Over recent years, the world has changed massively. From Covid, to technology, to the cost of living - life is evolving rapidly. So are customer experiences. We have moved on from a world where brands could dictate experiences and consumers were happy to conform. In this day and age, brands need to meet customers where they are. Experiences like Uber, Netflix, Spotify, and even online banking have radically shifted the way customers interact with their service providers, and the arrival and exponential growth of tech unicorns has ushered in a customer experience that is natively digital and UX driven.
However, in parallel, the population is aging, meaning we now have multiple distinct cohorts of customers, all vying for an experience that resonates with them. This, combined with the rapidly changing landscape of devices, has opened up even more channels of communication.
And therein lies the challenge for brands of today…
Several years ago, Google released research that showed 98% of Americans switch between devices in the same day1. In the pre-COVID world, it was a statistic that inspired many people to nod their heads knowingly as they pictured teenagers checking social media while watching TV or football fans tracking live scores of fixtures being played thousands of kilometres from the couch they were sitting on. The multichannel culture was on the rise.
Fast-forward a few years and the only thing shocking about that statistic is the length of time involved. Today most people switch between devices constantly within the hour as they juggle the likes of mobiles, desktops, tablets and smart TVs. A survey by Adobe found that 74% of Australian consumers prefer brands that provide consistent experiences across both online and offline touchpoints3. The notion of having the undivided attention of a consumer for more than a few minutes, let alone a couple of hours, is as quaint as the sepia-toned image of mum, dad and the kids squeezing together on the lounge each night to watch their favourite sitcom as a family.
This revolution has given birth to omnichannel customer experience and 2025 is shaping as a defining year for businesses yet to fully embrace the concept. In a world where customers are ‘always on the go’, it is all about considering a shopping journey from their perspective. Where retailers could once build a bricks-and-mortar store and simply throw open the doors from 9am to 5pm, they now need to meet their consumers where they are at any point in time.
Customers not only want the ability to engage across different channels but to do so across one broader interaction, which brings asynchronous engagement into play as it means a customer does not need to be glued to one phone or computer for the duration of a transaction. Creating an unbroken chain of communication lies at the heart of omnichannel and this guide is designed to showcase how it works, its benefits, real-life case studies and how to ensure your business is not left behind in the race to cater for a new generation of consumers.
What is omnichannel in customer experience?
Omnichannel in customer experience is based on providing seamless integration and consistency across all channels and touchpoints during a customer journey. While multichannel marketing involves multiple independent channels, omnichannel aims to deliver customers a unified and cohesive experience across physical and online platforms, be it social media, email, website, SMS or bricks-and-mortar store.
Source: Developing an Omnichannel Marketing Strategy Infographic — Setup®
What are the benefits of an omnichannel approach?
Adopting an omnichannel approach can deliver a range of key benefits including:
- Improved customer engagement - engaged customers are happy customers and nothing fosters engagement quite like omnichannel, so much so that research has found omnichannel buyers spend 1.5 times more each month than single-channel buyers2. Those numbers are good reasons to reach consumers with the right message at the right time on the right channel, with an omnichannel strategy maximising opportunities to enhance engagement, build stronger relationships and drive revenue growth.
- Increased customer loyalty - here is a statistic bound to get even the most hardened executive’s heart racing – companies with omnichannel engagement strategies retain 89% of their customers3. Enabling consumers to seamlessly transition between channels without losing context is a key driver in inspiring those consumers to keep returning for more of the same. Providing a consistent experience across channels means they feel more seen, heard and valued, which leads to the holy grail of business – repeat customers.
- More customer insights - consolidating multiple channels into a single customer data platform (CDP) allows businesses to gain valuable insights into customer behaviour, preferences and purchasing patterns. Data has been called “the new oil of the digital economy”4 and the rise of omnichannel customer experience is helping an increasing number of organisations access the information they need to better understand their consumers and, in turn, optimise marketing strategies.
- Higher employee efficiency - it goes without saying that customers are the main beneficiaries of omnichannel but it can also deliver considerable benefits for team members. The early days of multichannel saw agents forced to dig for information across a variety of apps and channels, wasting valuable time and energy. An omnichannel approach allows employees to more easily get a clearer picture of each customer’s journey (eg: location, conversation history, previous purchases) and helps them not only engage better but facilitate smoother transitions between agents or departments.
What are examples of omnichannel CX?
There is nothing like a quality example of omnichannel CX in action to whet the appetite for other organisations to strive for their own success stories.
- Disney – the media giant may have been founded on the art of animation but these days Disney is turning omnichannel into an art form. One visit to its online portals will prove that. Adapting the user interface design to personal tastes and priorities on any device is just the beginning, with its ‘My Disney Experience’ allowing patrons to plan every aspect of their visit to the finest detail such as booking restaurants where they will dine. Its Magic Band program also acts as a platform for saving photos of the trip, ordering food, avoiding the queue at popular attractions and even works as a key to their hotel room.
