Program Details

The Omnipotent Omnichannel

Customer experience in the new digital era relies heavily on contextual engagement

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Overview

When a consumer has a bad online experience, they’ll get frustrated and click away. If they escalate to live agents and have to explain their situation over and over again, they’ll get angry and abandon the brand. Today’s consumer expects an easy-going customer experience, and marketers are on the hook to deliver it.

 

Great experiences are built on contextual interactions. Marketers need to see the complete history of digital interactions — email, live chat, voice calls, SMS texts, social media — in order to quickly help the consumer in their moment of need. They need a unified view of interactions and an effective way to engage, such as self-service, cobrowsing and personalized video.

 

The CMO Council, in partnership with Acquire, is taking a hard look at the omnichannel experience in a digital-first world. We’re investigating where marketers are succeeding and what steps they can take to get better today, as well as how to plan for the future.

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The marketing mantra used to be that content is king, but content without context won’t help the consumer in their moment of need. This is especially true in e-commerce where consumers want immediate results lest they click away to a competitor. In many ways, consumers want a brand to be omnipotent, knowing who they are and what they need as they flit from channel to channel.

 

There’s much at stake, given the pandemic’s acceleration of e-commerce. The number of online orders in the United States doubled last year. Signs show e-commerce will continue its trajectory long after the pandemic. This means brands must deliver a delightful online shopping experience similar to the one in a physical store.

 

Along with a consumer’s sky-high expectations, frustration boils over easily.

 

The CMO Council found that 71% of consumers want a blend of both physical and digital channels. Yet 87% of consumers find it frustrating when having to repeat themselves in multiple channels. This frustration has led to 73% of consumers questioning why theyre spending with the brand in the first place.

 

At the heart of this frustration is a brand that doesn’t have a good enough view of the consumer, in particular, a historical view of engagements. In other words, marketers need to know their consumers better and give them a seamless omnichannel experience under great expectations. This is the new competitive playing field.

Research: Survey & Reports

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Curated Facts & Stats

Omnichannel shopping is ascendant, with about 60 to 70 percent of consumers researching and purchasing both in-store and online across categories.

Source: McKinsey & Company

Almost half of consumers last year (2021) started their holiday shopping way before Thanksgiving and Black Friday.

Source: AdWeek

By 2025, mobile e-commerce is expected to constitute 10.2% of all retail sales in the US.

Source: The Drum

44% of retailers are chiefly concerned with how a lack of real-time data can lead to decisions made on inconsistent or outdated information.

Source: Retail TouchPoints

50% of grocery shoppers buy groceries online at least occasionally.

20.9% of buyers check the online ratings of businesses before deciding to engage with them.

Source: PR Newswire

92% of people who tried online shopping in 2019 became eCommerce converts.

Source: McKinsey & Company

The omnichannel shopping experience is favored by nearly 70% of millennials.

Source: Forbes

Well over a third of businesses (37%) are now exclusively using first-party data to personalize customer experiences.

Source: Venturebeat

While most customers expect personalisation, less than half (40%) say they trust brands to use their data responsibly and keep it safe.

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Program Themes

  • eCommerce
  • Digital Marketing
  • Artificial Intelligence