What is OMO Strategy?
An OMO strategy transforms customer experience by blending the advantages of online and offline services. For example, consider a service where customers try cosmetics in physical stores and then purchase them online. While it might seem like a typical use of physical stores and e-commerce, the OMO strategy takes customer support a step further.
Chatbots, video communication, and messaging can provide customer support when physical stores are low on staff. E-commerce sites can offer remote support through chat, video communication, and mixed reality (MR) technology. The OMO strategy is especially effective for products that need to be experienced before purchase, such as furniture, PC equipment, and climbing gear.
An OMO strategy in customer support requires a consistent approach that eliminates the distinction between online and offline channels. It needs to treat them as one unified service to enhance the customer experience. This unified customer experience is crucial for creating a seamless customer interaction, as it integrates both online and offline touchpoints effectively.
Glossary of Terms Related to OMO
- Before Digital: Refers to an era when offline services were the focus. Services were primarily provided in physical stores, with occasional use of digital online services.
- After Digital: An era where OMO is key. It represents a shift from separating online and offline experiences to merging them seamlessly.
- Online to Offline: Refers to guiding customers from online platforms (like websites) to physical stores, often emphasizing human support in stores.
- Multi-channel: Describes a setup where a company operates multiple sales and customer support channels (physical stores, e-commerce sites, catalog mail orders, etc.) separately, without integration.
- Omnichannel Experience: Refers to an integrated approach where multiple channels are linked and operated together, with customer data and inquiry history managed centrally.
- OMO (Online Merges with Offline): Focuses on creating a unified customer experience without distinguishing between online and offline channels. For example, a single product inquiry or purchase seamlessly transitions across channels.
Five Tools for Your OMO Strategy Implementation
- Chatbots: Traditionally used on websites, chatbots are now increasingly available in physical stores. They allow customers to get immediate answers about products, regardless of staff availability. For example, in the U.S., QR codes on products enable customers to interact with chatbots directly from their smartphones.
- Mobile Apps: Leveraging customers’ smartphones is crucial for an OMO strategy. Mobile apps can facilitate orders, payments, and inquiries, whether customers are in-store or browsing online. Visual IVR (VIVR) can also be used to support self-resolution from smartphones.
- Digital Signage: Many companies use digital signage in their OMO strategies, often combining it with AI chatbots and digital humans to provide enhanced customer support.
- Data Management Tools: Effective OMO strategies require seamless integration of offline (physical stores, call centers) and online (websites, chat) data. Tools that integrate well with existing CRM systems are essential. For example, LivePerson’s Conversational Cloud integrates effectively with many different CRM and ERP systems.
- Channel Management Tools: These tools help manage inquiries across multiple channels. Modern contact center systems specializing in omnichannel communication allow customers to switch seamlessly between channels (such as chat to phone call), providing a cohesive experience.
Pro Tip: Does all this seem overwhelming? Don’t despair. A trusted partner like CBA can help you make sense of these customer service tools and implement them with success. We’ve been helping customer service teams to innovate for over 17 years, and are ready to help you soar as your trusted partner. Contact us today for a free consultation on OMO strategy.
Successful OMO Strategy Case Study: Ping An Insurance
Let’s look at Ping An Insurance Group, a leading Chinese insurance company, as an example of OMO strategy best practices:
- Vehicle Insurance: Ping An has implemented a video call center for prompt accident investigations and claims processing. For instance, in May 2022, a resident in Shanghai used Ping An’s video call service to complete a damage investigation and claim process in just 3 minutes and 40 seconds. Compare this with the previous process of sending an investigator to the site of the accident. This rapid process showcases a successful OMO strategy for improving customer engagement.
- Medical Services: Ping An provides medical services through a mobile app, allowing users to find reputable medical institutions, make reservations, and even consult doctors via chat. This is especially valuable for patients in remote locations, who do not have easy in-person access to a doctor. This example highlights how to implement OMO strategy in customer support.
- Marketing Measures: Instead of relying on broad demographic data, Ping An uses “individual data” to analyze each customer’s information in detail, allowing for highly personalized services that increase customer satisfaction.
- Enhanced Human Services: While OMO strategies often focus on digital measures, Ping An also emphasizes real-life services. They have increased the number of sales representatives to offer personalized support using data collected online.
Why Should You Engage in OMO Now?
Many companies are adopting OMO strategies in customer support because consumer values are changing dramatically. With the spread of high-speed internet and smartphones, consumers now expect a seamless experience from purchase to consumption. They value a stress-free, personalized customer journey that perfectly suits their preferences.
Implementing an OMO strategy can prevent lost opportunities, increase short-term sales, and boost long-term customer value (LTV). Using effective tools and best practices for OMO strategy implementation can significantly enhance your customer engagement and overall service delivery.
Final Thoughts
An OMO strategy involves leveraging the benefits of both online and offline channels to enhance the customer experience. Key tools for advancing this strategy in customer support include chatbots, digital signage, mobile apps, data management tools, and channel management tools. Mixed reality (MR) tools are also gaining popularity for remote support.
To master an OMO strategy, start by identifying your customer support channels and coordinating them to create a seamless customer experience. With the right approach, OMO can enhance customer satisfaction and drive sensational support by your business. Consider how to integrate these tools and practices effectively to optimize your customer journey and achieve a unified customer experience.
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