Why? Your omnichannel customers have more options and higher expectations. One-to-one engagement, based on each of your customer’s real-time needs will lift sales & boost loyalty .
WHY SYNCHRONIZED, CROSS-CHANNEL, DATA ACTIVATION?
If you’re not engaging customers on a synchronized, cross-channel basis then you’re falling behind AND you’re likely missing important insights that will drive your business ahead. Why does this approach work? Because your customers want personalization. Not the creepy kind. The kind that that serves them relevant content based on their needs.
74% of customers feel frustrated when website content is not personalized. And you only have about 15 seconds to capture your audience’s attention. If you don’t engage them in a compelling way, you will lose them.
‘Consumers welcome personalization when it’s done deftly and in ways that are meaningful…and they seek brands that are authentic and act on their promises. Consumers expect genuine value and transparent, helpful communications.’ – Adobe Customer Survey
START WITH A SINGLE CUSTOMER VIEW
There are many reasons why organizations struggle with omnichannel marketing and engagement. One problem is that many companies operate strictly by isolated functions. They are all plan on engaging the same customer but they do it within operational silo’s using different data sources.
A second problem has to do with data silos. Data comes from different sources in different formats and it’s not integrated in a manner that enables you to see your audience in a holistic manner. A key to success is unifying your data in a way that give you a single customer view that is actionable.
A customer data platform is a technology that integrates data for a single customer view and enables one-to-one engagement.
LEADERS USE OMNICHANNEL PERSONALIZATION FOR PERSISTENT CUSTOMER ENGAGEMENT
As investors know, FANG stands for Facebook, Amazon, Netflix and Google. These are mega-cap companies that have emerged as leaders in the Internet Age. Each has established loyal users and have produced outsized returns. In September, 2017 Barron’s published a story ‘What’s Really Fueling the FANG Stocks?’ The story reviewed their business models and came to the conclusion that ‘personalization’ is the primary thing that they have in common. These companies don’t view personalization isn’t simply as a tactic such as an email, or targeted campaign. They view it as a strategy where they analyze user behavior and customize engagement in real-time, based on who each customer is and their history with them. As a result these companies establish persistent relationships with users.
An important takeaway. Omnichannel personalization is as much about listening – picking up cues and sharing across platforms, as it is about simply serving a relevant message.