What it takes to deliver the right message at the right time
Deliver the right message at the right time to the right people. If only executing it was as straightforward.
Businesses know what they have to do to achieve effective communication with their customers: deliver the right message at the right time to the right people. If only executing it was as straightforward.
Coming good on that objective is reliant on the successful integration of an omnichannel communication strategy – all brands know what one looks like in practice, but providing a seamless omnichannel experience continues to stay out of reach for many.
In the latest Retail TouchPoints Omnichannel Benchmark Survey, those firms that had seamlessly implemented cross-channel communication reported the top benefits to be improved customer service (61%), customer retention (54%) and loyalty (52%).
So, the journey to omnichannel communication is one which is well worth traversing – but businesses have a number of challenges they need to overcome en route including…
Many companies need to transform the way they collect and manage data. Disparate systems produce data in different formats and of varying quality. Which means it sits untapped in incompatible pots, unable to be used fully to making omnichannel communication more effective.
Poor understanding of the customer
Without a clear, trusted picture of what your customers look like, the segments they fall into and the profiles of those segments, you’ll struggle to talk to them in the right way. Building good customer portraits will assist your targeting, channel selection and the creative messaging you deploy.
The message doesn’t need to be the same every time, but there needs to be a degree of brand consistency on each channel. Otherwise the customer experience suffers and messaging can become mixed and confused
Lack of coordination
Worse still, without an ‘air traffic control’ system across all channels, customers could be bombarded with messages on different activities. Or have periods where they aren’t contacted at all. This could lead to them unsubscribing, churning or moving to a competitor.
Not having a view of all channels
Having an overview gives you the ability to react to a customer not responding in any one channel. By triggering an automatic shift to another. This cascade approach can be lost without visibility.
Without alignment between teams and coordinated delivery – and visibility – of all communication activity, the customer experience will suffer. And ultimately, your business will suffer, by not getting value from your efforts.
So, how should those challenges be addressed?
Firstly, it’s important to understand the journey to seamless omnichannel communication can’t be completed overnight. But with the help of a customer communications partner like Paragon, each step can be taken with the assurance that the end destination will be worth it. To begin with, we’ll understand the challenges your business faces by getting to know you better:
Data discovery – what data is available to you? Is it of sufficient quality? How can it be used? What strategies are required to fill ‘gaps’?
- Data analysis and customer journey mapping – analysing your data and understanding your customers journey
- Technology and eco-system review – understanding your data and technology landscape. And how they’re being used (or not) to spot patterns and plan and create engaging customer journeys
- Creative review – analysing and critiquing your creative output
- Creative content development across channels
- Understanding your priorities – recognising your objectives and aspirations with your customers.
Paragon’s industry-leading experts will look at every point of your customer’s journey. We’ll audit, cleanse and enrich your data and provide the insight that lets you make decisions with confidence. We’ll also deliver personalised customer outputs across multiple channels, physical and digital, to generate better engagement.