According to a study by OnePoll, 48% of companies say that a multi-channel strategy saves time and money, the other 86% acknowledge having a presence on social networks. These figures testify to the massive use of new communication channels from the existing businesses.
However, these figures mask a number of recurrent problems in orchestrating a multi-channel strategy. There is still a weak link in this multi-channel strategy. We have identified 4 main.
1. Forgetting to communicate the existence of these channels
Developed several channels is good, communicate their existence is even better
2. Social CRM thoughtless
The Social CRM or SRM (Social Relationship Management) denote the different practices used to communicate through social networks. There must be a true reflection on the strategy to be developed on these. Indeed SRM is a very powerful tool that is in the continuity of the brand. Besides interactions with your community that provides highly relevant feedback.
3. The human channel we forget too quickly
The use of human is essential and even become a differentiating factor in the establishment of a customer service directly related customer-hotel. The H2H human to human, the digital marketing trend in 2015 through tools relationship and customer support information sharing can help to develop and enhance a personal relationship.
4. A multi-channel that derail
The different channels borrow your users to access your products and services generate large quantities of data, the data should be well exploited. Conventional tools like CRM recover these elements but however limited to a channel by channel vision of the data collected. The DMP (Data Management Platforms) are the new generation of tools to unify data from multiple channels to make personalized recommendations for each customer.
Consistency in the use of different communication channels available to you is paramount. The rule is the same for the data you harvest: the databases of the need to be structured in order to rapidly exploit these data and sharpen your strategies to reach the omni-channel.