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02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Four key business capabilities for building multi-channel, multi-brand customer engagement

Posted on: 17 July '13

In our introductory blog on this topic, we discussed the key challenges with multi-channel, multi-brand customer engagement. We also defined the term “multi-brand” and outlined the overall framework to address multi-channel, multi-brand customer experience.

In our whitepaper titled “Seven imperatives for multi-channel, multi-brand customer engagement” we presented the following four key capabilities as a maturity curve. However, it must be noted that activities at each level may and often are done to varying extents to meet business objectives.

Uniform Customer Experience

The four key business capabilities needed are:

  1. Uniform customer experience
    The importance of presenting customers with a similar and expected experience across brands and across channels.
  2. Integrated marketing and promotions
    The ability for marketers and brand owners to maintain a coordinated and 360 degree view of their multiple initiatives which often run in parallel.
  3. Building the customer engagement toolkit
    The significance of creating engagement, retaining customers and providing reinforcement to the brand(s) value proposition.
  4. Targeting & personalizing
    Understanding the context of the customer and presenting a series of targeted offers based on interaction and transaction history.

Read our whitepaper to learn more.

Nikhil Kamdar

Nikhil Kamdar is a principal consultant within the Digital Business Practice (DBP). He is a Certified Business Analysis Professional (CBAP) and has helped clients in various segments such as travel, retail and advertising.