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Cross Channel Marketing versus Multi-Channel Marketing

Have you noticed that the success of your marketing efforts is diminishing over time, even after optimization and testing efforts? It could be because you are choosing the wrong execution channel. And, because your customers interact with your company across several channels (and devices) you are missing the opportunity to be heard. In this sophisticated customer environment, we need to execute our messages cross channel to engage our customers. We need a cohesive and consistent story executed where the customer is, at any point in time, on whatever platform or device the customer is using.

Cross Channel and Multi-Channel Marketing are not the Same

Multi-channel means having a presence in, and on, more than one channel or platform. Multi-channel is a silo-channel approach — meaning strategy and execution happens in individual channels (a vertical approach). Cross-channel means we are seamlessly and interchangeably marketing and interacting with our customers irrespective of the channel or device. Cross channel embraces the whole customer journey. It is cross channel capabilities that are needed to deliver the types of personalized experiences our customers demand.

The Customer Journey is Our North Star, Not the Channel.

This important capability empowers us to track customers as they use multiple channels (and devices) to make decisions to purchase or interact. Cross-channel orchestration enables you to design and execute marketing messages that match the customer’s path. When you can match the customer’s path, you increase the likelihood your customer will engage and respond.

According to Forrester, customers will pay more for a better experience. The personalized experiences we can create with cross channel orchestration are welcomed by your customer and they are more likely to engage further, increasing the probability of greater loyalty —so customer lifetime value increases along with customer satisfaction.

To find out more about how to increase customer engagement, loyalty, and lifetime value, download our newly published eBook; The Value of Context, Cross-Channel, and Real-Time Capabilities: Advancing Marketing’s Productivity, here.

 About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.

 

 

Orchestrating Customer Journeys. A Modern Approach to Engage Today’s Customer

One thing is for certain, marketing practices are constantly evolving. Just when we think we have a real handle on our customers, and we are doing everything we can to execute marketing that delivers a great customer experience… something changes.  The biggest change lately? The customer. They always seem to be one step ahead of us… interacting with our company using multiple devices and “showing up” in channels and moments that constantly surprise us.  So now we need to ask ourselves, how can we get our marketing to be in lock step with our customers?  Say hello to today’s newest marketing method, orchestrating customer journeys.

What is Orchestration?

Orchestrating customer journeys is a more modern approach to journey execution.  Today, journeys are mostly executed in a single channel, primarily email or direct mail.  Orchestration goes beyond a single channel.  It’s more than an event or calendar- triggered automation. Orchestration connects multiple interactions across any channel to form a personalized customer journey and experience.  The method is rooted in customer centricity practices; focusing on the customer first, versus pushing targeted product or service messages to customer groups. Orchestration combines both outbound and inbound messaging, enabling us to respond with personalized interactions in real-time, based on when, where, and how the customer behaves.

Making the Shift to Orchestrating Customer Journeys.

Implementing orchestration requires a holistic approach to customer strategy coupled with high levels of marketing agility.  Studies confirm that you are far more likely to achieve a high impact on your overall engagement and retention goals with a holistic customer approach. (See the full results from our Forrester Consulting study: Fulfilling the Relevancy Promise by downloading here).

You can begin to shift to an orchestrated customer journey approach by:

  • Creating a customer first culture. Put your customer at the core of your business.
  • Organizing your teams around the customer lifecycle. Journey orchestration needs the power of models and cross-functional processes to facilitate the creation of consistent customer experiences.
  • Adopting the customer journey mind-set: Leverage available analytics to understand each customer’s journey across all channels.  Create a sequence of interactions designed to connect with them in the moment, as they engage.

Critical and central to creating marketing agility is investing in the right enabling technology.  The two largest components to consider are being:

  • Data ready: Data is the engine that drives customer engagement and real time interactions. Invest in a customer data hub or platform that cleanses, transforms, and provides a single customer view https://www.veracentra.com/360-customer-profiles/
  • Real-time ready: Engagement platforms need to include the ability to execute and respond to customers across all channels, in real-time. In line analytics are needed to achieve scale. Look for an easy to use journey design or workflow interface.

Orchestrating customer journeys provides you with improved marketing efficiency, better ROI on your marketing spend, greater optics into marketing performance, more revenue, and of course… awesome customer experiences. With value this great, migrating to this more modern method is an opportunity that is hard to ignore.

About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.  We’ve made it our mission to help marketers advance and thrive.  Learn more about us at veracentra.com.

 

 

Increase Differentiation by Orchestrating Real-Time Customer Interactions

Creating great customer experiences is not a new concept for marketers. We all know today’s customer is driven as much by the experience the brand offers as the products and services it sells.

In fact, Gartner Research reported recently that 89% of marketers expect customer experience management (CEM) to be their primary differentiator. This begs the question — what can we do to deliver a differentiated customer experience?  The answer — orchestrate real-time personalized customer interactions.

What does that even mean?  Are we being hit with yet another buzz word? Maybe. But, the term orchestration is the best way to describe the migration from batch based, calendar based, and channel based campaigns to marketing’s ability to manage discrete customer interactions, across all touchpoints. In other words, with orchestration ability, we finally get to build a relationship with our customers, one customer at a time.

If we are able to deliver personalized messages by managing these individual interactions, we take a giant step forward in delivering a differentiated customer experience.

New Times Call for New Methods

The way customers interact with our companies today does not match the way we currently deliver our marketing messages.  We focus on out-bound campaigns, targeting the same message to a customer group in a scheduled or triggered way.  Our ability to break free from this traditional marketing methodology and our ability to migrate to orchestrating personalized messages, whenever and where ever the customer shows up, is the very crux of successfully delivering a differentiated customer experience.

What it Takes to Create Real-Time Personalized Customer Interactions

Personalizing and managing customer interactions requires the right orchestration enabling technologies.  When you decide to make the leap to manage your messages as an orchestrated approach several critical components must come together.

You need the ability to:

  1. Capture all customer interaction data from multiple source applications and cleanse, transform, and centralize it.
  2. Establish a single identity for a customer, valid across all touchpoints.
  3. Leverage analytics to understand not only multiple customer interactions but also, intent at each touchpoint.
  4. Based on this insight, build and execute cross channel journeys or workflows. (You will need engagement platform technology capable of executing across all your channels.)
  5. Leverage automated trigger capability to immediately respond to customers when they engage.
  6. Use machine learning capabilities and in line analytics to trigger the next best message and interaction.
  7. Use customer metrics such as customer lifetime value, engagement, and satisfaction to determine success.

Don’t Wait Too Long

If customer experience is our primary differentiator, speed is critical.  Buzz words or not, real-time, orchestrated, and personalized customer interaction is fast becoming the new marketing methodology.  For our customers, a personalized interaction creates a positive customer experience, which is the new standard for driving differentiation.

Ultimately, adopting this more modern approach will drive more revenues, increased loyalty, and improve our internal efficiency.

To find out more about how you can orchestrate your customer interactions, download VeraCentra’s e-book, Five Ways to Kick Customer Engagement into High Gear. 

About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.  We’ve made it our mission to help marketers advance and thrive.  Learn more about us at veracentra.com.