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Is your organization's voice getting lost in the channels? With customers spread across so many communication outlets, discerning how and where to reach them is one of the biggest challenges of a digital engagement strategy. Communicating across multiple channels is increasingly important not only to retail companies, but to all sorts of organizations -- and you can't accomplish it by leaving innovation at the door.
Here, participants in SearchCIO's #CIOChat discuss the hallmarks of a progressive, creative digital engagement strategy and forecast multichannel's future.
What creative multichannel customer engagements have you observed at your organization or others?
In an increasingly fast-paced and cluttered digital world, mastering multiple channels means getting creative. Participants provided examples of inventive digital strategies that have broken through the noise and effectively engaged customers:
A4 Guatemalan shoe store sent promo when customer entered a competitor's store. Discount starts at 99% & counts down by the second. #ciochat— Nicole Laskowski (@TT_Nicole) November 19, 2014
One participant described the clever and creatively sly tactics -- geofencing included -- his company uses across channels to engage customers signed up for his company's loyalty program:
#CIOChat a4. At one of my clients we are acquiring customers through social media, then signing them up for loyalty when they arrive. tbc— Will Lassalle (@wlassalle) November 19, 2014
#ciochat A4 cont. Then we have them in system & can send them targeted marketing through email, text or now geofencing w/our new systems— Will Lassalle (@wlassalle) November 19, 2014
#ciochat a4 cont its like sending a customer a targeted digital billboard on their cellphone while they r in vicinity of competitor or ours— Will Lassalle (@wlassalle) November 19, 2014
Participants pointed to the role of social media and the Internet of Things (IoT) in the evolution of digital engagement strategies -- which, given their capacity to collect and transmit data, can take on a decidedly creepy tone:
#ciochat A4 Less mobile text marketing these days and more twitter campaigns and competitions, some Facebook activity— maxmetrics (@maxmetrics) November 19, 2014
What does the future of multichannel customer engagement look like? How can you prepare your organization?
Creepy or not, the omniscient nature of multichannel might be here to stay -- but that's good news for CIOs like Jay Ferro, who recently told SearchCIO that he wants to know everything about his constituents in order to "hit everybody where they are" with his digital engagement strategy. That will get easier with new and prospective technologies, such as geofencing, IoT sensors, wearables and others. #CIOChat-ters echoed Ferro's ambitions and provided their own predictions for the future of multichannel engagement:
#CIOChat From BI expert Sarah Griffin: Stores will know when you walk in and alert the salesperson who gets you to buy stuff to meet you.— Linda Tucci (@LTucci) November 19, 2014
But what does all of this mean for customers? As one SearchCIO follower pointed out, improving customer experience should be at the forefront of future multichannel digital engagement strategies:
Many tweets re multi-channel enabling vendors to track down customers. We should be talking about improving customer experience. #CIOChat— Mark Lorion (@mark_lorion) November 19, 2014
What makes a digital engagement strategy creative? What do you think the future of multichannel engagement looks like? Sound off in the comments section below.
This tweet recap is part of our #CIOChat on multichannel strategies, hosted by SearchCIO. For further information on our next tweet jam, follow @SearchCIO on Twitter.
For more on multichannel digital engagement strategies, check out #CIOChat installments on the usefulness and scope of a multichannel strategy and the challenges of multichannel engagement. Then learn how to master a multichannel customer engagement strategy in the recent issue of our CIO Decisions e-zine. Get creative with your digital engagement strategy.