For businesses’ omnichannel strategies to succeed, they need professionals who are well-versed in omnichannel marketing. While this seems simple enough, many brands are only now getting up to speed.
Throughout the customer lifecycle, there are more opportunities to engage a consumer than ever before — from acquisition to retention. Naturally, this means that retailers need to adapt to the new trends, innovate more often, and respond faster to the hyper-connected consumer who demands better service, lower prices, and a personalized experience. Many companies are looking to the same roles they’ve had for decades to fulfill customers growing expectations. But successful brands are thinking outside the box and hiring for unconventional positions that take omnichannel marketing strategies into account. For anyone looking to stay competitive in omnichannel retail, there are a number of roles you should consider creating and hiring for.
Data and Marketing Technologists
From e-commerce purchases to in-store interactions, brands have many opportunities to gain valuable information on consumer preferences. The increasing amount of data available brings many challenges and opportunities for brands figuring out how to best create customer personas and market to their desired audience.
Chances are you already have an IT department, a marketing department, maybe even data analysts, and but have you hired a Marketing Technologist yet? This person doesn’t need to have the technical know-how of an IT specialist, nor do they need to be a marketing savant. But they should have enough experience on either side to keep the two departments in sync and communications flowing.
A Marketing Technologist wouldn’t be someone who is in charge of branding, or someone who filters through data. Instead, they use already analyzed data to make informed decisions about how to meet marketing goals across online platforms. As this is a new type of retail job, it’s best hire someone with the right skill-set as opposed to the traditional approach of finding “industry experience”.
Chief Experience Officers and Managers
Speaking of branding, positions focused on brand and customer experience are must-haves for retailers. In recent years, and especially with the rise of social media, building a brand that is focused on experience and is consistent across all channels has become a necessity. Customers crave interaction and authenticity whether in-store or online, and having at least one person, if not an entire team, dedicated to the omnichannel experience will help drive the bottom line and keep customers coming back. Positions like a Chief Experience Officer or a Brand Experience Manager are imperative for success — they can flawlessly integrate into the marketing team, or be catalysts for an entirely new team in the workplace.
Chief Experience Officers have a hand in managing the entire experience a consumer has with a brand. They should be able to find ways their brand can add value to a customer’s life, and consider the experience a customer has with their brand. Often times, this means having a technical background and a good understanding of design thinking; it’s important to understand the interfaces customers interact with, and what they want out of their experience with your brand.
There are many ways these roles can improve the customer experience — just take UK-based John Lewis who hired a Brand Experience Manager for their Oxford location. This person is tasked with hosting in-store events daily to get more customers in the door and add value to the customer journey.
Omnichannel Customer Service Agents
As customer support roles shift with changes in omnichannel technologies, retailers need customer service agents who are not only friendly, approachable, and helpful, but who also have a deep understanding of the various platforms and tools consumers use to access product information across e-commerce and brick-and-mortar stores. Omnichannel Customer Service Agents should be able to train both fellow employees and customers on how to use in-store tools like tablets to research accurate product information. They should also understand the various e-commerce channels customers might use to look up product information and be able to interact with them through those channels. Hiring customer service agents who are tech-savvy will help ensure that customers are receiving the information they need across all touch-points, and that your sales staff are equipped to deliver positive customer experiences.
Where do I start?
Staying ahead of competitors means offering better services, and that comes with the need to hire and retain talent with the right skill-set for your brand. Building out your own team is necessary to better serve your customers. Look at your team structure, find the gaps, and start interviewing.
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