FUNDA I-DEMO

Kuyini ukumaketha kwe-Omnichannel? Incazelo namathiphu

Ukumaketha kwe-Omnichannel kuya ngokuya kubaluleke kakhulu kumabhizinisi kungakhathalekile ukuthi kunjani. Amakhasimende afuna ukuzizwa sengathi inkampani ibabona njengabantu ngabanye futhi inolwazi oluhlelekile kuzingxenyekazi zonke. Uzozwa okuningi ngokuhlangenwe nakho kwamakhasimende (CX) kulezi zinsuku ngenxa yokubaluleka kwayo okukhulayo kubathengi. Eqinisweni, ngokusho kocwaningo olwenziwe ngu Ipsos, I-CX yisizathu esiphezulu sokuthi amakhasimende akhethe ukuthenga kusuka kumkhiqizo. Akunandaba ukuthi okuqukethwe noma imikhiqizo yakho ingakanani, awukwazi ukubanika konke abakufunayo ngaphandle kokumaketha kwe-omnichannel.

Ukuqalisa isu lokukhangisa ngomshini omnichannel akusho ukulahla ezinye izinhlobo zakho zokumaketha; kusho ukuthi ukwenza okuhlangenwe nakho kwamakhasimende akho ngokumaketha kwakho kanye nokuthenga kwabo kwangempela, kokubili esitolo kanye naku-inthanethi, kubushelelezi. Ucwaningo kusuka ku-WorldPay kukhombisa ukuthi abathengi be-omnichannel basebenzisa imali engafika kuma-300% ngaphezulu kwabathengi abajwayelekile.

Lapha, sizoxoxa ngokuthi kuyini ukumaketha kwe-omnichannel nokuthi kusebenza kanjani, umehluko phakathi kwalokhu nezinketho ezibonakala zifana, nezinzuzo zale ndlela. Ngemuva kwalokho, sizoqhubeka nezibonelo zamasu aphumelelayo neziphakamiso zokwenza isixazululo sakho sokumaketha se-omnichannel.

Isincazelo Sokumaketha i-Omnichannel

Ukumaketha kwe-Omnichannel kuyindlela evumela amakhasimende ukuthi adlule ohambweni lwabathengi olungenamthungo noma ngabe bayothenga kukhompyutha, kumakhalekhukhwini, noma esitolo. Le ndlela iyavuma futhi ikhulume ngokuthi ikhasimende lesimanje alisaboshelwe kupulatifomu eyodwa futhi linikeza isipiliyoni sokuthenga esisheshayo kumakhasimende kungakhathalekile ukuthi isiphi isiteshi, ipulatifomu noma isigaba sohambo abakulo.

Sisebenza Kanjani Ukumaketha kwe-Omnichannel?

Abathengi bavame ukusebenzisa inhlanganisela yeziteshi ukwenza ukuthenga. Ukumaketha okusebenzayo kwe-omnichannel kuqinisekisa ukuthumela imiyalezo yakho, okuqukethwe, amanani entengo, kanye nomsebenzi ukulandela ikhasimende lakho ongaba nalo ngokusebenzisa ifaneli yabo yokuthenga.

Izinkampani ezahlukahlukene zisebenzisa ukumaketha kwe-omnichannel ngokuhlukile ngoba imikhondo yazo namakhasimende akufani.

Ukumaketha kwe-Omnichannel kumayelana nokwenza ngezifiso. Okokuqala, thola ukuthi ngubani osebenzisa izinsizakalo zakho nokuthi zikwenza kanjani lokho. Ngemuva kwalokho, lungiselela okuhlangenwe nakho kwakho kokumaketha kwe-omnichannel kubo.

Yingakho ukumaketha okuzenzakalelayo nokumaketha okuzenzakalelayo hamba ngesandla: ungacabanga uzama ukwenza lokhu ngesandla?

Umehluko obalulekile phakathi kwe-Omnichannel, Marketing ehlanganisiwe, kanye neMultichannel

Ukumaketha kwe-Omnichannel kuvame ukudideka nokumaketha okuhlanganisiwe kanye nemishini eminingi. Yize bobathathu babelana ngokufana, bona akuyona into efanayo.

