Issue 7: Beware of these common omnichannel engagement pitfalls
Welcome to the 7th in our Navigator365™ Insights series. Designed to explore key concepts in omnichannel engagement and demonstrate practical uses of Navigator365™, these were sent as emails to help our active users harness the full power of the platform, but the valuable insights they offer are just as relevant to anyone involved in omnichannel strategy and engagement.
When moving to an omnichannel mindset for your customer engagement, it’s worth being aware of some of the typical omnichannel pitfalls:
- Omnichannel is not about adding only digital channels to the mix. Some offline channels continue to do well and should be considered too.
- Many still tend to see digital as a playground, or simply a way to spend the remainder of the Q4 budget. A failure to see digital as a strategic investment will lead to overall failure.
- Digital is often associated with innovation: “when we do something digital, we do something innovative”. In The New Normal, digital is simply another commodity, and factors like reach, engagement and cost take precedence.
- Very often, digital is seen as a channel in isolation, while the strongest impact is achieved when all channels – including key offline channels – are activated along the customer journey in a well-orchestrated way.
- Digital is often seen as a way for reps to enhance engagement with target groups. While this is true, such a stance is too limiting. In fact, digital offers a transformational opportunity to expand engagement beyond traditional channels, allowing you to reach new and influential stakeholders cost-effectively.
- Digital is seen as a substitute for face-to-face. In most situations, this is not the case. It is a very cost-effective way to amplify the offline activities of the field force, meetings, MSLs, and more.
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