Businesses can easily lose sight of what is important in software development. When developers work on software projects, it’s vital to realise the importance of creating a seamless user experience across all channels, both in terms of consistency and functionality.
Nowadays, data processing and management are interconnected via a multitude of channels, and customers expect to benefit from a consistent, fast and efficient service whenever they interact with the same company or application via their preferred channels.
There are various touchpoints to interact with a company, through switchboards, emails, digital presence and social media, via the website contact form and live chat, or apps. Too often, the customer experiences a different response from each channel belonging to the same company, leading to frustration, data duplication, time inefficiencies and poor service.
Delivering a consistent customer experience across channels, which is known as an omnichannel approach, isn’t easy. Many organisations still act in silos that don’t communicate with each other. Inconsistent software functionality that does not integrate and manage data across multiple touchpoints poses a similar problem.
It is why developers creating modern software should ensure they adopt an omnichannel approach by providing a single reliable platform for all customer touchpoints. Start by establishing common brand identity and visualisation or icons across all touchpoints. Provide a clear order in the way the information is presented for user interaction.
Customer choices must be appropriate and relevant for the specific channel of interaction and device. A mobile app will have a more compact menu option, for example, than a desktop app, without losing its context and identity.
Providing seamless user experiences is harder than it looks. Multiple data sources can bring up conflicting information, for example, logging in with different emails for services belonging to the same company. Developers must create the logic for these specific situations to ensure data is coordinated accordingly, and that duplicate data is eliminated.
Finally, developers must provide the same user experience and service for every channel and device the customer is accessing. This is why omnichannel companies such as Google, Microsoft or Amazon provide easy access and a single point of entry to more services, streamlining the experience across product ranges and devices for the user’s benefit.
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