I-Omnichannel vs. Ukumaketha Okuhlanganisiwe

I-Omnichannel nokumaketha okuhlanganisiwe kungasikhohlisa sikholelwe ukuthi bangamawele afanayo, njengoMary Kate no-Ashley Olsen abenza ngeminyaka yama-90s — bayafana ngokumangalisayo ngokubukeka kwabo, kodwa, ngaphakathi ngaphakathi, bangamawele omndeni afanayo.

Kokubili ukumaketha okuhlanganisiwe nokumaketha kwe-omnichannel konke kumayelana nokuqina phakathi kwezingxenyekazi nezindawo ngenkathi uhlangana namakhasimende lapho akhona. Bafuna ukwenza ngcono ukuxhumana nabathengi bamanje nabangahle babenze bazizwe bamukelekile.

Kuyindaba eyengeziwe Kanjani benza lezi zinto:

  • Umzila Omnichichannel: Gxila ekuxubeni iziteshi ukuze inqubo yangempela ingabi namthungo; imvamisa igxila kakhulu kuzinto ezisebenzayo zohambo lomthengi, njengocwaningo nokusebenzisa izindlela ezahlukahlukene zokuthenga
  • Ihlanganisiwe: Gxila ekubambeni phakathi kwamasu wokumaketha; imvamisa igxila kakhulu "ekulandiseni izindaba" ngento efana ne-mascot noma ukudonsa okungokomzwelo kumakhasimende

Lezi zinhlobo ezimbili zokumaketha zivame ukusebenza ngokubambisana, nemininingwane ye-omnichannel eyazisa idatha ehlanganisiwe futhi okuphambene nalokho. Ngenkathi ungaba nenye ngaphandle kwenye, kuya ngokuya kuncipha kakhulu.

I-Omnichannel vs. iMultichannel Marketing

Ukumaketha kweMultichannel ne-omnichannel bobabili basebenza kuziteshi eziningi, kufaka phakathi izitolo eziku-inthanethi nezingokomzimba, kepha bakwenza ngendlela ehlukile.

Ukumaketha okusebenzayo kwe-omnichannel kudala isipiliyoni esivumelanisiwe kumakhasimende, okuvumela inkampani ukuthi iguqule imikhondo ibe ngamakhasimende. Okwamanje, ukumaketha kwamashaneli amaningi kugxila kakhulu kumlayezo owodwa, kusakazwa ngezindlela eziningi. Isibonelo, ikhasimende lingabona umyalezo ofanayo kuzingxenyekazi eziningi, kanti kwi-omnichannel, izokwenzelwa umuntu ngamunye ngokwengeziwe kumthengi ngamunye.

Lokhu akusho ukuthi ukumaketha kwamashaneli amaningi kungukukhetha okungalungile kokumaketha, kepha izinkampani ezisebenzisa ukumaketha kwe-omnichannel zivame ukuba namakhasimende ajabule kakhulu.

Izinzuzo Zokumaketha kwe-Omnichannel

izinzuzo zomdwebo wokumaketha omnichannel

Kunezinzuzo eziningi zokumaketha kwe-omnichannel. Izimbalwa zazo yilezi:

Okuhlangenwe nakho kweKhasimende okuthuthukisiwe

Ukumaketha kwe-Omnichannel kuvumela ukwenza ngezifiso okukhulu, okubuye kuthuthukise ulwazi lwamakhasimende (CX).

Isayithi lezemisebenzi liyabika impela i-CX enhle ingathuthuka ukugcinwa kwamakhasimende (okushibhile kunokuthola amakhasimende amasha), vula amakhasimende abe ngabameli bomkhiqizo, futhi ukhuthaze abashisekeli ukuthi basebenzise okuningi esikhathini sokuphila kobudlelwano babo nomkhiqizo wakho.

Ukuthuthukisa Ukusebenzisana Kwamakhasimende kanye Nezikhasimende Ezihlosiwe

Izibalo zedatha zikuvumela ukuthi wenze ngezifiso ama-imeyili futhi wakhe imilayezo okungenzeka ukuthi amakhasimende akho ayiphendule. Isibonelo, uma unamakhasimende angakathengi kuwe isikhashana, ungathumela “siyakukhumbula!” imiyalezo enamakhuphoni.

Esenzakalweni semicimbi emikhulu efana neBlack Friday, ungathumela imiyalezo ngezikhathi ezithile, udale isasasa nokulindela ngaphambi kosuku lokuthengiswa okukhulu. Ungakwazi ngisho nokuhlela ama-imeyili kumakhasimende athile usebenzisa i-data analytics.

