Cross-Channel Experience - Providing Valuable Insights
Technological innovations over the years has had a great impact both on the retailer and the consumer.
While creating new opportunities and a highly competitive environment for the retailers, it has broken the
traditional chains of loyalty of the consumers and have changed the way they think and buy products.
However, with customers being the lifeline of every business, enterprises need to ensure a high level of
customer satisfaction which can lead to customer retention with a direct impact on productivity and will help
to withstand competition.
Though enterprises in recent years have hooked on to the mantra of being customer-driven, meeting
customer expectations may not be always possible. One way to achieve this is to provide customers with
effective customer experience solutions that will help understand their requirements. Further, as technology
developed, the business environment has seen a proliferation of digital channels providing consumers large
choices. The growth of the internet, e-commerce and the web presence of most of the enterprises, along
with the social networking sites and other social media, consumers today have number of ways to interact
with a brand and compare prices before the actual process of purchase. For an enterprise to be customer-
driven, requires leveraging on the customer behavior and shaping the organizational strategies for product
development and marketing accordingly.
With the consumers making use of multi-channel experience for their purchase decisions, the retailers can
also gain access to these multiple points and tap into the data left behind by the consumers. The cross
channel experience data provides valuable insights about the consumers and helps retailers in analyzing and
acquiring clues about consumer sentiments and preferences. Being fundamentally different in
volume, source, and type of data that retailers have traditionally used to manage customer experience, this
data also referred to as “big data” will enable the retailers to segment the consumers based on behavior and
demographics and become totally customer driven.
Today's empowered consumer however challenges the marketers to listen to them, capture interaction data,
understand preferences by applying analytics across the customer journey and engage customers with the
help of inbound and outbound channels. With big data and customer experience becoming the buzzwords,
enterprises today make use of all available data to listen and understand their consumers and determines
the appropriate one to engage them.
However, with expanse of work involved in converting the volume and variety of big data into information
insights leading service providers have developed solutions that will help enterprises understand customers
through their cross-channel experience. Further by combining the latest and most advanced analytical
technology, and integrating the latest assets around “big data” these solutions can be deployed easily. These
predictive models and analysis of intuitive experiences helps in improving business intelligence and
understanding customer behavior.
Related Links: Predictive Customer Experience , Voice assistance