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Every customer journey is unique. And every touch point is an opportunity to nurture customer relationships and deepen customer intimacy. With SAS Customer Decision Hub, we unite best-in-class marketing solutions, award-winning data management and the world's best analytics to get you in sync with each customer's journey – no matter how fragmented. For a clear competitive advantage, and a bigger, better ROI.
Five Steps to Efficient Customer Engagement and Omni-channel Execution
One of the central marketing concepts for most companies across industries in recent time is omni-channel marketing. The main idea is to ensure a consistent and comprehensive customer experience across all points of interactions, regardless of time, place and context. Follow the tabs here to start your omni-channel journey.
Building Customer Profiles
As a basis for working omni-channel, a company needs to identify and gather all data elements related to prospects and customers to form unified “master customer profiles“.
Data resides in a wide range of systems across the organizations such as sales and call center systems, e-mail marketing engines, web and e-commerce sites as well as on various social platforms. Data is automatically merged and managed on a real-time basis.
Once data has been gathered on individual customers, it is possible to establish insights to support customer interactions. Insights can be based on both business logic and analytics. Business logic is based on experience from historic performance and knowledge of employees, which can be structured against a general contact policy – and gradually adjusted as insights are improved with response and behavior from interactions.
Analytics is hypothesis based on statistics, which follows the same iterative adjustments as business logic.
When the foundation is in place, the various channels and platforms currently used for interaction are now integrated, initially selecting the channels with most customer interaction to work seamlessly together – creating a consistent and coherent experience at any time relevant. This includes both below the line media and above the line media.
Flexibility is needed as new digital platforms and channels continue to emerge.
Content and Execution
A part of establishing an omni-channel customer engagement is to ensure that there is an overview and availability of all the possible messages to facilitate the interaction. These messages can be service- and sales-related and somewhat different, depending on channels and platforms. The seamless integration ensures that the right message is always chosen at the right time, in the right channel.
Reporting and Learning
Working omni-channel requires a new way of working with performance. Real-time omni-channel interactions imply constant monitoring and analyzing performance together with the identification of new and more adequate indicators.
The dynamics of competitors and customer interests demands an agile approach to reporting where metrics are constantly challenged, changed and replaced to ensure continued learning and proactive engagement.