How To Create An Omnichannel Customer Journey

Introduction

Customers today move effortlessly between their digital and physical worlds, expecting brands to meet them on their terms. As a business owner, it’s no longer enough to just sell a product—you need to engage with your customers, understand their needs, and deliver personalized experiences at every turn.

Studies reveal that 73% of consumers prefer brands that offer personalized shopping experiences, and 90% want consistent communication across multiple channels. This means that if you are not meeting your customers where they are—across social media, chat apps, your website, and even in-store—you are missing out on a huge opportunity.

For a business that is looking to grow, omnichannel communication ensures no matter where your customer reaches out, the experience is seamless, consistent, and tailored to their unique needs. Rely on conversational messaging platforms to craft an integrated omnichannel customer journey. This approach ensures customers enjoy smooth transitions between touchpoints, boosting satisfaction, loyalty, and long-term value.

We are here to explore how adopting omnichannel communication can set your business apart in today’s competitive landscape. Get ready to transform the way you connect with your audience!

What is an Omnichannel Customer Journey?

Omnichannel communication is when customers experience a smooth and connected path across all your business channels- whether they are shopping online, in-store, or on social media. 

Today, every 7 out of 10 customers go through multiple channels in their purchase journey in order to buy a product.  If all these touchpoints you operate within your business work together, the customer gets the same experience, no matter where they are. That is omnichannel for you. 

Now, to make it easily comprehensible, let us paint a picture of an omnichannel customer journey with a person named Sarah. 

• Online browsing: Sarah sees an ad for your product on Facebook. She clicks it, visits your website, and adds items to her cart.
• In-store visit: The next day, Sarah visits your store. When she walks in, the staff can see her online cart in their system and offer her a quick discount based on her browsing history.
• Customer support: While still in-store, Sarah has a question about product specs. She pulls out her phone and chats with customer support via your website. The agent knows exactly what Sarah is interested in, all because of the shared CRM.
• Purchase and loyalty: Sarah makes the purchase in-store, but she chooses to have it delivered at home. Later, she receives a follow-up WhatsApp text with a personalized recommendation based on her purchase history.

Why it matters?

From the above-mentioned use case, tapping into three or more channels can increase your order rate by 494%. If you are looking to grow your business and reach more customers, omnichannel strategies give you a massive advantage. Here’s why:

• More touchpoints, more customers: With omnichannel messaging, your customers can find you wherever they are. This means you are never missing out on a potential sale.
• Better understanding of customers: By connecting all channels, you can gather data and insights that help you understand your customers better. This helps you create more personalized experiences, leading to higher sales.
• Higher ROI: When your channels work together, your marketing efforts become more efficient. Customers are more likely to purchase because they have a consistent, convenient experience with your brand.

How different is it from multichannel strategies?

Many businesses use both multichannel and omnichannel strategies for customer engagement, but they are very different in how they connect with customers. Let’s break it down:

Channels Used in an Omnichannel Customer Journey

Your customers are everywhere. They might check out your products on social media, browse your website, or text you via messaging apps. To truly connect with them, you need to use all these channels seamlessly. Let’s break them down and see how each one adds value to an omnichannel communication:

SMS for instant updates

Think of SMS as quick taps on your customer’s shoulder. They are perfect for sharing flash sales, delivery updates, or appointment reminders. For example, you run a furniture store. A customer orders a sofa online. You send them an SMS with the delivery date. On the day of delivery, you send another text: “Your sofa is arriving in 30 minutes!” They love the convenience and feel cared for.

RCS for the upgraded texts

RCS is the upgraded version of SMS. Here, you can add images, videos, buttons, or even payment options to your messages. For example, if you own a fashion store, you send a message to a customer “Check out our new collection and reserve your favorite piece”. It is engaging, and interactive, and makes buying easy for your customers.

Social media for round-the-clock connection

Social media is where your customers scroll, share opinions, and discover new brands. It is an ideal tool for customer engagement, mostly for conversations. For example, a customer sees your ad on Instagram, comments with a question, and gets a quick reply from your team. Later, they post a story showing the product they bought from you, tagging your brand. That is free advertising.

Mobile apps and websites

These are the heart of your digital presence. Customers come here to browse, buy, and get support. For example, you sell electronics. A customer uses your app to check reviews, adds a laptop to their cart, and chooses in-store pickup. They know they can trust your brand because the process is smooth and reliable.

Messaging Apps for convenience

Conversational messaging platforms like WhatsApp, Messenger, or Telegram are where people chat with friends, so interacting with your brand here feels natural and easy. For example, a customer messages you on WhatsApp: “Do you have this item in stock?” You reply instantly, share a link to your website, and even offer to hold the item for them. The convenience makes them feel valued.

Steps to Create an Omnichannel Customer Journey

Creating an omnichannel communication might feel like a big task, but it is worth it. You already know your business inside out. The next step is to make sure your customers feel connected to your brand, no matter where they interact with it. Here’s how you can do it:

Research and identify preferred channels

The first step is determining where your customers like to spend their time. Are they scrolling through Instagram, browsing your website, or checking emails?

