Solving the issue of context to achieve excellent customer engagement

We are making great strides in connecting with customers and consumers in an Omni Channel fashion. A major part of that evolution is about bringing together a seamless experience over mobile, social media, in-store, online etc.. We are already seeing solutions that help the different channels be aware of each other. Some examples are: 1.  For a contact center representative to be aware of the customers online or in-store history 2. For a consumer to receive mobile offers based on their proximity to a store and what’s on their wish list 3. For an in-store associate to be able to create a better customer experience based on pulling together historical, social and preference information (“In-store clienteling”). However, we should also keep in mind that one of the original challenges with customer relationships still need to be solved. The primary challenge is that of treating the customer as a relationship and harnessing every promotion or campaign as just one incremental step of an overall strategy. Social media and mobile have opened the doors to an exciting new paradigm which primarily consists of moving beyond the traditional “fire and re-energize” marketing. In that old model, every promotion caused a demand spike, which attenuated over a period of time, only to be propped up again by another campaign. We mastered that type of campaign – running analytics to understand customer responses, preempting competitive promotions, devising bundling strategies, sending coupons to lure the customers in and a host of other very effective tactics. But today, we have a choice to dramatically improve upon that […]

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