Page 9 - index
P. 9
RESEARCH, ANALYSIS & TRENDS
omnichannel engagement requires:
1. Technology that supports to-
day’s complex customer jour-
ney, since customers largely
enjoy the freedom to take what-
ever path to purchase they de-
sire, which requires a multistep
process:
Mapping customer journeys to
understand typical customers’
interests and behaviors.
Determining what capabilities
your company needs to serve
the customers on their journey.
Comparing these capabilities
to your systems of engage-
ment to see where you have
gaps that can either be filled 2. Agile processes for analysis 3. The right people and partners
by existing systems or through and refinement, as the digital that are committed to delivering
new investments landscape and customer needs digital and customer experience
are constantly evolving. Organi- excellence and willing to rally the
Different technology solutions zations should take an iterative company around these shared
help facilitate engagement at var- approach to prototyping, devel- goals. Beyond leadership, com-
ious stages in the customer jour- oping, testing, and fine-tuning panies need access to various
ney — although most will overlap solutions. With the customer strategic, technical, and custom-
and touch the customer more journey in mind, businesses er experience skillsets, therefore
than once. Once you have fig- should engage in a continuous many turn to third parties to help
ured out what capabilities you cycle of identifying customer fill gaps and speed time-to-
have, the key is making sure that needs, designing a digital en- market for new initiatives to be
you have a platform in place that gagement they want to deliver, successful in today’s omnichan-
allows you to extend those capa- engineering the delivery of that nel world.◊
bilities across channels. engagement, and then analyzing
results. Source: Forrester Research
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
omnichannel engagement requires:
1. Technology that supports to-
day’s complex customer jour-
ney, since customers largely
enjoy the freedom to take what-
ever path to purchase they de-
sire, which requires a multistep
process:
Mapping customer journeys to
understand typical customers’
interests and behaviors.
Determining what capabilities
your company needs to serve
the customers on their journey.
Comparing these capabilities
to your systems of engage-
ment to see where you have
gaps that can either be filled 2. Agile processes for analysis 3. The right people and partners
by existing systems or through and refinement, as the digital that are committed to delivering
new investments landscape and customer needs digital and customer experience
are constantly evolving. Organi- excellence and willing to rally the
Different technology solutions zations should take an iterative company around these shared
help facilitate engagement at var- approach to prototyping, devel- goals. Beyond leadership, com-
ious stages in the customer jour- oping, testing, and fine-tuning panies need access to various
ney — although most will overlap solutions. With the customer strategic, technical, and custom-
and touch the customer more journey in mind, businesses er experience skillsets, therefore
than once. Once you have fig- should engage in a continuous many turn to third parties to help
ured out what capabilities you cycle of identifying customer fill gaps and speed time-to-
have, the key is making sure that needs, designing a digital en- market for new initiatives to be
you have a platform in place that gagement they want to deliver, successful in today’s omnichan-
allows you to extend those capa- engineering the delivery of that nel world.◊
bilities across channels. engagement, and then analyzing
results. Source: Forrester Research
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
