5 Steps to Omni-channel Personalization
A guide to building a high quality 1:1 customer experience across all channels and devices.
Step 1: Recognize the Need
Customers are using multiple devices, from product research to purchase, making it increasingly difficult for brands to connect the marketing dots.
Source: Telco 2.0 Research
It’s time to step up from multi-channel marketing to omni-channel personalization.
Take the Omni-Channel
Are your messages and customer experience:
1. RELEVANT at the intended time of purchase?
2. CONSISTENT across email, social media, and news sites?
3. SEAMLESS for any device or channel?
Step 2: Think, Act, Be the Customer
The key to an omni-channel strategy is to design your campaigns from the customers’ perspective.
Expect engagement only by serving consistent, relevant messages
to the same individual seamlessly across different channels.
But today, the gap is real. Here’s what retailers say:
Admitted no single brand experience across their channels
Stated change is not happening fast enough
Acknowledged “a well-defined cross or omni-channel strategy” would drive digital growth
Source: Periscope Survey
Step 3: Set the Stage
An omni-channel approach to personalization doesn’t just happen.
Here is the critical path for understanding the needs and wants of the customer.
Step 4: Connect the Dots