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3 ways to achieve a consistent cross-channel customer experience strategy

3 ways to achieve a consistent cross-channel customer experience strategy

In the last three years 81% of organisations have seen their customer experience strategies fail, and just 25% of CX programmes improve the customer experience (Forrester). The only sustainable way to exceed skyrocketing customer expectations is to give every customer a relevant message at the exact right time. Here’s how.

1.       Integrate Messaging

Your customers expect the messages from your business to be personalised and relevant to them. And that means taking it beyond a name. Whether you’re distributing an email, SMS message or push notification, you need to create tailored one-to-one experiences as mandatory to your customer experience strategy.

With digital messaging software you can send the right messages at the right time via SMS, push notifications or email. What’s more, you can create location-based triggers to engage with your consumers as they interact with your business, then feed this data back to your CRM to inform digital promotions.

2.       Marry up data

We all know customer experience is important. But not many businesses prioritise experience in the journey to conversion, despite 59% of 25-34 year-olds sharing poor experiences online (New Voice Media).

One of the most common causes of poor customer experiences is critical data being fragmented along the customer journey. Depending on how much data you have, drilling down into your customer’s occupation, marital status and hobbies can inform relevant offers as part of your customer experience strategy. Transactional data can also allow you to make intelligent assumptions to resonate with individual customers.

To get a full picture of your customers as individuals it’s important to marry up three data strands; behavioural data (relates to how a customer interacts with your business), transactional data (covers purchase history) and demographic data. Collect and connect customer data with a POS solution that integrates with your CRM, like Eagle Eye AIR.

3.       Manage centrally

In 2015 eConsultancy found that two-thirds of companies accept that organisational structure is the biggest barrier to customer experience. Centralised technology is a way to connect both customer experiences and organisational silos.

You can create more personalised, cohesive follow-up experiences by integrating shopper data, messaging systems and loyalty programs. In mapping customer journeys and creating a single customer view, the customer journey becomes seamless. Discover customer experience technologies to get started.

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