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The Omnichannel Formula How to Build Loyalty & Drive RevenueTable of Contents 06 04 Understanding the Omnichannel Experience 12 08 14 Mapping the Engagement Journey Learn to map the engagement journey and align your strategy to the member journey for seamless interaction and engagement. 10 Making Your Strategy Audience-centric Maximizing Channel Effectiveness Understand the essence of an omnichannel experience, how it differs from a multichannel approach, and the five core pillars of successful omnichannel engagement. Data-driven Decision-Making Delve into using data to inform your strategy, data management best practices, and essential engagement metrics to track. Gain insights on tailoring your engagement strategy to suit the unique preferences and needs of your target audience. 15 The Power of AI in Omnichannel Engagement Conclusion Explore use cases for AI in engagement strategies and adopt best practices for leveraging AI to enhance outcomes. Discover use cases for top engagement channels, along with tips to select the right channel mix for optimal impact. Introduction 03 Explore the growing demand for membership-like experiences, the importance of adopting an omnichannel engagement strategy, common obstacles, and the key benefits it can bring to organizations. REQUEST A MEETINGINTRODUCTION In today’s landscape, no matter the sector—whether you’re a nonprofit building relationships with donors, a media company engaging subscribers, or an association retaining members—your audience craves an experience that feels like belonging to a community. They want to feel like “members,” not just passive participants. This sense of connection is not only gratifying, but also drives loyalty, elevates members into brand advocates, and drives sustainable growth for your organization. For organizations looking to drive the deeper relationships and build the community experience their members crave, adopting an omnichannel engagement strategy is one of the most effective approaches. 250% of consumers expect consistent interactions across channels. Brands with strong omnichannel strategies retain 89% of customers, compared to 33% for weak strategies. Personalized omnichannel campaigns achieve a higher engagement rate than single-channel ones. (Source: Salesforce) (Source: Aberdeen Group) (Source: Omnisend) Achieving this kind of integration is far from simple, many organizations struggle with: • Fragmented Technology and Data • Limited Resources • Uncertainty About Audience Preferences • Consistency Challenges • Difficulty Infusing Brand Personality Despite these challenges, organizations that embrace an omnichannel approach reap transformative benefits: • Elevated Member Experiences • Deeper Relationships with Members • Increased Retention and Loyalty • Decreased Churn • Higher Revenue and Lifetime Value • Stronger Brand Image By designing every engagement and interaction to work together, you can provide a more cohesive, impactful experience—one that not only captures attention but also creates meaningful, lasting connections with your members. 90% 89% 33% Strong Omnichannel Strategies Weak Strategies Learn how to create an omnichannel engagement strategy that sets you up for success.Building an effective omnichannel engagement strategy goes beyond just pushing messaging on your audience across every channel possible. Brands today are already connecting with their members across more channels than ever—social media, email, websites, apps, and in-person events. However, as your engagement touchpoints expand, it’s essential to view them as part of one unified strategy rather than planning each channel in isolation. From your member’s perspective, every interaction—whether it’s an email, a social ad, or a support call—is part of a single, interconnected experience. The key to creating a seamless experience that drives connection is to embrace an interconnected strategy that allows members to move seamlessly between channels and delivers value through every interaction. Multichannel vs. Omnichannel What’s the Difference? MULTICHANNEL OMNICHANNEL Channels are interconnected, working as part of a single, unified strategy. Messaging and branding are consistent across every platform, maintaining cohesiveness. Members have the flexibility to engage in the ways they prefer, seamlessly transitioning between channels. Data is centralized, enabling personalized engagement and a complete understanding of the member journey. Channels operate independently, with separate strategies for each. Messaging and branding often vary from one channel to another, creating a disjointed experience. Members are funneled into channels based on organizational priorities, not preferences. Lack of integration makes it difficult to maintain consistency or track the full member journey. VS 4One of our clients, a leading nonprofit association, exemplifies the 5 pillars of an omnichannel engagement experience in their mission-driven support strategy. While your strategy will be unique to your organization and audience, every effective omnichannel strategy relies on these 5 foundational pillars: The Five Pillars of Omnichannel Engagement Omnichannel Engagement in Action CONSISTENCYCOHESIONCONNECTIONCUSTOMIZATIONCULTIVATE Unified branding and messaging create a reliable experience across every touchpoint. Channels work together seamlessly, ensuring members experience one interconnected journey rather than siloed interactions Thoughtful engagement builds meaningful, long- term relationships, fostering trust and loyalty. Each channel is tailored to its unique strengths while maintaining your overall brand identity. Every interaction provides value to your audience by addressing their needs, interests, or pain points, ensuring that their engagement feels rewarding and worthwhile. 12345 CONSISTENCY COHESION CONNECTION CUSTOMIZATION CULTIVATE The Result: Enhanced experiences and deeper engagement. 