Modern CX professionals place a lot of emphasis on the concept of omnichannel. But is an omnichannel approach to building customer loyalty right for every business, especially those with limited resources?
Recently, we asked our Twitter community to weigh in on the question: Should small and medium-sized businesses take an omnichannel approach to building customer loyalty, or focus on a specific channel? A number of renowned customer experience advisors, thought leaders, and industry professionals shared their insights with us on the evolution of brand loyalty and what this means for the business-to-business (B2B) and business-to-consumer (B2C) spaces. Continue reading to see their answers.
Question: Should small to medium-sized businesses take an omnichannel approach to building customer loyalty, or focus on a specific channel?
They need to prioritize channels and go where their customers are. Quality is key, even if you can’t get to all channels.
— Carla Johnson, Author of Experiences: The 7th Era of Marketing, @CarlaJohnson
As my mom always said, “Don’t put your eggs in one basket.” I think mom’s wisdom holds true for SMBs. Yes, please have an omnichannel approach. As we’ve seen of late with Facebook, it would be a devastating mistake for a brand to only focus on one channel. Channels may come and go.
— Tamara McCleary, CEO of Thulium, @TamaraMcCleary
Work up to omnichannel by getting a solid footing on the basics. Then, layer in more channels as [you] do each one well. This includes owned and earned channels, all integrated with continuity. A finely woven thread.
— Lynn Abaté-Johnson, CEO, People Forward, @PeopleFW
For more insights from some of today’s leading influencers, check out other articles in our tweetchat series including How to Win Customers and Increase Brand Loyalty, Tips to Maintain Brand Loyalty in Today’s Disruptive World, and 4 Customer Loyalty Goofs: Are You Guilty?