The Role of CRM in an Omni-Channel Strategy

Omni-Channel strategy – It sounds like something straight out of a business textbook.

But the concept behind it is pretty simple to understand and one that holds immense potentiality.

An Omni-Channel strategy is a business approach that brings together all the major functions of a company on one platform or on one interface, making the business a smooth-sailing affair and business leaders less stressed and more productive.

What Role Does a CRM Have to Play in an Omni-Channel Strategy?

A CRM (customer relationship management) solution has a major role to play in an Omni-Channel strategy since it unites customer interaction occurring at every level of the business:

• It expands the management’s awareness about how the business is communicating with its customers at every touchpoint.
• With customer communication under its wing, the business becomes capable of automating daily repetitive tasks which would otherwise soak up a major chunk of its resources – mainly, time, revenue, effort.
• Automation brings with it a steady rise in productivity levels as multiple departments are now working together towards communicating with customers in a streamlined manner.

Here Are Three Ways in Which Crm Contributes Towards an Omni-Channel Strategy:

1. Omni-Channel Helpdesk:

A big part of customer relationship is a business’s helpdesk, irrespective of the nature of the business. An Omni-Channel helpdesk is one that has multiple departments with a single source of customer communication. Here are a few areas where a CRM jumps in with its Omni-Channel strategy:

• Chat Helpdesk Team: Customer service agents assigned with chat interactions communicate with customers through an omnichannel CRM
• Payments Team
• Email Tickets Team
• Call Centre
• Service Centre

2. Omni-Channel Customer Support:

Omni-Channel customer support means being available as a business, as one unit, and from one place, whenever a customer tries to initiate contact.

• Social Media Platforms:  A CRM’s Omni-Channel strategy enables customer support agents and teams to respond to customer contact on different social media platforms from a single source.
• With a CRM’s Omni-Channel strategy for customer support, teams located in geographically separated locations and branches of the business unite on one platform and interface.

3. Omni-Channel Marketing:

Omni-Channel marketing is being able to market the right products at the right time and add value to your customer’s purchases. CRM enables Omni-Channel marketing in the following ways:

• Multi-Portal Listings: A real estate company can connect their property listings on multiple real estate portals and source leads, enquiries on the CRM.
• Multi-Booking Platforms: A hotel chain or a travel company can connect multiple booking platforms, and market discount packages, special offers, and more.

Conclusion: 

A CRM plays a major role in an Omni-Channel strategy and helps businesses run an Omni-Channel helpdesk and customer support driven by experience and engagement. A CRM also helps market a business’s products and services by bringing together departments and branches on one interface.