Prevent dropouts & make your organization omnichannel-proof [checklist]
Posted: Sat Jan 18, 2025 5:47 am
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How do you go about orienting yourself on the purchase of a new product? There is a good chance that you start with a search engine. The result: a large number of suppliers to choose from. Try to stand out as a company… Unfortunately, I see that organizations do not seem to realize enough the importance of good product information and content – whether they are involved in B2B or B2C sales.
There are enough examples of companies that offer unstructured and inconsistent content online. Let alone that they position their products attractively at the various touchpoints by enriching them with commercial information by enriching them with commercial information . And that while a good product experience is so important in e-commerce. After all, the customer decides for himself how he or she informs himself and through which means (smartphone, tablet, laptop, etc.).
Rich product information is the way to communicate and crucial for success in omnichannel . But it requires a major change within the organization. Are you actually ready for product content management, and in a broader sense: for omnichannel commerce? Ask yourself the following five questions.
1. Does the organization have a vision or strategy focused on customer contact and customer experience?
What I still see happening now is argentina telegram number list that companies think: "We need a webshop!", and then implement one right away. Without thinking about a strategy and the changes in consumer behavior. Remember that customer contact is a crucial part of your communication mix, just like marketing and PR.
That is why it is important to translate your business strategy into an omnichannel approach. Also realize that customer contact is very different than years ago. Previously, only one channel was important – the physical store, the internet or another touchpoint . Now an integrated approach is essential. Customers search for information in different ways and increasingly order products on mobile. So make sure that the information you offer is tailored to the specific touchpoints .
Remember that customer contact is a crucial part of your communications mix, just like marketing and PR.
Customer dropout should no longer be an option
You can no longer do without a responsive design for your webshop. Information must be so easy to read and products so easy to order that dropping out is no longer an option for the customer. Set up your product content management accordingly. There is nothing more irritating for a customer than searching for a specific article via Google and then ending up on the supplier's homepage.
Your ultimate goal: the customer thinks of nothing else during the entire customer journey than your product or service. To do this, first take a critical look at your current strategy and vision. Do they offer opportunities for success? If the answer is 'yes', then you can go to point two of the checklist. If not, then look for an organization that can help you make that vision future-proof. And then preferably choose a party with experience in omnichannel and customer engagement commerce .
2. Are there stakeholders at board level?
It seems logical to implement change processes from the bottom up. The business knows what is happening in the market, what the needs are and how the new way of communicating should be implemented. But no matter how well thought out and considered your plans are, if the management does not give the go-ahead for the new strategy, you can practically start over. I therefore advocate a top-down approach – but one in which the information from the organization plays an important role.
How do you go about orienting yourself on the purchase of a new product? There is a good chance that you start with a search engine. The result: a large number of suppliers to choose from. Try to stand out as a company… Unfortunately, I see that organizations do not seem to realize enough the importance of good product information and content – whether they are involved in B2B or B2C sales.
There are enough examples of companies that offer unstructured and inconsistent content online. Let alone that they position their products attractively at the various touchpoints by enriching them with commercial information by enriching them with commercial information . And that while a good product experience is so important in e-commerce. After all, the customer decides for himself how he or she informs himself and through which means (smartphone, tablet, laptop, etc.).
Rich product information is the way to communicate and crucial for success in omnichannel . But it requires a major change within the organization. Are you actually ready for product content management, and in a broader sense: for omnichannel commerce? Ask yourself the following five questions.
1. Does the organization have a vision or strategy focused on customer contact and customer experience?
What I still see happening now is argentina telegram number list that companies think: "We need a webshop!", and then implement one right away. Without thinking about a strategy and the changes in consumer behavior. Remember that customer contact is a crucial part of your communication mix, just like marketing and PR.
That is why it is important to translate your business strategy into an omnichannel approach. Also realize that customer contact is very different than years ago. Previously, only one channel was important – the physical store, the internet or another touchpoint . Now an integrated approach is essential. Customers search for information in different ways and increasingly order products on mobile. So make sure that the information you offer is tailored to the specific touchpoints .
Remember that customer contact is a crucial part of your communications mix, just like marketing and PR.
Customer dropout should no longer be an option
You can no longer do without a responsive design for your webshop. Information must be so easy to read and products so easy to order that dropping out is no longer an option for the customer. Set up your product content management accordingly. There is nothing more irritating for a customer than searching for a specific article via Google and then ending up on the supplier's homepage.
Your ultimate goal: the customer thinks of nothing else during the entire customer journey than your product or service. To do this, first take a critical look at your current strategy and vision. Do they offer opportunities for success? If the answer is 'yes', then you can go to point two of the checklist. If not, then look for an organization that can help you make that vision future-proof. And then preferably choose a party with experience in omnichannel and customer engagement commerce .
2. Are there stakeholders at board level?
It seems logical to implement change processes from the bottom up. The business knows what is happening in the market, what the needs are and how the new way of communicating should be implemented. But no matter how well thought out and considered your plans are, if the management does not give the go-ahead for the new strategy, you can practically start over. I therefore advocate a top-down approach – but one in which the information from the organization plays an important role.