Customer-centric design is a requirement for omnichannel

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For example, the Nest smart thermostat automatically adjusts the temperature and is controlled via a smartphone app. The company Nest Labs is now working with energy companies so that it can use their data to optimize its services. Nest now offers a service called 'Rush Hour' with this data. The service lowers the temperature during peak hours and ensures that the air conditioning does not run all day, so that constant use of energy is no longer necessary.

Being able to (re)cognize the customer means that brands need to be organized around the customer and not around a product or a channel. An important part of this is setting cross-channel objectives that reinforce each other and are not conflicting. This means that the well-known silos in organizations need to work together more and ultimately dissolve.

Brands also need to develop customer-centric expertise across customer touchpoints, with listening, interacting and collaborating with the customer at the core. Continuously collecting and analyzing the right internal and external data is crucial. In addition, employees need to be rewarded for their contribution to the perfect customer experience, of course in the context of the (cross-channel) business objectives.

Multi Channel Readiness Model
The challenge for many existing brands to achieve the jordan phone data above is to (re)organize processes and link often outdated systems and databases. This setup enables you to respond flexibly and quickly to the needs of your customers with the latest technologies. As a brand, you are ultimately able to increase customer satisfaction, customer loyalty and customer value. Using the Multi Channel Readiness Model, you determine where your organization stands. Download the model here (PDF) .

In the future, omnichannel is a dissatisfier
At the moment, we see few brands that really have a successful omnichannel strategy and are actually able to structurally increase their customer satisfaction and customer value. This is also difficult, because an important starting point is making the right choices; which channels are you going to use or not? The needs of customers, the product and service category(ies) of your brand, the technological possibilities of the channels and the playing field play a major role in this. In addition, collecting and analyzing data and the (re)design of the organization takes up a lot of time.

We have to keep realizing that customers are getting higher and higher expectations. So; the brands that invest in omnichannel now will have an advantage in 10 years, because in the future an omnichannel strategy is an important condition to even be allowed to participate in the game.