- Commonwealth Bank of Australia (CBA) - the CommBank app5 allows users to manage transactions, apply for loans, track spending and send cardless cash withdrawals directly to ATMs. In branches, digital innovations like Smart ATMs and in-app appointment scheduling enable faster service. The bank's approach ensures that customers have access to the same services, whether they prefer in-person interactions or a completely digital journey.
- Starbucks – good judges rate the hugely successful coffee and beverage-to-go company as the best omnichannel experience in the world6 and for good reason. Its mobile app alone is a case study in omnichannel excellence. Becoming a Starbucks Rewards user immediately sees customers become part of the company’s loyalty program and start gaining points for each purchase which in turn translates into chainwide discounts. Unlike other customer loyalty programs, Starbucks allows users to recharge and use the customer card across both the website and from mobile phones in physical stores – a classic example of leveraging digital to reinforce offline customer experience.
- Mecca - a leading beauty retailer that offers a robust omnichannel experience bridging the gap between online and in-store shopping. Customers can browse the website for personalised product suggestions, book virtual consultations with beauty experts and opt for click-and-collect services at local stores. Their in-store experience is enhanced by a connected loyalty program, where customers can view and redeem rewards via the Mecca Beauty Loop platform regardless of purchase location.
- Amazon – eCommerce companies do not come bigger than Amazon and a major reason for that success is the quality of its omnichannel customer experience. No matter the platform they are on, Amazon shoppers know they will get the same content, design and usability, while the business also receives high praise for the accuracy and interactive capabilities of its shipping status function. Arguably the highlight of its omnichannel customer experience is the ease with which customers can make returns.
- Bunnings Warehouse - Bunnings empowers DIY enthusiasts by integrating digital and physical services. The Bunnings website and app allow customers to search for products, check stock levels at specific stores and place orders for click-and-collect or delivery. Its DIY project guides and tutorials online complement in-store services, where expert staff provide hands-on advice. This cohesive approach supports customers whether they’re starting a project at home or seeking guidance in-store.
How can you improve omnichannel CX?
One of the key elements of the omnichannel world is that many ‘help’ journeys no longer start with a phone call, email or visit to a website. Many people instead head straight to Google and, in turn, choose how and where to engage with a business. When they finally do come knocking, here are a few tips for delivering better omnichannel CX.
- Seek effective integration – one of the biggest changes that organisations have grappled with in recent times is customers no longer need to stay on one device for the duration of a purchase or interaction. This means it is vital to build and enhance digital channels that work effectively together and can seamlessly transfer between each other. It also pays to review and potentially change organisational structures and operating models. For example, consider whether your digital team is in the same arm of the business as your support people and if they have the same goals and KPIs.
- Embrace more interactions – one of the effects of great omnichannel is that it can lead to a spike in the number of customer interactions, with some executives concerned by the potential implications. Do not hold such fears. All it shows is that there was previously un-serviced customer demand that is now enabled by lower-effort journeys inspired by omnichannel. More interactions also provide more opportunities for value-adds including uplifting expansion and retention measures.
- Tap into emotions – the best omnichannel journeys consider the emotional state of the customer at every step of that journey. Keeping this top of mind allows businesses to use the right interaction type and style to effectively manage this critical element to the best outcome and ensure positive results for customers and balance sheets alike.
- Personalise – research has found that 76% of consumers are more likely to purchase from brands that personalise the experience7. Choosing an omnichannel platform with personalisation capabilities helps boost customer experience by delivering contextual and relevant content. All journeys – digital or human – need to cater for this and having effective customer360 views is an essential first step.
- Build an end-to-end journeystrong> – omnichannel is not simply about offering the same journey in multiple channels. The best way to achieve great, low-effort and high-effectiveness outcomes is to design an omnichannel journey that has a clear destination but with the right intervention points along the way. Adopting an intuitive interface can enable even novice operators to easily map and visualise the customer journey across every channel.
Conclusion
Nick Latham, Probe Group GM Digital Services and Operations and EGM of the Innovior consulting business, sums it up best when he says:
“Great omnichannel journeys are essential in today’s market. Customers expect them as a ticket to the game but that is not to say they are wholly digital. Human interactions are crucial, be it used as interventions at difficult points or in complex or high-emotion scenarios. Customers want low-effort, right-first-time interactions regardless of the channel they are using and organisations need to meet this want by offering the right channels at the right stage of their journeys.”
Probe Group is uniquely positioned to help organisations achieve omnichannel success. With a deep understanding of human interactions courtesy of a proud history as Australia’s largest provider of contact centre staff, the company builds and runs digital channels for some of the nation’s key brands and has an amazing team of Digital Business Transformation consultants in its Innovior brand.
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