By: Fabrizio Salanitri

As technology continues to progress, customer expectations are increasing, creating new challenges for businesses’ marketing strategies. Marketing has transformed from merely advertising a product or service to a more advanced and complicated method of engaging with potential clients. The significance of delivering outstanding customer experience (CX) is emphasized as it is crucial for a business’s long-term success. This requires consistency in every customer interaction through multiple channels.

In today's fast-paced world, companies find it challenging to reach customers who are constantly on the move. Therefore, omnichannel has become a necessary approach that allows companies to maintain connections with their target audience. This approach involves using messaging apps like WhatsApp, Telegram, Viber, and more; social networks including Instagram, Facebook, and others; and SMS marketing to provide a unified customer experience through multiple platforms and devices. The omnichannel approach aims to create a seamless and user-friendly experience for each customer, regardless of the channel they choose. The approach integrates the business's digital assets into a cohesive, seamless experience that is available through any customer’s preferred touchpoint.

Omnichannel approach for consistent CX

Having a consistent and unified customer experience across different channels leads to higher customer satisfaction and improved business performance and growth. It saves time for both customers and businesses and presents a unified brand image through personalized interaction.

Therefore, feature-rich omnichannel solutions are a key tool for meeting these expectations and delivering exceptional customer satisfaction today. These kinds of solutions allow customers to communicate with a business across multiple channels, without losing the context of their conversations or having to repeat themselves. This can greatly improve the customer experience, as it allows them to choose the channel that is most convenient for them at any time.

In addition to convenience, omnichannel solutions enable businesses to provide their audience with a consistent level of service and support across all channels. Thus, they can build trust and loyalty with customers, as they know they can expect the same high-quality experience no matter how they choose to communicate with the business.

Moreover, these kinds of solutions can help businesses personalize the customer experience by using customer data from all channels to tailor communication and offers to the individual customer, thus building stronger relationships with customers and increasing loyalty.

Another key benefit of omnichannel solutions is the ability to handle customer inquiries more efficiently. By having a complete view of the customer’s interactions across all channels, businesses can resolve issues more quickly and accurately, improving the overall customer experience.

Buy or build an omnichannel solution?

The advancement of digital technology has pushed brands into the CX-driven world where personal and seamless communication across all channels is a basic necessity. While companies are seeking better ways to design and provide exceptional experiences, many are considering investing in software that could deliver omnichannel communication. Prior to recent years, companies opted to create custom applications in-house due to concerns that third-party solutions would not meet their specific needs or integrate with existing systems. Unfortunately, many of them did not consider company resources in terms of budget and experienced staff for custom development, so this approach often resulted in a long and costly process. Due to the fact that many unpredictable costs can occur during this process and employees are less available for day-to-day business, company growth can slow during in-house software development. Additionally, the IT team may face challenges after the development phase regarding continuous updates of their architecture, integration of new technologies, and collection of user data while keeping up with the pace of digital innovation and the increasing demand for personalized customer experiences. On the other hand, although ready-made omnichannel solutions may look more expensive