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Many retailers are now in the process of organizational restructuring, unifying data and developing new business processes to support the redefinition of business around customer experience according to The CMO Guide to Omnichannel Personalization.
Written by 5one and Revionics, The CMO Guide to Omnichannel Personalization says many retailers are challenged in sorting through the realm of emerging technology possibilities due to a lack of time or experienced support. What’s more, the guide says many retailers are frustrated with the fractured, specialized nature of agencies that support digital engagement and have found that, although many claim to have comprehensive capabilities, they only do a few things really well.
According to the guide, archaic silos can be broken down, but then the difficult task of marrying CRM to POS to volumes of online and unstructured social data begins with a goal of creating a 360-degree view of the customer.
Here’s what some CMOs had to say about the issue according to the guide:
“Have to make sure that we don’t just build out technology for technologies’ sake”
“Applying learning from one area and sharing with others is difficult”
“Linking all the data captured at every point of contact - in particular APP, call center, and social data - and centralizing all interactions”
“Haven't figured out how to identify the customer when they come into the store - only at POS...”
“IT is constrained by current systems. We are starting over with CRM and POS systems”
“We have limitations in people - like myself - who are not aware of possibilities with emerging technologies - how do you give those that do have knowledge more voice so you can build accordingly”
To be successful in omnichannel personalization, retailers need to focus on customer engagement. According to the guide, “learning how to listen and showing them you heard them will ultimately drive your success.”
“Winners will do it through personalization and engagements that drive loyalty,” one CMO says.
The guide posed questions brands should consider as they relate to customer engagement and leveraging customer data effectively:
• How personal do you really get with the customers’ information?
• Which is the most important channel for your business or vertical?
• Do you tailor the content of your website to individual customers?
• Is your brand experience consistent across all channels?
• How are you listening to what your customer wants?
Brick and mortar is still important in the increasingly digital world, the guide notes. Physical locations allow for brand immersion and relationship building, though identification of customers upon entry is still a challenge. To combat show-rooming and engage shoppers further, CMOs are focused on moving stores from a place to shop to a place to experience.
Brand engagement at home is also transforming from getting customers to pay attention to standard marketing materials in a deluge of mail and emails to turning their homes into another place to experience a brand. Customer journeys often start at home and it’s no longer enough to tell shoppers what to buy, you have to prove you understand their life needs, the guide says.
Social is everywhere and customers are taking over with everything from social shopping to group buying. Although it can seem like a ‘shiny object’, you can’t afford to ignore it; if you stand still, you are moving backward as your customers move on.
With smartphones, everyone travels with a computer and is wired in real time. Mobile technology allows for proactive outreach to your customers on the go, but be ready to listen and respond in real time…where are they, what are they saying, what do they need, what mood are they in, which aisle are they in, have they been waiting long?