Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Make Customers the Center of Your Omnichannel Strategy

by Jane Hiscock  |  
January 29, 2016
  |  1,716 views

A total of 71% of CEOs say that omnichannel fulfillment is a top priority, according to a PWC survey. Moreover, based on my recent conversations with more than 100 CEOs of Fortune 500 companies, omnichannel is a priority beyond retail for both B2B and B2C businesses.

Most of those CEOs see omnichannel as a critical success factor for customer engagement. That's not to say the retail aspect doesn't matter but that those CEOs understand that looking beyond the transaction to the actual interaction is what will keep customers coming back to their product or service.

However, finding the right ways to engage with customers today is harder than ever. No longer do we try to get things done in our professional or personal lives using one path—it is far too high-paced and competitive out there to limit our options. And customers are choosing the path of least resistance to get what they need.

If your product or service happens to be on that path of least resistance, you will gain new business. If your product or service is not on that path, you risk falling behind your competitors.

But executive teams are challenged with finding that path of least resistance and achieving omnichannel engagement reality for several reasons, not the least of which is culture and structure. Many companies are built on a brand or product-centric structure. Employees are motivated to live and die by the brand.


So, how do executives think about resorting their marketing mix to put the client at the center? Here are tips and actual quotes from the C-suite.

1. Start with customer experience

"I asked my team to build a differentiated experience for the customers, and they spent weeks obsessed with the latest digital, social trend," one CEO said. "When we sat down to look at it, the experience didn't make any sense. Though it was cool, it was completely ineffective."


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Jane Hiscock is president and founder of Farland Group, a marketing consulting company that specializes in convening corporations and their most important stakeholders to transform their customer engagement strategies.

LinkedIn: Jane Hiscock

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by Nick Felver Fri Jan 29, 2016 via mobile

    How does it work

  • by Natalie Doyle Oldfield Mon Feb 1, 2016 via web

    Jane, great points, thank you. I agree companies should start with the customer experience. When the organization has a customer centred culture, it is much more straight forward to understand the customer's behaviour, intention and motivation. It all starts with customer understanding and INSIGHT.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!