Page 19 - index
P. 19
RESEARCH, ANALYSIS & TRENDS
ers it is important to see compe- way to work. and cross-channel, and not be-
tence provided at each touchpoint. The task associated with omni- cause of incompleteness. The omni-
After all the buzzword channel is providing the customer channel trend is the evolved re-
"omnichannel" is basically about the history and all relevant customer sponse to both, but still not a one
customer being able to choose data at each touchpoint. But that is size fits all solution for marketing
freely between the touchpoints of a basic requirement of the custom- executives. It is more about a uni-
the company and providing infor- er relationship management since versally relatable concept - less
mation at every touchpoint: So that the late 90s, and therefore Hafner cost, more revenue – and a signifi-
dealers in the shop know what the emphasizes that “omnichannel re- cant step in the right direction.◊
customer has ordered online and mains bullshit”.
that he has reported in the contact By Daniela La Marca
center that the size of the product is But we all agree that marketing
not right and therefore wants to needed a shift from a black box
change it in the shop, because a) concept into measurable attribution,
the right item is just there and b) the as multichannel couldn’t solve this
shop is conveniently located on his problem because of redundancy
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
ers it is important to see compe- way to work. and cross-channel, and not be-
tence provided at each touchpoint. The task associated with omni- cause of incompleteness. The omni-
After all the buzzword channel is providing the customer channel trend is the evolved re-
"omnichannel" is basically about the history and all relevant customer sponse to both, but still not a one
customer being able to choose data at each touchpoint. But that is size fits all solution for marketing
freely between the touchpoints of a basic requirement of the custom- executives. It is more about a uni-
the company and providing infor- er relationship management since versally relatable concept - less
mation at every touchpoint: So that the late 90s, and therefore Hafner cost, more revenue – and a signifi-
dealers in the shop know what the emphasizes that “omnichannel re- cant step in the right direction.◊
customer has ordered online and mains bullshit”.
that he has reported in the contact By Daniela La Marca
center that the size of the product is But we all agree that marketing
not right and therefore wants to needed a shift from a black box
change it in the shop, because a) concept into measurable attribution,
the right item is just there and b) the as multichannel couldn’t solve this
shop is conveniently located on his problem because of redundancy
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
