Omnichannel organizations operate in an environment in which changes follow each other rapidly. Prompt decision-making, but also based on deep understanding of the situation, is crucial. Here is where the omnichannel manager comes in! Successful omnichannel organizations recruit enterprising managers or train them in-house instead. Focused on the details that are important today and looking at the big picture at the same time. It is the management of data and facts. These managers are also focused on rapid implementation: "Done is better than perfect."
Does the omnichannel manager fit in the traditional models?
In the literature, we identify various trends when it comes to management styles. Quinn brings together four dominant trends in the Competing Values Framework. To create a layout Quinn uses two dimensions: control versus flexibility and internal versus external focus of the organizations.
In order to be successful as an omnichannel manager it is essential to get a few criteria in order so that management and production goes well. Below we discuss 3 key tasks that should be analyzed by management before implementing an omnichannel strategy.
1. Get it done right the first time.
Ensure that everything is in place so that the customer does not have to waste their time calling to regulate mistakes that may happen in the beginning stages. Also, if there are issues it is important that you use process that resolve their issue as soon as possible.It increases the overall customer effort and negatively impacts customer satisfaction.To avoid this problem, you should focus on long term strategic efforts on meeting your customer’s needs.
2. Remember what your customers have done
Collect all the information that your customer has done across all channels and agents. Many customers find it very frustrating to repeat information that they already have already placed in the company’s system. It is important to have consistent information across all channels for your customers so that they are not confused with the interactions that are taken place. This also helps you as a company to collect accurate information customer context.
3. Invest in the right technology.