-ke, ukuqondanisa ubuciko bakho kuziteshi ezahlukahlukene akusenele. Ezimweni zanamuhla ze-hyper-fast, uber-personal, noma iyiphi imakethe yedivayisi, abathengi bashayela ukuvela okusha: i-omnichannel. 

Noma kunini, noma kuphi, noma yikuphi ukubandakanyeka kwedivayisi 
Cabanga ukuthi abathengi bazibandakanya kanjani nemikhiqizo namuhla. Iningi labantu baseMelika lisathutheleka kuthelevishini, kuphela manje sekunefayela le- irimothi esandleni esisodwa ne-smartphone noma i-laptop kwesinye. Sithumela i-tweet, sithumele imiyalezo, sithumele, sifunde, silandele, sixoxe futhi sithenge ngasikhathi sinye nemibukiso esiyithandayo. Izimo ezifanayo zikhona emisebenzini yomhlaba wangempela lapho abathengi bevakashela umthengisi, indawo yokudlela noma umhlinzeki wesevisi. 

Ukuziphatha kwabathengi kushintshe kakhulu kule minyaka eyishumi edlule; brand kufanele iguquke futhi. Okuhlangenwe nakho manje kugeleza kuzo zonke iziteshi, izindawo namadivayisi, kulindelwe ukuthi imikhiqizo ngeke isibone kuphela, kepha izosivumela ukuthi siqhubeke sibheke emuva, kusuka kusikhangiso se-TV kuya kuwebhusayithi, kusuka engxoxweni eku-inthanethi ukuya esitolo, kusuka kuhlelo lokusebenza kuya esikhungweni sezingcingo, konke ngobukhulu obufanayo bokwenza ngezifiso nensizakalo. 

Amakhasimende e-Omnichannel aletha inani elingaphezulu 
Kuyindlela ende, ngokuqinisekile, ikakhulukazi lapho abaphazamisi bemboni bebeka ibha ephezulu yokuqhamuka nokuzibandakanya okungenangxabano. Noma kunjalo, imivuzo ingaba mikhulu. A Ucwaningo lwamuva nje lweHarvard Business Review yabathengi abacishe babe ngu-50,000 XNUMX abathengile bathola amakhasimende e-omnichannel-labo ababenza iziteshi eziku-inthanethi nezingaxhunyiwe ku-inthanethi - babebaluleke kakhulu kulo mkhiqizo. Bachitha imali eningi, ku-inthanethi nasesitolo, bavakashela izindawo zabadayisi ngezitini nodaka kaningi, babethembekile kakhulu futhi kungenzeka batusa lo mkhiqizo.  

Ukwenza ngcono ukuzibandakanya kwakho kwe-omnichannel, landela le mikhuba emihle: 

Dizayina a isipiliyoni sesiteshi-agnostic. Esikhundleni sokucabanga ngokuhlangenwe nakho kwakho kweselula, ulwazi lwakho lwasesitolo kanye nesipiliyoni sedeskithophu ngokwehlukana, hlela kabusha umbono wakho. Khomba ukuthi yimaphi amaphoyinti okuthintwayo nemilayezo okufanele kube yiyo, ngokungakhathaleki ukuthi ikhasimende lifinyelela kuphi kuwe. Yonke into oyiklanyayo kufanele ibhekane nalo mbuzo olula: Ungayenza kanjani impilo yomthengi yakho ibe lula ngangokunokwenzeka? 

Hlukana ama-silos enhlangano. Okuhlangenwe nakho okuhle kakhulu kwe-omnichannel kunokulula emgodleni wayo. Abathengi babheka indawo ye-TV, bathumela ikhodi ye-SMS ukwenza ingxoxo eku-inthanethi bese behamba ngaphandle komthungo ku-oda lwasesitolo, nazo zonke iziteshi ezintathu zisebenza ngokuzwana. 

Eqinisweni, ukufeza lelo zinga lokuxhumana kungadinga ukuhambisa izintaba, ikakhulukazi lapho iminyango ehlukene ilwela ukulawula. Okuhlangenwe nakho kweqiniso kwe-omnichannel kuvela ekubambisaneni nasekusebenzisaneni, ngemininingwane, izinhlelo, ubuciko, abasebenzi kanye nobuholi ekuqondanisweni. Amathimba wedijithali, brand, service kanye nezitolo kufanele adlulele ngale kwemingcele engenangqondo, ngaphakathi ukuze abeke umuzwa wamakhasimende phambili. 

Thola okungathí sina mayelana ne- idatha. Akunandlela yokuzungeza. Kuthatha idatha ecebile ukunika amandla ukuzibandakanya kwe-omnichannel. Futhi njengohlaka lwakho lobuholi, idatha yakho kufanele ihlangane ngaphezu kwemingcele yenhlangano. Lokho kusho imininingwane yolwazi nezinhlelo ezingasekela ukubuka okungama-360-degree kwamakhasimende akho futhi kwabelane ngokusebenzisana kwabathengi, ngesikhathi sangempela, ngaphandle kwedivayisi noma isiteshi. 

Beka ngenye indlela, ingabe umthengi wakho angacela isigqebhezana se-SMS esifakwe kwisikhangiso sakho se-TV futhi alayishe inqola yokuthenga ku-smartphone yabo? Ngabe iqembu ledijithali lizokuqonda ngesikhathi sokuletha isikhangiso esiku-inthanethi noma i-imeyili ebhekiswe ngakusasa? Futhi lapho umthengi wakho ebuyela enqoleni yakhe ukuyothenga, kulokhu kukhompyutha ephathekayo, ingabe ulwazi lomkhiqizo luzohlangana? 

Ukuvuselela isiko lenkampani yakho kunhlangano yeqiniso ye-omnichannel kuthatha isikhathi, kepha zonke izinyathelo eziya phambili zikusondeza ekuphenduleni Yebo

Sebenza ngobuchule, hhayi kanzima. Umkhankaso osebenzayo we-omnichannel uthatha indlela ephelele: eyodwa lapho abezindaba, ubuciko nokuguqula basebenza ngokuvumelana. Xhumana nathi ukuxoxa ukuthi ungawuguqula kanjani umkhankaso wakho olandelayo wokusakaza.

UChuck Hengel

Ukumaketha kokusebenza kugcwele osomabhizinisi be-eclectic. Ngakho-ke lapho kufika isikhathi sokukhetha ukuziphilisa, uChuck Hengel osemncane wathatheka yile mboni eyimbumbulu yabasunguli nabahlanya. Wayenobuchopho bezinombolo futhi engomunye wabakhangisi abasebenza kakhulu ezweni lakhe egcekeni lakubo, ngakho-ke wasika amazinyo akhe ahlanganisa idatha eFingerhut. Ngo-1997, uChuck wasungula ama-Marketing Architects

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