Are Your Multichannel Efforts Disorganized?
Instead, marketers should focus on "retention metrics" and "customer satisfaction ratings" that can help an organization build long-term relationships with customers. By measuring customer recommendations/referrals and customer complaint metrics, marketers can identify where their campaigns are falling short and increase focus to improve engagement and retention.
3. Managing customer interactions is harder than ever: The cross-channel environment offers multiple touchpoints for customers. Marketers consciously try to coordinate communications across these channels to understand where consumers are in the lifecycle journey. However, the various touchpoints challenge marketers to coordinate and deliver the right messaging.
Again, the selection of vendors plays a crucial role here. Marketers must find a vendor that can manage multiple customer interactions across multiple channels to create a seamless customer experience. This will not only synchronize marketing efforts, but save time, and as a result, save money.
Budget, staffing and the customer experience are key components to consider when addressing multichannel marketing. Customers are increasingly becoming comfortable communicating across multiple channels, making it imperative for marketers to coordinate their messaging. The challenge is dynamic, but the solution simple: Marketers who stick to "less is more" will successfully coordinate service partners, brand messaging, and as a result encourage customer retention.
Michael Fisher is president of Yes Lifecycle Marketing, a solution provider that brings together multichannel marketing platforms and data.
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