Te great uniqueness of our industry is that our customers are both businesses and end users, thus we need to listen to both, design for both and facilitate the interaction between them.
Our B2B customers want to minimize risk and show ROI while our players expect bold attractions, innovative products, eye-catching store displays and stunning experiences. So as providers, we need to orchestrate these deliverables into a consistent offering and show perceptiveness when designing our omnichannel approach. Tis requires focusing on three main insights:
Never talk to strangers: Providers are expected to know their customers to a maximum extent and offer a complete personalised experience
Proactive is the new way: Only by being proactive can a provider really engage -all of- his customers. Being reactive would suffice in the past, but it does not meet customer expectations anymore
Interaction is led by the customer: Te customer
Companies that provide truly omnichannel experiences thrive in customer satisfaction, score sky high in their Net Promoter
benchmarks and are able to showcase impressive percentage rates in Visitor Intent and Task Completion.
will eventually choose his preferred way of interacting with a brand, so the company really must facilitate that choice
It is clear that these three main directions require data to form the basis upon which companies are to design omnichannel strategies.
THE DAVID VS GOLIATH STRATEGY With Big Data being gathered every minute on
one hand, and the starvation for customer intelligence on the other, companies must act smart and bring the two together in a structured and exploitable manner. By gathering several types of information on their customers in a single point of reference (a single source of truth), companies are able to blueprint the complete need of segmented audiences. Tis way, they avoid working on supposed small
wins and years of incremental improvements that commonly result in the delivery of “patchworked” customer journeys.
Companies that provide truly omnichannel experiences thrive in customer satisfaction, score sky high in their Net Promoter benchmarks and are able to showcase impressive percentage rates in Visitor Intent and Task Completion. So what next? Will this be enough to survive in the overly competitive and challenging battlefield of experiences in the upcoming years?
ALWAYS A STEP AHEAD It is only natural that people evolve faster than
conglomerates. It is because they feel and not think. It is because they have empathy and not performance monitoring charts. Feelings lead
NEWSWIRE / INTERACTIVE /
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