Ukuvumela Ukulandelela Amadivayisi Amaningi

Nge-software ezenzakalelayo yokumaketha, ungafinyelela ikhasimende lakho noma ngabe basebenzisa yiphi idivayisi. Ngemuva kwalokho ungabona ukuthi bakuphi ohambweni lwamakhasimende futhi uxhumane nabo ngempumelelo kuziteshi eziningi.

Ukunciphisa Ukushiywa kwenqola yokuthenga yedijithali

Izixazululo zokumaketha ze-Omnichannel ziyasiza futhi ekulweni nokushiywa kwenqola yokuthenga online.

Kusetshenziswa izifundo eziningana zamacala okushiywa kwenqola yokuthenga, i- I-Baymard Institute ilinganisela ukuthi isilinganiso sokulahlwa kwenqola esimaphakathi cishe singama-70%—Babaningi abantu abenze kwaze kwaba sekupheleni kwenqubo yokuthenga bengathengi lutho.

Kwesinye isikhathi amakhasimende ayaphazamiseka noma anganqumi ukuthi ayafuna yini ukuqhubeka nokuthenga. Kulokhu, ungathumela i-imeyili ukuze ubasize ngobumnene babuyele kuwebhusayithi yakho.

Ngezinye izikhathi, zingavalwa yizinto ezifana nezindleko zokuthumela. Ungathola ngalokhu ngenhlolovo ebuza ukuthi kungani bengakuqedanga ukuthenga kwabo noma ukufinyelela kumakhasimende wonkana ukubona ukuthi kungani bekhetha ukungathengi.

Ukumaketha okusebenzayo kwe-omnichannel kudala isipiliyoni esivumelanisiwe kumakhasimende, okuvumela inkampani ukuthi iguqule imikhondo ibe ngamakhasimende. Okwamanje, ukumaketha kwamashaneli amaningi kugxila kakhulu kumlayezo owodwa, kusakazwa ngezindlela eziningi. Isibonelo, ikhasimende lingabona umyalezo ofanayo kuzingxenyekazi eziningi, kanti kwi-omnichannel, izokwenzelwa umuntu ngamunye ngokwengeziwe kumthengi ngamunye.

Lokhu akusho ukuthi ukumaketha kwamashaneli amaningi kungukukhetha okungalungile kokumaketha, kepha izinkampani ezisebenzisa ukumaketha kwe-omnichannel zivame ukuba namakhasimende ajabule kakhulu.

Ukwakha Isu Necebo Lezibonelo ze-Omnichannel

Lapho ngicabanga ungayisebenzisa kanjani isu le-omnichannel, into yokuqala okufanele uyenze ukuqonda izithameli zakho eziqondiwe. Izibalo zabantu babo, ukuthi bafika kanjani kunoma yimaphi amafomu wokubhalisa, nezimpendulo zezinhlolovo zikuvumela ukuthi unqume ukuthi iziphi iziteshi okufanele ugxile kuzo nokuthi ungakwenza kanjani ukumaketha kwakho kube ngokwakho.

Lapho usuzazi izithameli zakho ezihlosiwe ngaphakathi nangaphandle, wakha eyakho amasu omnichannel ngezidingo zabo.

Nazi izibonelo ezimbalwa ze- ukuthi izinkampani zisebenzisa ngobuciko kanjani ukumaketha kwe-omnichannel:

