As recently as the 1990s, the only real form of text-based communication with customers was via email. Today, consumers have a range of social platforms they use to effortlessly communicate — and they expect their shopping experiences to be effortless and, more importantly, seamless across channels as well.

Their expectation is that — just as they communicate with friends — they can begin a conversation via one platform (e.g. Facebook), jump over to another platform (e.g. text messaging) seamlessly, and then move on to something else (e.g. Twitter).

While this might be the preference of customers today, many brands are falling short in delivery.

Brands today are, at best, socially awkward. Many might be able to engage with a customer via email, Facebook, Twitter, and more, but as soon as the customer moves to a different platform, that conversation — or sales experience — ends. There’s no ability to pick up a conversation or purchase on one channel that was initiated on a different one.

However, this can now be solved with omnichannel bots.

Rather than siloed communications, the promise of omnichannel bots is that communications with customers can fluidly bounce across mediums to keep interactions alive and moving ahead. Ideally, you want customers to feel like they are interacting with one person on the other end of whatever medium they use to communicate with your company — yielding an improved customer experience.

Move to omnichannel bots in three steps

Unfortunately, a full-blown artificial intelligence omnichannel bot solution isn’t realistic for many brands today. It has little to do with the cost or readiness of the solutions, and more to do with the readiness of retailers,…