“Customer is in control” is the new marketing mantra and managing a multichannel customer experience is the cornerstone that will entice customers not only remain loyal, but also to evangelize positively to others. To do that, companies must gain first of all a 360° view of the customer, coupling the traditional CRM data, regarding what the company knows about the customer, with the online and social data that tell what the customer think about the company.

Also,the intelligence gathered on the past, present and potential customer patterns requires an orchestration of the marketing actions, in other words, a Marketing Decision Hub,  that involve direct campaign management, customer operations and self-care processes. A multichannel customer experience approach means the ability to manage the customer interactions across channels adapting Real time dialogue and providing the next best action for a unique customer experience.

This executive event is organized by SAS under the auspice of the Hellenic Institute of Marketing to underline how a company can answer to complicated challenges such as:

• How to identify opportunities that can drive profitable revenue growth?
• How to understand and anticipate customer behavior to define and deliver more personalized offers and services across every channel?
• How to maximize my return on Marketing Investment?
• How to increase loyalty and reduce churn while optimizing costs?
• How to integrate the offline and online world of an organization?

Real life cases performed by SAS and internationally recognized firms in the banking, telco, insurance and retail, will be presented in order to highlight the great significance of solving these challenges and being a step ahead in the consumer decision strategies.

For this reason, a Life Role Play Demo will show the real essence of a consumer decision journey that can be tracked and influenced through adequate analysis and data.