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Don't make the mistake of thinking that omnichannel is just some new buzzword. Omnichannel can be a powerful tool for generating revenue - if used the right way and under the right circumstances. Knowing how to use omnichannel can make a difference and requires a few key points to put it to use properly. There's been a fundamental shift in the entertainment world over the past few decades. We're no longer living in a world where it takes countless acting lessons and great debut on the silver screen to become a credible, and well-know celebrity. Rather, today we live in a world where individuals can self-promote themselves on social media and content sharing platforms such as YouTube. In an omnichannel environment, reducing customer effort means that if a customer begins a transaction in one channel - let's say by initiating a Web chat on your Web site - and decides to escalate to a telephone call, he or she doesn't need to start the transaction all over again by repeating the problem, the address, the customer history and the outcomes from previous calls. Franz noted that few companies have mastered how to make the entire channel ecosystem experience effective, and they haven't made it a priority to integrate the experience across all of those channels. There's a lot to be said about the customer experience. In fact, a number of companies are finding that they can differentiate themselves from the competition through the experiences they create. This is great for those companies who have the resources and the audience to accomplish these goals. For those who are in the business-to-business (B2B) environment, the challenge is a little more complex and may require customer support software. The texting debate - it's one that happens frequently in several of my circles as some prefer to text and some prefer to make the live call. The latter tends to be the preference of those in the older generation, although I encountered a young physician yesterday who not only didn't like to text, he also didn't have a smartphone. A recent study by the Association of National Advertisers found that "content marketing" was the most popular marketing buzz word of 2015, closely followed by "programmatic" and "story telling." It's no surprise, because each of these words has value for marketing and strong reasons behind their popularity. Instant messaging systems can be a huge boost to productivity, or just a handy way to keep in touch with friends. That small window in a separate program-or even in some cases built right into a Web browser-can easily allow a person to connect to another. A new report from Aspect Software says that messaging is only going to gain ground in the short term, and this is a trend smart businesses should brace for.
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