How to do it:

• Run surveys asking customers how they prefer to shop or contact you.
• Use analytics tools to see which platforms bring the most traffic.
• Talk to your customers and ask them what works best for them.

Map the customer journey

Think about the entire customer engagement with your brand, from the moment they first hear about you to the moment they become loyal repeat buyers. Write it down step by step. 

Suppose, you run a bakery. A customer sees your ad on Facebook, visits your website to check your menu, calls to ask about a custom cake, buys in-store, and later leaves a review online. Each of these steps is part of their journey.

What to include:

• Awareness: How do customers find you? Is it through ads, social media, or word of mouth?
• Consideration: What do they do before buying? Did they compare the prices or read reviews?
• Purchase: How do they buy? Is it via online or by physical in-store visit?
• Post-purchase: How do you keep them engaged? Do they reconnect with you via emails or loyalty programs?

Strategize communications across stages

Once you know your customer journey, plan what to say and when to say it. Personalize your messages to make them feel relevant. Let’s say you sell fitness equipment. A customer buys a treadmill. A week later, you email them tips for using it. Two months later, you suggest accessories like a mat or resistance bands. This keeps the conversation going.

How to do it:

• Use tools to send birthday discounts, abandoned cart reminders, or product recommendations.
• Automate routine messages, like order confirmations, so you can focus on more important task.

Unify customer data

This is where you start using the technology. Use tools to collect all your customer data in one place. That way, no matter which channel they use, you have their full history.

If a customer starts chatting with you on Instagram and later calls your support team, they shouldn’t have to repeat their issue. Unified data means your team already knows what’s going on.

Measure and optimize

An omnichannel communication is not something you set and forget. Track how well it is working, find weak spots, and improve. To illustrate, if you notice customers are abandoning their carts on your website, maybe the checkout process is too complicated. Fix it, and you’ll see better results.

What to measure:

• Engagement: Are customers opening your emails or clicking on your ads?
• Satisfaction: Are they happy with their experience? Use surveys or reviews to find it out
• ROI: Is your investment in tools and channels bringing in enough sales?
• Tools and Technologies to Enhance Omnichannel Journeys

To create a smooth, connected customer journey, you need the right tools. They are the backbone of your omnichannel messaging. They help you stay organized, personalize your customer interactions, and improve your overall business. The essentials can be:

• CRM and communication platforms: A CRM platform is where all your customer data comes together. It keeps everything (email history, purchase data, website visits, and more) in one place. It tells you who your customers are, what they have bought, and how they have interacted with you across channels.

Imagine a customer calling your store about an order. Your CRM shows their recent purchase, an email they sent about shipping, and the live chat they had with your team earlier. This helps you give quick, accurate answers without asking the customer to repeat themselves.

• Chatbots and AI for personalized support: AI chatbots are virtual assistants that work 24/7. They can answer customer questions, suggest products, and even guide users through a purchase.

For example, a customer visits your website at midnight and wants to know the best vacation packages for their budget. The chatbot asks questions like their preferred destination and travel dates and then suggests options. By the time your team follows up in the morning, the customer is already interested.

• Analytics tools for customer insights: Analytics tools help you understand how customers interact with your business. They show what’s working, what’s not, and where to improve. It can 
  • Track which channels bring the most traffic and sales.
  • Spot patterns in customer behavior, like abandoned carts or repeat purchases.
  • Measure your ROI from ads, emails, and other campaigns.

Final Words

In today’s world, offering great products is no longer enough. Customers want more. They want experiences that feel seamless, personal, and thoughtful across every interaction.

Studies show that 91% of customers are more likely to shop with brands that recognize and remember them. This proves how vital personalization is in today’s market. But, it is about understanding what they need and delivering it at the right time, through the right channel, in the most natural way possible. 

To deliver this kind of exceptional experience, you need Gupshup’s conversational messaging platform. We take your customer experience to the next level with features like auto-intelligent routing, ultra-low latency, and top-tier reliability with 100% redundancy. Its easy-to-configure APIs let you integrate SMS, data, and voice messaging effortlessly into your business flow, while intelligent automation ensures faster, smarter responses.

Your business already excels. But to expand, grow, and win over today’s demanding customers, you need an omnichannel strategy that works. Start your omnichannel customer journey with Gupshup, because your customers deserve nothing but the best!

FAQ’s

1. Can I integrate email marketing into an omnichannel strategy?

Absolutely. Email marketing complements omnichannel by delivering personalized messages and promotions that work seamlessly with other channels.

2. What role does automation play in omnichannel communication?

Automation streamlines customer interactions, sending timely responses and personalized messages, freeing up resources for more complex tasks.

3. Is it necessary to integrate social media into omnichannel?

Yes, social media helps engage customers in real-time, fostering direct communication, and brand loyalty, and promoting your products effectively.