How Omnichannel Customer Engagement Maximizes User Retention


In a busy, tech-savvy world, you’re constantly bombarded with emails and notifications from your phone. While you may not have time to respond to every email, and your customers may sometimes experience some pushback, you should consider embracing the omnichannel customer engagement opportunity before you run out of time.

Izza Idris (Head of Product at Fashion Valet) and Khairold Safri Bin Ibrahim (Digital Product Manager at Telekom Malaysia), along with Saurabh Madan (GM – SEA and ANZ at MoEngage), share their insights on how to engage with customers through multiple channels vis-a-vis segmentation, personalization, and automation.

Exploring an Omnichannel Reality- From an Omni-Experience to Omnichannel Engagement

Achieving a seamless, omnichannel customer experience is more crucial than ever. As you enter the golden age of E-commerce, it’s clear that a company’s digital strategy is vital to its survival.

The challenge for companies is this: how do you successfully bridge the gap between online and offline? And how do you create a cohesive experience connecting your customers with your brand across channels?

Khairold Safri Bin Ibrahim (Digital Product Manager at Telekom Malaysia) observed, “You can have big goals, but you always start small. Understanding the product and customer comes first.”

Omnichannel customer engagement is no longer a trend. It’s a requirement for growing brands and businesses today.

It’s a powerful strategy that enables you to provide seamless experiences across channels, touchpoints, and products. And when done right, it can help you build stronger relationships with your customers, leading to more sales and higher retention rates.

What happens when your customers don’t have to look for support? When can they get answers to their questions wherever they are, whenever they need them?

The web is sophisticated enough that customer engagement can have an omnidirectional approach. This orientation maximizes customer retention rates and boosts client satisfaction. Unlike the mechanical process of spreading a company’s efforts, developing an omnichannel app imparts the company’s focus on one unified platform that gives customers an easy and smooth experience across devices and channels.

Omnichannel Engagement Strategy- Connecting the Physical and Digital Touchpoints

Omnichannel engagement describes a holistic approach to customer engagement and experience across multiple touchpoints.

Whether looking at social media, your website, email marketing, or even the in-store experience, each platform must complement and support one another for maximum impact.

Izza Idris (Head of Product at Fashion Valet) cited, “Our brand USPs are reflected across all channels utilizing an integrated approach.”

Integrating these different channels into one cohesive customer experience can improve communication with your customers and ensure that your brand feels valued and appreciated. Consistency is essential in maintaining branding and keeping the attention of the customers.

It would be best to keep communication open and honest in whatever channel you use for engagement. As such, you need to have a comprehensive omnichannel engagement strategy to connect with your customers seamlessly through online and offline touchpoints.

The key benefits of an omnichannel approach include:

  • Increased customer loyalty and retention
  • Higher engagement across multiple channels
  • An improved understanding of customer behavior and preferences through data-driven marketing

Identifying Different Channels of Personalization in South-East Asia

South-East Asia is a dynamic market with a rapidly growing E-commerce industry. The region’s most successful companies are customer-centric, working hard to make their customers happy by providing value, addressing their needs, and delivering the best customer experience possible.

Most of us are now quite familiar with the term “omnichannel.” However, its implications are sometimes not fully understood. This MasterClass aimed to explore an omnichannel reality for customers and how it can be applied to boost customer retention.

For example, look at a customer who buys a pair of shoes online. They might get a coupon to redeem at the store in their email inbox. Then, when they visit the store, they might use a mobile app to scan the barcode on the packaging to learn about product details. They might also engage with a chatbot for more queries before finally purchasing.

You can see here that there are multiple touchpoints along the way — from desktop and mobile web to in-store visits and app usage. This requires various teams and departments to deliver seamless experiences across all channels.

Khairold Safri Bin Ibrahim (Digital Product Manager at Telekom Malaysia) said, “With tools like MoEngage, you can experiment with different channels like push notifications, email, etc., to know which works the best.”

There are many ways to engage with customers across multiple channels. You can create personalized experiences for each of your customers at scale, and you can do it by leveraging the power of data.

From websites, blogs, and social media sites like Facebook and Instagram to text messages, emails, and mobile apps — all the way down to traditional methods like phone calls and snail mail — there are seemingly endless ways for you and your team to communicate with customers.

Customer Journeys: Driving engagement through Customer Service

Customer journeys capture customer behavior and preferences as they move through stages and transitions over time. These states and transitions represent a sequence of events (or experiences) influencing how your customers engage with your company’s products or services.

Today’s consumers expect more than just a transaction when they buy from your store. They want an experience. And if you’re not able to provide it? They will find it elsewhere.

Izza Idris (Head of Product at Fashion Valet) states: “We tend to their needs and provide a seamless customer service experience to prove that we are not just another retailer or seller.”

Good customer service is more than just being friendly to your customers. It’s about engaging with them, building relationships, and taking customer loyalty to the next level.

Here are two essential tips on how to take your customer service up a notch:

  • Make customer engagement a priority– One of the biggest mistakes companies make is not engaging with their customers. Customer engagement is the best way to build brand loyalty, so you need to prioritize it. Respond quickly to customer queries, be consistent in your messaging, and ensure that customer communication is at the top of your list of priorities.
  • Use social media for customer service– Social media can be an effective customer service tool for any business. Customers often post about issues they’re experiencing or start conversations about brands on social media. You must monitor these conversations and respond when necessary to drive customer engagement. This allows you to engage with customers directly and address any issues quickly, boosting brand loyalty and increasing customer retention in the long term.

Holistic Experience through Omnichannel Customer Engagement

A customer’s experience on both mobile and desktop is critical to their success. The Omni-Channel Customer Engagement report measures the effectiveness of your company’s omnichannel engagement by comparing the mobile and desktop customer experience of your website visitors.

Visitors who engage with your brand on mobile are likelier to remain as customers than those who engage on desktop. This trend holds across industries—for example, E-commerce sites and travel sites alike see better customer retention rates among mobile customers than desktop customers.

Retailers can use omnichannel engagement to increase customer retention by maximizing transaction value. Transaction value is a customer’s revenue over time through repeat purchases, referrals, and other activities.

Khairold Safri Bin Ibrahim (Digital Product Manager at Telekom Malaysia) said, “Omnichannel customer engagement allows you to enhance your customer service strategy by increasing transaction value and minimizing churn through a better understanding of customer needs.”

Capturing Customer Journeys and Tracking Performance through Metrics

When it comes to providing a seamless omnichannel experience, it all starts with knowing your customers well enough so that when they come back for another purchase, they’re greeted by someone who remembers their name and knows what they’ve purchased before. This level of personalization is possible when businesses use data analytics tools available on MoEngage.

Personalizing the experience for each customer based on their unique needs will help drive better results — whether it’s driving more sales or higher engagement with your brand.

Omnichannel customer engagement is the process of creating a seamless experience for a customer across all channels. It means that you can have a single point of contact for your customers, regardless of how they prefer to communicate with you. This allows you to capture their data and analyze their performance through metrics to ensure consistent, personalized treatment.

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