The omni-channel customer experience: tailored to behaviour

  • Posted on July 31, 2015
omni-channel customer experience
This blog post was written by Avanade alum Peter-Paul Lemmens and Kathrine Lord.

We all know what it’s like to have a customer experience.  We want businesses to read our minds, offering us exactly what we want when we want it.
Traditionally, companies have communicated with people using email, flyers or website adverts. While these can be effective tools, with each isolated from the other, engagement can’t be accurately measured.

However, for organisations going digital, it’s possible to combine the multiple channels used to interact with consumers and secure their interest. By collating all the information you have on a customer, you can begin to build their profile, allowing you to predict what they desire and how they prefer to find it.

This allows each customer experience to be personalised throughout – both online and offline – from marketing to in-store purchasing.

For digital businesses, gone are the days of ‘spraying and praying’ email marketing campaigns. Sending emails to a list of recipients without any personal, behavioural information is the equivalent of throwing leaflets in the air and hoping someone catches one.

Organisations need to understand their customers’ habits and preferences and determine when and where to get their attention effectively.

For example, a customer may not have purchased anything from a specific retail website for three months. That business would naturally think that the customer is inactive. However, if the business had implemented an omni-channel customer experience roadmap, it may have seen that the customer had in fact visited the website 20 times without buying anything, as well as entering its physical store twice in the last month alone.

Understanding this behaviour is key to turning these interactions into transactions. Why did the customer visit the website 20 times, but not purchase anything? Perhaps they saw items online and bought them in store. Maybe they couldn’t find the right item either online or offline.

Marrying digital and physical customer experiences would answer these questions and allow the business to create a personalised environment that offers the customer the support they need to make a purchase.

This is the approach Avanade used when working with Coop. The retail organisation realised that customers are more informed, expecting more meaningful engagement across multiple channels and devices.

We worked with Coop to harness disruptive technologies such as predictive simulations, smartphones, touch technology, social retailing, geo-tagging and biometrics to create a personalised experience, where the customer is in control of how and when they engage with the business.

Having the ability to react to customer behaviour means that businesses are more able to tailor each experience. Allowing the customer to engage on their terms creates customer loyalty, increasing revenue and growth.

Jeanne Landau

Customers have come to expect a personalized experience. If you're bombarding them with messaging that isn't relevant they'll quickly tune you out.

August 28, 2015

Peter-Paul Lemmens

Jeanne, that's very true ! That's why it's so important to understand the behavior and context of  your customers and with the data science capabilities that we have today it is possible to do this. But there are still numerous examples of companies who don't capitalize on everything they can use and are allowed to use to personalize the experience.

August 31, 2015

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