Four key business capabilities for building multi-channel, multi-brand customer engagement
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.
The four key business capabilities needed are:
- Uniform customer experience
The importance of presenting customers with a similar and expected experience across brands and across channels.
- 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.
- Building the customer engagement toolkit
The significance of creating engagement, retaining customers and providing reinforcement to the brand(s) value proposition.
- 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.