Omnichannel strategy: definition, benefits and the role of CRM
Mon Projet CRM - 29 octobre 2024
An omnichannel strategy involves providing customers with a consistent and seamless experience, regardless of the channel they use: website, mobile app, physical store, telephone, or social media. The challenge is not to be present everywhere, but to ensure that information, tone, and brand promises remain identical across all channels. For CEOs, marketing managers, or customer service leads, understanding the difference between multichannel and omnichannel, identifying concrete benefits, and knowing the role played by the CRM is a prerequisite before investing. This article reviews the fundamentals.
Omnichannel, multichannel, cross-channel: the differences
Multichannel involves being present on several channels that operate in silos. Cross-channel coordinates certain channels with each other (e.g. in-store click-and-collect). Omnichannel goes further: all channels share the same information base and offer perfect continuity.
In practical terms, a customer should be able to start a request on chat, continue it by phone and finalise it in-store without having to repeat their context.
Tangible benefits of an omnichannel strategy
A well-executed omnichannel strategy produces measurable results, provided it is not confused with a simple addition of channels.
- Smoother customer experience → higher satisfaction and NPS.
- Increase in average basket value and cross-sell/up-sell rates.
- Reduction in drop-offs and redundant support calls.
- Better customer insights thanks to consolidated interactions.
- Increased productivity for teams who can view the complete customer history.
The role of CRM in omnichannel
Without CRM, there is no true omnichannel. CRM plays three roles: centralising customer data, orchestrating interactions and giving teams a unified view of the journey.
- Single Customer View (profiles, history, preferences).
- Orchestration of campaigns and scenarios across all channels.
- Delivery of a 360° view to sales, marketing and customer service teams.
- Integration with tools for each channel (web, store, telephony, messaging services).
Common pitfalls
Many companies launch an "omnichannel" approach that in reality remains multichannel.
- Multiplying channels without aligning data or messaging.
- Underestimating customer identity management (unification keys, deduplication).
- Asking teams to juggle between 5 disconnected tools.
- Neglecting the training of store/field teams on CRM usage.
Questions to ask before starting
An omnichannel approach requires structural decisions upfront.
- Which channels are truly priorities for our customers?
- Do we have a unified customer identity (email, phone, unique ID)?
- Can our CRM act as the central customer repository?
- Which key journeys do we want to unify first?
- How are we training field teams for this new way of working?
Further reading
Omnichannel relies on solid CRM foundations and a thorough mastery of the customer journey.
Key takeaways
- Omnichannel = a seamless experience, not just presence on multiple channels.
- The CRM is the cornerstone: customer system of record + orchestration + 360° view.
- Concrete benefits: satisfaction, average order value, productivity, customer insights.
- Classic mistake: stacking channels without unifying data.
- Start with 1 or 2 key customer journeys rather than trying to transform everything at once.
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