Consumers' expectations are high when it comes to their shopping experience. They want personalization, they want same-day delivery and above all else, they want consistency.
In a March 2018 survey by Ipsos and customer experience software provider Medallia, nearly two-thirds of US digital shoppers said they want to get a consistent level of service regardless if they're shopping at a physical location or through a digital channel. And almost as many respondents (55%) said they want "a frictionless flow of information between multiple channels."
There's no doubt that online-to-offline (O2O) and omnichannel capabilities are important to consumers. In fact, according to the survey, they're more likely to expect such things compared with automated customer service support (48%), personalized experiences (39%) or even same-day deliveries (25%).
This echoes similar findings from a February 2018 study by Conversocial, where 17% of US internet users said remaining in the channel where the request was initiated was the most important piece of a good online customer service experience.