Customer Experience and the new Omni-channel Paradigm

June 6, 2016 Barbara Basquill

imageAs marketers, we are all aware of the multitude of choices our customers have when they need to find information. Traditional advertising channels are delivering direct mail, TV advertisements, print and infomercials, while blogs, product reviews and comparative shopping sites can quickly deliver information via computer, phone or tablet. One of the biggest challenges is not only knowing who our customers are, but recognizing them across devices with seamless, consistent experiences. Recently a few Harte Hanks Sales executives took part in a Think Tank discussion about this topic with other leading B2C marketers and Frost & Sullivan. This article shares the highlights of that discussion.

The increasing level of buyer engagement across numerous online and offline channels makes it challenging to have the right touch points in place to create a unified customer experience. In order to build a well-constructed approach to omni-channel marketing, building comprehensive customer profiles of actual buyers is critical.

Some of the challenges that marketers face when building these profiles are:

  • Data and functional silos, and lack of alignment between customer facing teams and marketing teams
  • Difficulty identifying the online and offline channels customers are using
  • Lack of understanding about how these customers are moving from one channel to the other

It is important that marketers figure out how to communicate to the right stakeholder at the right moment. It is also critical for marketers to understand what relevant information the customer needs, when the customer needs it, and how the customer wants to receive it. So, how do you get started in creating this omni-channel customer view?

  1. Implement a cohesive customer experience strategy: Organizations must ensure that they are presenting a cohesive, customer centric customer experience, and that customer experiences are front and center of overall strategy. Ensure customer reactions are captured and communicated across the organization – don’t let siloes and bureaucracy prevent your business from being customer driven. You must be agile in responding to changing customer patterns. Read more about engaging your organization in a consistent CX.
  2. Create a unified view of customer data: Access to data is no longer an issue, with multiple in-house and third party data options. Data collected needs to be acted upon in real time or close to real time for it to be of any use. Make sure that your data is easily accessible to all parts of your business so that it can be easily acted on.
  3. Understand customer lifetime value: A single purchase customer is the worst for any business. Retaining a customer is more challenging because brands are only as strong as they are convenient from a purchasing decision perspective. Brand loyalty is being undermined by the convenience of other options being only a click away. Leverage your data to become more predictive and personalized – brands must ensure that they are delivering a relevant experience to drive lifetime value.

Though most companies are still far from the ideal omni-channel experience, almost all marketers agree that gaining a single view of the customer and having an omni-channel strategy is critical for survival.

Harte Hanks brings innovative thinking to create effective omni-channel customer experiences for the world’s largest brands. Deliver the right message at the right time with Total Customer Discovery. Manage your data and create accurate views of each customer with Data Refinery. Or, get in touch to schedule a free strategic assessment of your marketing programs.

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