  • Amadivayisi wabasebenzi: Ukunikeza abasebenzi amadivayisi eselula okubavumela ukuthi basize amakhasimende ukuthi anqume ngokunembile ukuthi ikuphi into, uku-oda into engekho esitokweni ngaleso sikhathi, noma ukuthola izinto ezifanayo esitokweni ukumaketha kwe-omnichannel ngoba kuvumela ulwazi oluhlelekile.
  • Izinhlelo zokuthembeka ze-Omnichannel: Ezinye izinkampani zihlanganisa uhlelo lokuthembeka olungatholwa ngohlelo lokusebenza, iwebhusayithi, noma esitolo. Ungafaka i-oda ukude bese uyalicosha, uthole imivuzo yokwethembeka ngaleyo ndlela, noma ngokuzenzekelayo uye esitolo, ubeke i-oda futhi wenze uhlelo lwakho lokuthembeka lusebenze kahle ngokusebenzisa inombolo yabo yocingo noma ukuskena ibhakhodi kudivayisi yakho.
  • Ukuvuselelwa okusheshayo: Akukho lutho olubi ukwedlula ukutshelwa ukuthi into ikhona esitokweni online noma esitolo, bese ufika esigabeni sokugcina uthole ukuthi lokho akulona iqiniso. Ukuvuselelwa kwewebhusayithi okuzenzakalelayo okuhlanganiswe nezinhlelo zokusungula kwazisa amakhasimende isikhathi lapho okuthile kuthengiswa khona. Bangathumelela ngisho namaklayenti e-imeyili ashiye isayithi ukuwaqwashisa uma into ethile enqoleni yabo ithengisiwe.
  • Iselula yakho konke: Izinhlangano zingahlanganisa izinsizakalo zazo zeselula nokuhlangenwe nakho kwasendaweni. Isibonelo, lokhu kuhlanganiswa kungavumela izinhlangano ukuthi zithumele izaphulelo zomholo ezintweni ezifanele lapho ziza ebangeni elithile lendawo. Noma, amakhasimende angaskena amakhodi we-QR ukuthola amakhuphoni lapho engena esitolo noma asebenzise idivayisi yabo njengokhiye wegumbi lehhotela. Awukwazi ukuthola ukwedlula ngaphandle kwalokho.
  • Imeyili yomnenke ehlanganisiwe: Ezinye izethameli eziqondisiwe azilahli ngokuzenzakalela izikhangiso ezibonakalayo. Ngakho-ke, izinhlangano zingakhetha ukusebenzisa imininingwane yabantu kanye nenye idatha abayiqoqayo kumakhasimende ukuthumela izikhangiso ngeposi.

Ukumaketha okusebenzayo kwe-omnichannel kudala isipiliyoni esivumelanisiwe kumakhasimende, okuvumela inkampani ukuthi iguqule imikhondo ibe ngamakhasimende. Okwamanje, ukumaketha kwamashaneli amaningi kugxila kakhulu kumlayezo owodwa, kusakazwa ngezindlela eziningi. Isibonelo, ikhasimende lingabona umyalezo ofanayo kuzingxenyekazi eziningi, kanti kwi-omnichannel, izokwenzelwa umuntu ngamunye ngokwengeziwe kumthengi ngamunye.

Lokhu akusho ukuthi ukumaketha kwamashaneli amaningi kungukukhetha okungalungile kokumaketha, kepha izinkampani ezisebenzisa ukumaketha kwe-omnichannel zivame ukuba namakhasimende ajabule kakhulu.

Udinga usizo nge-Omnichannel Marketing?

Ukumaketha kwe-Omnichannel kuzuzisa amakhasimende, amabhizinisi nabathengisi. Amakhasimende ajabulela isipiliyoni esingenamthungo, futhi amabhizinisi athola ukugcinwa kwamakhasimende okuthuthukile nemali engenayo.
Njengoba indlela abathengi abaxhumana ngayo nemikhiqizo iqhubeka nokuvela, isidingo semikhiqizo yokuya ekukhangiseni kwe-omnichannel sizokhula. Lokhu kusho ukuthi abathengisi badinga ukwamukela izixazululo ze-omnichannel ukuze basebenzele kangcono amakhasimende abo.

Kepha ukusebenzisa isu le-omnichannel akuyona into elula kwabaningi. Eqinisweni, kungaba ukulungiswa okukhulu kwemodeli yebhizinisi lakho.

Ngokujabulisayo, kunezixazululo ze-omnichannel zokumaketha, njengeSharpSpring, ezitholakala kumabhizinisi abo bonke osayizi. Sinikeza okungaphezulu kokukhethwa kukho kwe-omnichannel, noma kunjalo. Sinikeza i-omnichannel marketing ezishintshayo services kanye nezinye izixazululo ezizenzakalelayo ezihlose ukukhula kwemali engenayo.

Ukuthola ukuthi uhlelo lokushintshanisa lweShakerSpring lungayithuthukisa kanjani imizamo yakho yokuthengisa futhi lidale imikhankaso enziwe umuntu, vakashela iwebhusayithi yethu noma ucele idemo.

