Omnichannel Customer Experience Omnichannel Customer Experience

Omnichannel Customer Experience


Table of Contents

What is an Omnichannel Customer Experience?

An omnichannel customer experience refers to when customers can interact with an organization over a myriad of channels, digital and non-digital, as a part of a seamless customer journey. We live in a time where an increasing amount of customer-brand interactions are taking place through digital channels. Customers expect brands to keep up with the times by providing a consistent and frictionless customer journey as they shift from one channel to another.

Omnichannel customer experiences are not just advantageous to customers but to organizations as well. Within this article, we will explore omnichannel customer experience to understand what it is, how it is used, and the ways in which it benefits organizations and their customers.

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What is the Difference Between an Omnichannel CX and a Multichannel CX

Omnichannel Customer Experience Omnichannel Customer Experience

The concepts of multichannel and omnichannel are often confused, although they have distinct characteristics. 

When an organization provides customers with a multichannel customer experience, they interact with customers through multiple different channels. Each channel is siloed from the others, creating friction within the customer journey and making it hard to acquire customer data that is unperforated and complete.

When an organization provides customers with an omnichannel customer experience, similar to multichannel CX, they interact with their customers through multiple different channels. However, unlike in a multichannel customer journey, all the channels in an omnichannel customer journey are connected. All the data and interactions across all channels are integrated, allowing the brand to provide customers with seamless and consistent experiences. 

Advantages of an Omnichannel Customer Experience

There are copious advantages to providing an omnichannel customer experience, including: 

  1. Increased Customer Satisfaction: Omnichannel CX means that customers can connect with your brand across their preferred channels while having consistent and seamless experiences; this will boost customer satisfaction. 
  2. Improved Customer Retention: Omnichannel CX is more seamless than multichannel CX and helps ensure that customers have a smooth and effortless experience across all touchpoints, regardless of the channel. This helps improve customer retention and boosts revenue. 
  3. Provides Access to a Larger Audience: When organizations have the ability to connect with customers through a range of different channels, they are exposed to a wider variety and larger number of potential customers. Additionally, customers will also appreciate when they can connect with brands through their preferred channels/platforms. 
  4. Improved Data Quality: Omnichannel customer journeys allow brands to acquire better data on their customers as it provides a holistic depiction of CX that can reveal positive experiences as well as pain points. 

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How to Create an Omnichannel Customer Experience Strategy

Shifting from a single-channel or multichannel strategy to an omnichannel one can be a tedious and time-consuming process. However, when executed correctly, an omnichannel strategy can be very advantageous to your organization. 

You can use the following steps to create an omnichannel strategy that is tailored to your customers: 

  1. Understand your customer: Gather customer feedback to gain a deeper understanding of your target audience; their interests, behaviours, and needs. Additionally, social listening tools can also be used to get an idea of customer opinions and sentiments. 
  2. Select the Right Channels: Once you’ve researched your target audience extensively, you should have an understanding of which channels they prefer most as well as what they use these channels for. This information will allow you to select all the right channels your business can use to interact with customers. 
  3. Dedicate a Purpose to Each Channel: After you’ve selected the channels that your business will use to interact with customers, you must dedicate a clear purpose to each channel. For example, social media platforms can be used to upload content that will resonate with your target audience and increase the reach of your brand while text messages can be used to send customers updates on your latest offers and promotional campaigns. 
  4. Connect your Channels: The next step involves connecting all your channels. This part is the most tedious as it requires the right kind of technology that will allow you to keep track of your customers across all channels and touchpoints. This step must be executed effectively in order to provide customers with a truly seamless experience. 

Continue to Improve the Experience: The best omnichannel customer experience strategy is one that is continuously being reviewed and enhanced. Therefore, it is important to keep on collecting customer feedback and testing your strategy so that you can keep up with customers needs, wants, and expectations.

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An omnichannel customer experience exists when customers can interact with a brand through multiple different channels while experiencing a seamless and consistent journey throughout.

A multichannel experience is one that allows customers to interact with a brand through multiple siloed channels. An omnichannel experience, on the other hand, allows customers to interact with a brand through multiple different channels that are all connected so that customers receive a seamless and consistent experience across all channels. 

 A few key advantages of an omnichannel customer experience are;

  • Access to a larger audience
  • Improved data quality
  • Increased customer retention

The following steps can be used to create an effective omnichannel strategy;

  1. Understand your customer
  2. Select the Right Channels
  3. Dedicate a Purpose to Each Channel
  4. Connect your Channels
  5. Continue to Improve the Experience

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