How Brands Utilize Omnichannel Messaging To Drive Engagement

The past few years have proven how customer experience (CX) drives revenues and profits. Many older customers who were hesitant to shop digitally changed their minds during the pandemic. Retailers and small businesses learned to accommodate clients by offering a better experience with online shopping and adding curbside pickup and delivery to their services. These changes continue to develop and are enhanced by the growth of Generation Z in the marketplace.

Mitto, a provider of global omnichannel communication solutions, surveyed how small- and midsize-business leaders prioritize customer experience in their organizations. The results show that SMB leaders prioritize how their businesses interact with customers. SMBs are working hard to develop effective ways to offer the best CX to all. In fact, 59% of SMBs feel that their CX can match that of larger enterprises in their industry.

How Can Omnichannel Messaging Help CX?

Gen Z, rapidly entering the marketplace as adults, has grown up with the internet, social media, and related technology. Born after 1996, this demographic takes up more of the marketplace every day and savvy SMBs are finding the best way to meet their communication needs.

A Pew Research survey shows that 58% of SMBs are concerned with a positive CX and making it a priority in their companies. Two-thirds of respondents (68%) said that omnichannel messaging was critical for ongoing business success. In 2023, 55% said they want to incorporate omnichannel messaging technology. Those not planning to incorporate omnichannel communication are often those without knowledge of how omnichannel e-commerce can improve their bottom line.

Omnichannel Communication Improves CX

When comparing SMBs with enterprises, the challenge of creating CX is one in which SMBs excel. Over 30% state that they have more success due to a better CX than competing enterprises. Over half of SMBs acknowledge that CX affects loyalty. Brands have a limited window to engage and provide a positive CX. Customers who shop online will cancel their orders or return products when dissatisfied. When this occurs, SMBs only have one chance to retain that customer.

Omnichannel Messaging Drives Omnichannel E-Commerce

As Gen Z ages, they have an increasing influence on how companies provide a positive CX. The oldest Gen Zers are in their mid to late 20s and have an estimated $360 billion in income to spend. One of the biggest differences in Generation Z members is that they like to learn about and research companies online and prefer handling any customer service issues on social media. In fact, most Gen Z members (64%) prefer contacting someone through social media or text rather than calling on the phone. This is exactly why omnichannel e-commerce is so vital going forward.

Gen Z grew up with access to smartphones and demand authentic, personalized interactions. With apps available for multiple services, access to shopping, and the ability to research information, a smartphone may be the first thing they look at in the morning and the last thing they look at before going to bed. As a multifunctional tool that acts as an alarm clock, search engine, library, game collection, and gateway to the world, a smartphone is often the way Gen Z communicates.

Helping Brands Connect With Gen Z

Gen Zers use numerous channels to do things online, but those channels can change rapidly. Social media companies come and go, and SMBs don’t always know which channel their target audience uses. This is evident in the growth of Zoom. Another example is the expansion of text communications for businesses over email, especially for younger customers.

Platforms like Mitto offer SMBs an agile entry to omnichannel communication. They enable companies to reach out to customers wherever they are. If that changes next week or next month, they can be reached on another channel. Omnichannel software uses artificial intelligence to create the best pathway for every message, making it more likely to get to the customer instead of a spam folder. Platforms like Mitto are the communication tool of the future, helping businesses learn to evolve along with constantly changing communication options.

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