1 2 3 4 5 As they expanded their contact channels, they ensured every interaction reflected their signature “service with a hug,” creating a seamless and familiar supporter experience. By adding live chat as a support channel (now 50% of all support contacts) and scalable solutions to handle seasonal demand, they made support accessible anytime, anywhere while keeping wait times low. They introduced custom hold music with messages from those impacted by their mission, deepening emotional connections and making every interaction more meaningful. Each channel plays to its strengths while reinforcing their mission. Personalized hold music enhances phone interactions, and scalable support solutions ensure a smooth experience year-round. Every touchpoint—whether informative, personalized, or responsive— is designed to enrich donor experiences and strengthen engagement. 5ENGAGERETAINACQUIREELEVATE CHANNELS DATA CAPTURED TECHNOLOGY VALUE PROVIDED MAPPING YOUR ENGAGEMENT JOURNEY Attract and convert prospects into engaged participants Enhance the experience of converting and form a strong connection with converted members. Maintain a strong relationship with your current audience, encouraging continued loyalty and support. Inspire your members to take more actions and deepen their relationship with your organization. Every interaction your audience has with your organization is part of a larger journey—the member journey. Your engagement strategy should intentionally align with this journey, meeting your audience’s needs at every stage while guiding them seamlessly from first contact to long-term loyalty. By mapping out your engagement journey, you can identify key touchpoints where your messaging, channels, and technology intersect to drive meaningful connections at every turn. DOWNLOAD PRINTABLE ENGAGEMENT JOURNEY ENGAGEMENT JOURNEY EXAMPLE 6Identify the channels you’ll leverage to engage your audience. Determine the key data points you want to collect from your audience at interactions in each stage. Identify the tools and technology you’ll use to power interactions in each channel across the journey. Determine how each interaction delivers value to your audience. Connect the Dots. • Explore how these interactions are connected across platforms. • Assess how information flows between your tools and systems. • Evaluate both the front-end experience (what members see) and the back-end processes(how data is handled). Find Breakdowns. • Look for gaps or inefficiencies. Are there points where the journey feels fragmented or disconnected? • Pinpoint areas where interactions don’t flow seamlessly or where data isn’t being effectively shared between systems. Close the Gaps. What could you do to make your engagement strategy more comprehensive? Implementing an effective omnichannel strategy requires more than individual tools—it demands systems that work together. Integrated platforms allow you to consolidate data from every channel and interaction into one comprehensive user profile, allowing you to see the full picture and extract better insights to inform your strategy. Using our journey framework, map your existing engagement strategy to your audience journey: LEARN MORE 7At the heart of every successful omnichannel strategy is a deep understanding of your audience. To truly engage, your strategy must be tailored to their needs, behaviors, and preferences. Personalization is no longer a “bonus”—it’s an expectation. By putting your audience first and tailoring every interaction accordingly, you can build stronger, more meaningful connections that inspire long-term loyalty and support. Understand Your Audience Who makes up your audience, and do you have multiple distinct audience segments to cater to? What motivates your audience and connects them to your brand? What is your data telling you about your audience? What channels do they prefer? What are you doing that resonates with them? Once you understand your audience, tailor your engagement strategy to their needs and preferences. Key concepts to keep in mind as you tailor your strategy: Focus on the Experience • Remove barriers wherever possible, such as enabling single sign-on (SSO), adding more payment options, and offering multiple contact channels. • Regularly review your member journey through a critical lens to identify areas for improvement. • Consolidate data into a centralized platform to give you a full picture of the member journey and spot potential gaps in the experience. Ex: We help clients enhance member experiences by offering a courtesy callback option for phone support and AI powered live support options, reducing wait times and respecting their valuable time. 8Ideas for Elevating the Engagement Experience Create Authentic Moments • Find ways to remind your audience of their connection to you in every interaction. • Infuse your brand personality into every engagement point. • Stay clear of fleeting trends that don’t align with your brand personality; preserve your authenticity by staying true to your core values. Offer Personalization That Resonates • Make users feel seen by tailoring content, experiences, and communication based on their needs and past behaviors. • Reinforce connections by acknowledging members’ importance and their impact on your organization. Deliver Return Value • Offer incentives, recognition, and perks for loyal members. • Make sure your audience is receiving something out of every interaction, whether it’s information, a product, or a great experience. • Meet your audience where they are by expanding your available engagement channels so it’s more convenient to reach you. • Speak your audience’s language—literally. Offer multilingual support so that your audience can engage with you in their preferred language. • Offer exclusive incentives that tie into your brand so your audience can proudly display their support. • Let your audience influence you by gathering feedback and using the data to guide your decision-making. Customers engage more on social media than any other channel! SMSPHONEEMAILWEB CHATWRITTENAI CHATSOCIALAI EMAILSURVEYS Ex: With our social media monitoring service we help you engage in real-time conversations with members, fostering deeper connections. Ex: We create custom welcome packages that make new members feel valued from day one. Each package includes a personalized letter highlighting the impact of their gift or membership, along with a premium lapel pin—transforming appreciation into advocacy. Ex: Through our premium procurement and fulfillment services, we enable clients to offer exclusive, limited-time incentive rewards, making participants feel valued and recognized. LEARN MORE 9Next >