How to Create a Seamless User Experience Across Channels
By Fern Phillip-Mahon
For enterprises that want to exceed customer expectations and gain an advantage over their competitors, creating a seamless user experience that spans websites, mobile devices, and other channels should be the highest priority.
Accomplishing this means embracing a digital strategy that champions omni channel experience design. This article will explain the importance of doing just that, along with the benefits it can provide enterprises, and how they can achieve it with the right toolset and supporting cast.
Being Everywhere at Once is Becoming a Necessity
Omnichannel is far from a new concept, even for the average consumer. What might seem like a natural occurrence can sometimes be overlooked for the complexity of achieving it. For example, a typical B2B customer journey might look like this:
Peter, a procurement manager, starts his journey for a specialized part on his desktop, exploring supplier sites and subscribing to industry newsletters. His research continues on a smartphone, comparing prices and specifications.
An email from a supplier catches his attention, highlighting a suitable product and an attached whitepaper. Sharing this with his team during a video conference, they collectively decide to purchase. The transaction is completed on a laptop, securing the desired product.
The experience culminates with an in-person meeting at the supplier’s office, where a product demo leads to negotiations for a beneficial long-term partnership. This seamless transition across multiple devices and platforms encapsulates the essence of an effective omnichannel strategy and can be seen whether enterprises are catering to a B2B or a B2C audience.
The Need for an Omni Channel Experience Design
Omni channel experience design refers to a UX design approach that focuses on the overall quality of interactions between customers and a business. It ensures a holistic experience for the customer, preventing quality dips as they move from channel to channel.
The modern consumer, like Peter in our example, isn’t only going to visit a company’s website, know exactly what they want, and hit purchase. Interactions will also occur on social media platforms, mobile apps, email, and brick-and-mortar stores. Even for B2B customer journeys like Peter’s, omnichannel experiences have become table stakes and will have a pivotal part to play in meeting customer expectations.
Achieving Omni Channel Experience Design
Omni channel experience design requires a customer-centric approach to be successful. But what does that look like?
Leading brands like Netflix and Spotify have mastered how to design for omnichannel. Whether you choose to access any of these platforms via a website, a mobile app, or an in-home smart device, the high-quality browsing experience remains the same. Also, each device is connected, and the transitions between them are seamless.
To accomplish this during the UX design process, it’s essential to focus on a few key areas:
User requirements gathering
Conduct audience research via surveys, user testing, and interviews to understand the audience’s behaviors and interests. Knowing what your audience needs before focusing on the channels where you will reach them will provide them with the experiences they truly desire.
Customer journey mapping
Map every potential customer interaction with the brand to identify customer needs, pain points, and moments of delight at each journey stage.
Consistency in design across all channels is key to a seamless omnichannel experience. This involves maintaining a consistent brand voice, look and feel, and user interface. It ensures that customers have a unified experience no matter where the interaction occurs.
Ensure that websites or apps display optimally on any device, whether a desktop, tablet, or smartphone, as customers toggle between them throughout the journey.
Effective omnichannel experience design extends beyond purchase interactions. It includes providing consistent and effective customer support even after the customer journey might have traditionally ended.
How a Seamless User Experience Benefits Enterprises
Creating seamless user experiences via omni channel experience design can benefit enterprises in several ways.
After having a frictionless experience with a brand, customers are more likely to engage repeatedly and eventually become loyal advocates. By providing them with an integrated, personalized approach, enterprises can make customers feel valued and understood, increasing their trust and commitment to the brand.
Better Insight into the Customer Journey
Facilitating a seamless user experience requires a connected experience on the customer-facing front and the backend, where data on customer interactions is recorded.
A seamless user experience, facilitated by an omnichannel approach, means tracking customer interactions across all touchpoints. Doing this gives businesses a holistic view of the customer journey, enabling them to identify trends, preferences, and pain points accurately. These insights can then be used to optimize the customer experience further.
Increased Customer Exposure
By offering a seamless experience across multiple channels, enterprises can increase the opportunities for customers to interact with them. This can lead to increased brand awareness and exposure as customers engage with your brand on the platforms and channels they prefer, thus amplifying potential touchpoints. Customers who might have only interacted on one channel can be directed to other channels to purchase more products and continue the journey.
Improved Operational Efficiency
An omni channel approach can streamline processes and reduce inefficiencies. For example, it can help avoid duplicated efforts across channels, reduce customer service issues by providing consistent information, and enable more accurate demand forecasting by providing a holistic view of customer behavior.
Assembling the Right Toolset to Surpass Customer Expectations
Designing for omni channel can help enterprises better serve their customers’ needs. However, it requires a multifaceted approach that includes UI/UX design, headless content management, and web and mobile design. Plus, the strategic insight to seamlessly integrate these elements.
Content Bloom provides end-to-end digital consulting services that can help businesses achieve their omni channel design goals. Our services can help enterprises build agile, beautiful, and functional user experiences across all digital channels through cutting-edge and responsive custom development.
Whether you need to launch bespoke websites or applications using leading cutting-edge headless technologies or build software applications that solve current and future business challenges, Content Bloom can help you to succeed.
ICU Medical, a leading medical technology provider, needed to present a single, consistent brand and user experience to visitors, clients, and customer service teams. With Content Bloom’s assistance, they could select and migrate to a new CMS, with Content Bloom managing the implementation and hosting process.
Learn more about how ICU Medical built an omni channel experience by reading the case study: Content Management for Consistent UX.
How do I create an omni channel experience?
Creating an omnichannel experience begins with understanding your customers and their journey. You must map out the different touchpoints and channels they interact with, recognizing that they may move fluidly between online and offline and across various devices. Once you’ve identified these touchpoints, ensure design consistency, including your brand voice, aesthetics, and user interface.
What are the four pillars of omni channel?
Taking a customer-centric approach, integrating multiple channels, leveraging personalization, and using data-driven decision-making are the four pillars of a successful omnichannel marketing strategy.
Get the latest industry news, articles, and updates.
(No junk. Just the good stuff.)
How Human-Centered Design and Empathy Can Transform Digital Experiences
Discover the essentials of human-centered design, focusing on empathy-driven strategies.
Delivering Seamless User Experiences: The Case for Self-Service Portals
Enterprises need to prioritize quick problem-solving to provide the most engaging CX possible.
The Importance of Digital Accessibility: How to Design for All Users
As organizations recognize the need to serve diverse audiences, digital accessibility has become critical.