Marketing

The Power of Data in Today’s Omnichannel Landscape

As firms decouple data from the technologies in which they operate, the omnichannel strategy is evolving. Here’s what your firm needs to consider when developing this type of strategy.

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Today’s customers want convenience and access. When you consider customer service, for example, many firms now offer in-person support, traditional call centers, SMS-based texting, chat, and even video support. This multichannel approach to the customer experience offers more flexibility and enables your brand to meet customers where they are. However, interacting with customers across this broad landscape also generates a larger base of customer data than before. Here’s what you need to consider regarding data in today’s multichannel landscape.

Collecting Customer Data

One of the largest challenges marketing teams have historically faced is important data being stored in multiple systems—meaning it has been difficult, if not impossible, to capture all the information in one place and create a true 360-degree customer view. The result has been disconnected, channel-level insights into what customers want—and significant challenges in creating the connectivity and communication needed to create a holistic customer picture. If you are still operating at that level, it’s time to develop a strategy that lets you pull together data from multiple channels into a single customer picture.

Investing in Marketing Technology

Often, investing in marketing technology (martech) is the essential step brands need to take in order to make the most of omnichannel marketing opportunities. Martech solutions not only make it easier to collect the data you need but also enable brands to create feedback loops that implement those insights at scale and across channels. This becomes important because consistent experiences across channels are a vital part of building your brand and building customer trust.

Prioritizing Seamless Channel Transitions

Effectively sharing data also enables you to offer experiences that move seamlessly from one channel to another. For example, perhaps a customer looks at an item on his or her smartphone and then buys it on his or her computer. When something goes wrong with the purchase, the customer calls your support center. Centralized access to those data enables you to deliver personalization at scale across all channels in a consistent, customer-centric way.

Having an omnichannel strategy is an essential part of today’s always-on, multichannel marketing environment. Harnessing your data lets you learn more about who your customers are and how they’re interacting with you—in turn, enabling a more efficient delivery of smart, on-brand experiences that keep customers coming back.