In a multichannel, ultra-connected age, consumers expect more from brands. We spoke to David Sealey and Simon Chung from CACI, a leading supplier of marketing solutions and information systems, to explore the secrets behind achieving a truly seamless customer experience without losing the human touch.
In a multichannel, ultra-connected age, consumers expect more from brands. Consumers need to be able to interact with companies beyond the traditional two-dimensional paradigms of times gone by; now they demand a seamless experience with a personal touch.
We spoke to David Sealey and Simon Chung from CACI, a leading supplier of marketing solutions and information systems, to explore the secrets behind achieving a truly seamless customer experience without losing the human touch.
David and Simon will be running two free webinars to help you learn more about successful marketing in a multichannel world. ‘Integrated Customer Experience’ will take place on 16th April followed by ‘Personalisation’ on 22nd April.
The secret ingredient is having multiple skills and capabilities under a single umbrella and knowing when to employ them, driven by data. So I suppose there’s no single ingredient as such, but more a blend of flavours. From our experience good multichannel campaigns offer personalisation and consistency by working in an automated, data-driven way. For example a good interaction will work as well on mobile as it does on the web and should use available data about the customer to automatically personalise the offer.
This varies between organisations. However, many organisations struggle with channels that they don’t own fully. For instance, social media can be challenging to get right as you don’t have the full access to the data behind the customer. Similarly display advertising is an area where 
we’re helping companies be more targeted and data-driven in what they’re doing.
The biggest challenge will always be to provide one seamless experience across any single touch point. The social space is cluttered with data; the challenge is figuring out how to use it.
There are a range of options for multichannel TV. This ranges from programming and release disruption through to Smart TV apps. House of Cards achieved the former by releasing each season in its entirety on Netflix only. Another example is the ever-popular X-Factor, where viewers can vote for acts using their mobile phones, an app or the website. Popular performances are then uploaded to Facebook for fans to watch and share on social networks.
For a few reasons. Firstly it shows effort on the part of the company. They have taken the time to understand you and your tastes. Secondly, it speeds things up for the consumer as I don’t need to look through 100s of products to find what’s right for me.
How can marketers raise conversion uplift with personalisation? Simply by doing it. There are very simple ways to start but ultimately you just need to go and do it! Come up with a means of creating and testing the uplift of personalisation and then find ways to implement it.
There are really good tools for web and email personalisation that are an ideal starting point. They typically work with minimal integration and allow you to prove the value of personalisation without large amounts of investment.
It’s often a good starting point but it shouldn’t necessarily be considered king. Ultimately there should be no weak channel and your ability to personalise email communications should be consistent across web, mobile and direct mail too.
Smart marketers plan to measure everything in advance. They don’t wait until the end of the campaign to then work it out. They have created structures for reporting, measuring and attributing in advance so that they can ensure results are on point.
Click here to register for Simon’s webinar on Integrated Customer Experience on 16th April at 2pm.
Click here to register for David’s webinar on Personalisation on 22nd April at 2pm.
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