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Implementation guide for omni channel marketing and personalization

Implementation guide for omni channel marketing and personalization

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Omnichannel is the evolution of multichannel communication where each channel is aware of every interaction the customer has had with the brand on other channels.

Omnichannel is the evolution of multichannel communication where each channel is aware of every interaction the customer has had with the brand on other channels.

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Implementation guide for omni channel marketing and personalization

  1. 1. Implementation guide for Omni Channel Marketing and Personalization
  2. 2. What is Omni Channel Marketing? • In Omni Channel marketing all communication channels and customer touch points are connected, making it possible for a customer to have an engaging Brand Experience. • Omni channel is the evolution of multichannel communication where each channel is aware of every interaction the customer has had with the brand on other channels • A well-executed omni-channel communication strategy roughly translates to a business creating a consistent, easily recognizable and integrated customer experience across all of the above.
  3. 3. Evolution of Marketing Communication An Omni Channel experience ensures a customer gets the same impression and experience of your brand no matter how or where they reach out to your business. Every single time.
  4. 4. Omni Channel Marketing Experience
  5. 5. Six Key Benefits that help achieve improved CLTV To offer better Customer Experience and increase advocacy Better data collection and analysis to get a unified customer view To increase customer retention, ROI and cut costs Better customer segmentation, campaigns and targeting To own the micro- moments that drive purchases Why must your brand go Omni Channel? Better brand visibility. Greater synergy across all departments and channels
  6. 6. Why the Omni Channel experience is important for a brand Source Knexus • 89% of the companies with strong Omni channel strategy retain their customers • 90% of customers complain about bad mobile customer experiences • 72% of customers expect responses to their queries on social media within an hour • Engaged customers give 40% more revenue than disconnected ones
  7. 7. Today’s Digitally-connected World
  8. 8. Omni Channel Communication Strategy is a Combination of On-line and Offline Channels • Mobile Apps • Web Apps • Social Media • Physical Store • ATL • BTL • Brand website • Online review portals • SMS • Push Notifications • E-mail Marketing • Contact Centre • Other Support Channels
  9. 9. Single View of the Customer and Touch Points • Contact Center Data • Offline Data • Website • Mobile/ Web app • Push Notification • SMS • Email • Social media marketing • Display ads • Google SEM • CRM • Support Channels • Self Care options • aTL / BTL • Outdoor media
  10. 10. Engage with Customers across Channels and throughout his Journey with the Brand Create , Visualise and Deploy Omni-Channel marketing campaigns Use Personalisation to increase customer engagement Reach Customers at the right time through their preferred channel of communication
  11. 11. Omni Channel strategy must be implemented across all touch points in the customer lifecycle
  12. 12. Create Omni Channel Strategy for brands in 5 easy steps Accept a Customer-Centric Marketing Culture : • Since any omnichannel marketing strategy is about engaging the customer, the first step to go omnichannel is to change your perception of the buyer’s journey. Target and Learn Everything You Can About Your Customers : • it’s important to learn everything you possibly can about your customers.. You need to pool together all consumer interactions in one place so you can get a single view of your customer. Personalize : • Personalization is the most critical aspect, as this is what makes customers feel valued. Go beyond typical boilerplate messages and establish a one-on-one connection with your audience. Be Proactive Across All Platforms • To provide a consistent customer experience, you need to be present on the channels your customers spend their time on! Test, Measure, Test, Repeat : Omnichannel marketing strategy will improve over time as you collect and analyze more customer data
  13. 13. Conduct in-depth research into buyer personas Use the right tools for Omni Channel customer engagement Fill in the gaps of fragmented marketing to deliver a better Omni Channel experience Identify the preferred touch points of the customer Analyze customer feedback to develop an in-depth understanding of your customers Develop effective self service options for customers Plot your customer journey map i.e his interaction with brand Use the right balance of automation and human support Key pillars Of the Omni Channel Customer Experience
  14. 14. • Plot customer Journey maps along with the number of proposed interventions by the brand • Map buyer personas to the customer base • Identify all communication channels/ touch points that the customer uses to interact with the brand • Revisit the content of all the outbound communication and ensure that it is in synch with brand values and messaging • Identify the places/interventions where personalization is possible and incorporate the personalization elements. • Identify the processes / places where automation can be done and identify the right technology platforms to implement the same. • Implement self service options using technology support • Train the support service / front line sales and service workforce, arming them with all the relevant information about product/service. Execution of Omni Channel Strategy Step 1 Step 2 Step 3 Step 4
  15. 15. Your Search For The Right Implementation Partner for Omni Channel Marketing Ends Here www.xerago.com

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