Your goal as a marketer is to deliver personal and contextual experiences at every point in the customer journey.
Customers are often on multiple journeys at once; the tricky part is discovering which journey they are on during a particular interaction.
The best way to gain that insight is to incorporate all previously known touchpoints and align them with internal data and analytics to inform your next-best actions. If you miss a key moment, the story can quickly unravel – along with your credibility.
Managing the customer relationship as a whole
A true omni-channel marketing strategy is not limited to just digital, outbound, or human-facing channels; it encompasses all of them. Today’s customer-driven economy is no longer built around maximizing a sale in every interaction, rather it focuses on deepening customer relationships while optimizing lifetime value. A consistent omni-channel strategy, managed through a central decision management hub, is essential for delivering relevant and rewarding experiences.
The many facets of omni-channel personalization
Omni-channel personalization brings together marketing strategy, customer journeys, machine learning, micro-segmentation, customer data, and analytics all under one umbrella. Immediate customer needs must be balanced with business goals. Conflicts need to be resolved through a flexible arbitration framework. Customers with multiple products could be in very different lifecycle stages for each of them. All of this should be reconciled in real-time. It soon becomes clear that it’s more than just technology, it’s a new way of doing business.
Join presenters from Regions Bank and Merkle to learn about the value of an omni-channel strategy by following the Regions journey of navigating existing and emerging industry challenges.
Technology services that reduce complexity and align the organization
Merkle brings to the table years of experience in deploying industry leading decision management platforms to large, complex enterprise organizations. Success starts with organizational alignment, process, integration and program management. Merkle’s unique offering lies in the extended value of our strategy and consulting services to provide complete end-to-end solutions that accelerate delivery and ROI. This includes:
- Advisory services to develop client-specific roadmaps, drive organizational alignment, provide business transformation and program management
- The Merkle Decision Factory methodology to kickstart programs with pre-existing decisioning processes and templates
- The Merkle Accelerators to provide low-risk, pre-built, best-practice and platform-specific frameworks to accelerate project delivery
- Extensive decision platform design, build, and mentoring resources
- Analytics support to prove commercial benefits
- Managed services to handle post-implementation support.
Strategic Decisioning and Personalization Partners
Merkle is the world's largest Pega Marketing implementation partner, with over 40 certified senior Pega marketing consultants and 90 certified specialists.Learn More