In our previous blog post, I introduced you to the concept of omnichannel internal communication. As you probably have noticed, omnichannel has been a top buzzword in e-commerce for several years. It might be difficult to find an e-commerce consultation agency with no mention of omnichannel on their website. Basically, omnichannel or multichannel retailing means that customers get the same seamless personalized experience on every device online, as well as in brick and mortar if available. He or she can view the product through a window while walking past the store but decide to buy the product later at home.
However, what does it have to do with internal communication? Let’s think about the similarities and connections between communication and e-commerce.
- Both need two parties: in e-commerce there is a buyer and a provider; in communication there’s a sender and a receiver.
- Both require sharing of information between the parties. The very definition of communication is sharing some type of information between two or more participants. It is impossible for someone to buy anything from you if he or she does not know that you even exist. That someone needs to receive some information about you, so that they can contact you (inbound), or you need to reach out to them (outbound). Even telepathy would be sending or receiving information.
“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” Sir Richard Branson
Even if you don’t fully agree with the founder of the Virgin Group, you should think about that for a moment. If it requires an omnichannel business model to receive the best possible customer satisfaction and to maximize the revenue, imagine, what personalized internal omnichannel communication could do to your employee engagement and overall satisfaction.
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