Ukumaketha okusebenzayo kwe-omnichannel kudala isipiliyoni esivumelanisiwe kumakhasimende, okuvumela inkampani ukuthi iguqule imikhondo ibe ngamakhasimende. Okwamanje, ukumaketha kwamashaneli amaningi kugxila kakhulu kumlayezo owodwa, kusakazwa ngezindlela eziningi. Isibonelo, ikhasimende lingabona umyalezo ofanayo kuzingxenyekazi eziningi, kanti kwi-omnichannel, izokwenzelwa umuntu ngamunye ngokwengeziwe kumthengi ngamunye.

Lokhu akusho ukuthi ukumaketha kwamashaneli amaningi kungukukhetha okungalungile kokumaketha, kepha izinkampani ezisebenzisa ukumaketha kwe-omnichannel zivame ukuba namakhasimende ajabule kakhulu.

Ama-FAQ Mayelana Nokumaketha kwe-Omnichannel

Liyini isu lokumaketha le-omnichannel?

Isu lokumaketha le-omnichannel yilo lapho okuhlangenwe nakho kwamakhasimende akho kuhlehliswa kuwo wonke amapulatifomu, kufaka phakathi (kepha kungagcini ngokulinganiselwe) kudeskithophu yakho namasayithi weselula, uhlelo lokusebenza, nezindawo zezitini nodaka.

Siyini isibonelo se-omnichannel?

Ukumaketha kwe-Omnichannel kusetshenziswa ngokuhlukile yizinkampani ezahlukahlukene. Kodwa-ke, izibonelo ezimbalwa ezijwayelekile zokumaketha kwe-omnichannel zifaka phakathi ukuvumela amakhasimende ukuthi asebenzise uhlelo lokusebenza lwenkampani yakho ukukhokha esitolo, ukuba nenqola "ukulandela" ikhasimende, nokwenza uhlelo lokuthembeka lwedijithali lokufaka ngaphakathi nokuthenga okuku-inthanethi.

Kwehluke kanjani ukumaketha kwe-omnichannel ne-multichannel?

Ukumaketha kwe-Omnichannel kwenziwa ngezifiso ngokwengeziwe kuwo wonke amapulatifomu esinyathelo ngasinye senqubo yokuthenga, ngenkathi ukumaketha kwe-multichannel kungumyalezo ofanayo kuziteshi eziningi.

Ukwenza kanjani ukumaketha kwe-omnichannel?

Indlela elula yokwenza isu lokumaketha le-omnichannel ukuqasha inkampani ukuthi isuse umsebenzi epuletini lakho. Ngaphandle kwalokho, udinga ukubheka zonke izici zebhizinisi lakho futhi uqinisekise ukuthi ukubonwa kwabo, ukuthumela imiyalezo, kanye nemikhiqizo yabo kuyahambisana. Kungakuhle ukuthi ubheke nokuthi ungazisebenzisa kanjani izinkundla ezahlukene ukwenza uhambo lwamakhasimende luhambe kahle.

Yiziphi izinzuzo nezimbi zokumaketha kwe-omnichannel?

I-pro ebaluleke kakhulu ekusebenziseni isisombululo sokumaketha i-omnichannel ukuthi amakhasimende ayilindela ngokwengeziwe, okusho ukuthi izinkampani kufanele zikucabangele ukuze zikwazi ukuhambisana nomncintiswano wazo. Inhlanganisela enkulu kunazo zonke ukuthi ukumisa nokugcina isu lokumaketha le-omnichannel kungadla isikhathi futhi kudinga ukuxhumana okukhulu phakathi kwamaqembu-ukubasusa kweminye imisebenzi futhi ngaleyo ndlela kudle imali eyengeziwe.

Ukumaketha okusebenzayo kwe-omnichannel kudala isipiliyoni esivumelanisiwe kumakhasimende, okuvumela inkampani ukuthi iguqule imikhondo ibe ngamakhasimende. Okwamanje, ukumaketha kwamashaneli amaningi kugxila kakhulu kumlayezo owodwa, kusakazwa ngezindlela eziningi. Isibonelo, ikhasimende lingabona umyalezo ofanayo kuzingxenyekazi eziningi, kanti kwi-omnichannel, izokwenzelwa umuntu ngamunye ngokwengeziwe kumthengi ngamunye.

Lokhu akusho ukuthi ukumaketha kwamashaneli amaningi kungukukhetha okungalungile kokumaketha, kepha izinkampani ezisebenzisa ukumaketha kwe-omnichannel zivame ukuba namakhasimende ajabule kakhulu.

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