Multichannel marketing has many advantages: increasing your reach in diverse markets, providing you with a large pool of customers, giving you access to valuable customer data you can use to grow your business, and ultimately increasing your revenue.

And the numbers don’t lie. Studies show that retailers who use omnichannel customer engagement strategies enjoy an impressive 89% customer retention rate.

However, selecting the right vendor for your multichannel engagement solution isn’t an easy process, with hundreds of vendors competing for your attention.

So, how do you choose the right automated multichannel solution?

We’ll guide you through the 5 steps to finding the right vendor for your automated multichannel engagement solution. Let’s dive in!

Step 1: Define your Technological and Operational Needs

The first step in selecting a vendor for your automated multichannel engagement platform is to define your technological and operational needs.

The simplest way to define your requirements is to ask yourself a couple of questions:

• What main features do you need to automate customer engagement?
• Who will be using the platform, and what is the level of expertise available to use the platform?
• When do you need the solution to be available for?
• Will the solution work or integrate with the tools you are currently using?
• How will you measure the return on investment (ROI) of the solution

Make a list of all the automation capabilities you need (your “must-haves”), those you’d like to have added (your “nice-to-haves”), and those you don’t need. Once you’ve determined your technological and operational needs, spend time researching different vendors and the features they provide.

The right vendors for your multichannel engagement solution will have most of the key features you’re looking for. They should also have case studies that demonstrate successful solution implementations, and tangible ROI from using the solution.

Step 2: Define Your Selection Criteria

There are many key points you should consider before deciding on the best multichannel engagement solution for your business.

• Cost – how competitive is the platform compared to the competition in terms of price? Reasonable prices may be discovered by checking what other vendors are charging for the same features/services
• Training – Does the vendor offer training after the implementation is complete? How does the vendor support your implementation? Ask your prospect vendor for their training offerings and resources. Some vendors have their own trainers, and others work with implementation partners. Settle with the one that offers the training you and your team need to operate the platform at no additional cost.
• Technical support – Does the vendor offer 24/7 support? The best vendor should offer multiple avenues for help, including live chat, email, and calls, and also be quick to respond. Ask what their support and escalation processes look like once you’ve gone live. You could also do a simple Google search to find out what other customers are saying about the vendor’s support services.
• Integration service – Will the system integrate with the other tools and software you’re currently using? For instance, you should ask whether the solution you wish to implement will work seamlessly with your CRM, accounting system, etc.
• Customizations – Look for a platform that’s scalable and highly customizable to accommodate the growing needs of your growing business.
• Service level agreements – SLAs let you hold the vendor accountable and lay out what kind of services you can expect. If the vendor doesn’t meet the agreed-upon needs, you can make them pay for the losses.

You’ll likely not find a solution that will check all the boxes, but you should have the features you want custom-built into the platform.

Step 3: Try Vendors Out with a Proof of Concept (POC)

A Proof of Concept (POC) is a critical part of the vendor selection process and one that is worthwhile. In layman’s terms, a proof of concept is a demonstration of an idea, product, or service to verify its feasibility.

In the world of marketing and software development, a proof of concept is used as a pilot program by vendor technology in a controlled environment to replicate real life use cases. Think of it as a demo of the technology your team will interact with daily.

Often, the vendor may agree to structure the PoC with limited users and access to some key features and functionalities. Seeing the system in action can help you visualize how it will work in your business and determine whether it’s the right solution for you or not.

A Proof of Concept is a great way to test the robustness of a vendor’s solution. This might come at a reasonable cost, but it will give you a sense of how the solution will work in your company’s environment and whether it’s a good fit.

Step 4: Define the Solution’s Implementation Plan with Potential Vendors

Once you have defined your selection criteria, and kicked the tires of the technology through a Proof of Concept, the next step is to define the platform’s implementation plan with the selected vendors.

A software solution implementation plan typically includes the following steps:

1. Define the goals and objectives of the software implementation
2. Understand the current processes and workflows of the organization
3. Identify the stakeholders and their requirements
4. Plan and prepare for the deployment of the software
5. Train the users and provide support
6. Continuously monitor and improve the software

A software implementation plan helps your company find and deploy the right systems for your business. It makes you collaborate with the right people, ensuring you avoid making hasty decisions. Without such a plan in place, you’re likely to face scope creep, implementation delay, and increase overhead costs for unforeseen scope and timeline changes.

Step 5: Thoroughly Compare Vendors Proposals

When comparing vendor’s proposals, make sure you compare apples-to-apples by defining an evaluation grid and asking vendors to follow the criteria you demand. This will ensure that you’re comparing like-for-like and that you can make an informed decision.

Here are some common criteria to define in a Request for Proposals (RFP) and to help vendors format their proposals:

• Price
• Features and functionalities
• Proof of concept
• Customization and scalability
• Integration and Security
• Implementation timelines
• Technical support and Service Level Agreements (SLA)
• Training
• Client testimonials or case studies
• Reviews and Market Reputation

Keep in mind that the selection process might take months to have time to meet with several vendors, gather their proposals, and evaluation their proofs of concepts.

In summary

Selecting the right vendor for your automated multichannel engagement solution is a five-step process. First, define your technological and operational needs by identifying your “must-haves” and “nice-to-haves” in terms of features and capabilities.

Next, define your selection criteria, including cost, training, technical support, integration service, customizations and service level agreements. Third, try your vendors out with a proof of concept (POC) to test the robustness of their solution.

Fourth, define the solution’s implementation plan with potential vendors to make sure that it aligns with your timelines and internal stakeholders and processes. The last step is to compare vendor’s proposals by defining an evaluation grid and asking vendors to follow the criteria you demand.

Finally, when comparing vendor’s proposals, make sure you compare apples-to-apples. By following these steps, you can ensure that you select a vendor that meets your needs and helps your company reach and engage with customers across multiple channels.