This new era of multi-platform and cross-channel communication brings with it great opportunities - and great challenges. How do you manage communications across multiple channels to eliminate overlap, repetition and ‘negative offers', whilst ensuring the strategy works for both your organisation and your customers?
Creating a Multi-Channel Strategy:
- Customer Insight
Using existing customer data allows you to profile each individual customer and create a single view. Powerful analytical tools allow you to turn data into valuable customer insight. This deeper customer understanding will help to inform your communications strategy. Instead of relying on historical trends and data, analytical tools can predict an individual's savability, meaning you can focus your efforts where it will have a positive impact - improving campaign ROI.
- Customer Communications
Utilising communication preferences allows you to communicate to your customers via their preferred channel - increasing your response rates. Delivering the right message to the right people at the right time will maximise your sales and marketing efforts by improving customer engagement.
- Real-Time Decision Making
Real-time decisioning through inbound marketing is an essential part of your customer interaction strategy. Having access to customer information at the point of interaction provides an up to date, comprehensive view of the customer for improved satisfaction. It also allows for personalised cross-sell and upsell opportunities based on individual preferences.