What is an OMO Strategy? Tools and Reference Cases for Successful Customer Support
In this article, we will explain how to successfully implement an OMO strategy at the customer support level. We’ll also introduce some useful tools for OMO strategy and successful case studies that you can refer to.
Communication Business Avenue has been helping some of the world’s largest companies to integrate call center systems and digital communication tools for the past 16 years.
What is OMO Strategy?
Chatbots, video communication, and digital humans can be used to provide customer support when physical stores are low on staff; e-commerce sites can provide remote support using chat, video communication, and mixed reality (MR) technology.
Glossary of Terms Related to OMO
Before Digital: Before Digital refers to an era in which offline services are the focus. The idea is to provide services primarily in physical stores, with the occasional use of digital online services. Before Digital refers to an era in which offline services are the focus. The idea is to provide services primarily in physical stores, with the occasional use of digital online services.
After Digital: OMO is a term that is emblematic of the after-digital era.
Online to Offline: refers to measures to guide customers from the Web to physical stores. The idea is centered on human support in physical stores.
Multi-channel: refers to a situation in which a company’s sales channels and customer support channels are operated in parallel.A multichannel is a situation in which each sales channel (physical stores, e-commerce site, catalog mail order) and each customer support channel (telephone, website inquiry form, e-mail, chat, SNS) are operated without being linked.
Omnichannel: a state in which multiple channels mentioned in the multi-channel section are linked and operated together. Customer data and inquiry history are managed centrally.
OMO: In OMO, we do not consider sales channels and inquiry channels separately. We consider physical stores and e-commerce sites as one service and think about how to improve the customer experience.
Five tools for your OMO strategy
Data Management Tools
Channel Management Tools
The Case of Ping An Insurance (PING AN)
As an example of a successful OMO strategy, let us look at Ping An Insurance Group, one of China’s leading insurance companies. Ping An Insurance Group’s OMO success story is explained in four key points.