Why omnichannel is key to 2024 CX success

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We’re inching closer to 2024, and it’s time to dive into CX strategy plans for the year ahead. This month, we’re introducing a new series brimming with essential insights to supercharge your 2024 CX strategy. Our aim is to equip you with the indispensable trends and knowledge required for informed planning and the triumphant attainment of your business goals.

In this first installment, it’s all about omnichannel. In 2024, it's abundantly clear that one of the key pillars of a successful CX strategy is the seamless integration of omnichannel experiences. Let’s explore why focusing on omnichannel is no longer just a choice but an imperative for businesses aiming to thrive in an era defined by digital transformation and customer-centricity.

The shifting sands of customer expectations

The advent of digital technology has fundamentally transformed how customers engage with brands, as 98% of Americans switch between devices in the same day. Gone are the days when customers were content with a single-channel interaction. Today, a disjointed experience is intolerable.

Customers expect a consistent, unified experience across all touchpoints, whether it's a website, mobile app, social media, chat, email, or a physical store; one recent survey found that 80% of customers prefer an omnichannel offering. This shift has given rise to the concept of omnichannel CX. 

Omnichannel: Beyond multichannel

It's crucial to distinguish omnichannel from the traditional multichannel approach. In a multichannel strategy, businesses offer various communication channels but often operate them in silos, with limited interaction between them. In contrast, omnichannel seamlessly integrates these channels, enabling customers to switch between them effortlessly while preserving the context of their interactions. 

Why omnichannel matters

Embracing omnichannel strategies offers businesses the promise of heightened customer satisfaction and loyalty through seamless, convenient, and consistent experiences. By strategically meeting customers at every touchpoint and tailoring interactions to their preferences, businesses can unlock a wealth of benefits, from increased revenue to a stronger brand reputation:

Omnichannel experiences meet customers’ demand for convenience. Omnichannel CX prioritizes customer convenience by allowing them to engage on their terms. Whether it's researching a product online, asking questions via live chat, or visiting a physical store, customers want a frictionless journey that respects their time and preferences.

Omnichannel ensures a consistent experience. Inconsistencies in messaging or service quality across channels can erode trust. Omnichannel ensures a unified brand identity and message, instilling confidence in customers.

Omnichannel CX generates a wealth of data-driven insights. Omnichannel strategies provide a holistic view of customer behavior, helping businesses tailor their offerings and marketing campaigns effectively.

Omnichannel strategies give brands a competitive advantage. Nearly 90% of companies compete primarily based on CX. In this competitive marketplace, offering superior omnichannel experiences sets a brand apart. Customers are more likely to choose a brand that understands and accommodates their channel preferences.

Omnichannel approaches foster customer retention and loyalty. Customers who receive consistent, personalized interactions are more likely to become brand advocates and return for repeat business. Brands with omnichannel customer engagement strategies retain, on average, almost 90% of their customers — compared to a mere 33% retention rate for those with weak omnichannel strategies.

Omnichannel customers purchase more. Increased exposure + convenience + trust = more purchases. One study indicates that customers purchase an astounding 250% more frequently on omnichannel versus single channel.

Preparing for omnichannel success in 2024

So, where do we go from here? To excel in omnichannel CX in 2024, businesses must invest in the following areas: 

  • Technology integration: Invest in robust CX platforms that seamlessly integrate various channels, ensuring a unified customer journey.
  • Data analytics: Leverage data analytics to gain insights into customer behavior, preferences, and pain points, allowing for continuous improvement.
  • Personalization: Use AI and machine learning to deliver personalized experiences across channels, making customers feel understood and valued.
  • Employee training: Equip your teams with the tools and knowledge to deliver consistent and excellent service across channels.
  • Continuous adaptation: Stay agile and open to evolving technologies and customer preferences. The CX landscape is dynamic, and businesses must be prepared to adapt. 

As we delve into 2024, prioritizing omnichannel excellence is no longer optional but an essential component of a successful CX strategy. The ability to meet and exceed customer expectations across all channels is the key to retaining loyal customers, gaining a competitive edge, and thriving in an increasingly customer-centric marketplace.

Are you struggling to prioritize your omnichannel deployments or to align your technology investments with your long-term strategies?

Join a diverse panel of experts, including Glance CEO Tom Martin, as they explore the nuances of harnessing omnichannel best practices to craft a CX strategy that forges deeper connections with your customers and prospects.

Reserve your webinar spot here

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