Customer-centric thinking and multi-channel CRM: the channel agnostic customer


The link between CRM and digital interactions, touch points and campaigns, has never been clearer before than today.

A customer-centric business has to interact with prospects in a multi-channel way with CRM processes as to gain insights, drive new actions and most of all putting the social customer at the centre of the business. 

Furthermore, social CRM is involving people in earlier stages of the traditional funnel than before. Business can now engage with potential customers through social networks and multi-channel interactions, sooner in the buying journey or lead nurturing stage. The traditional funnel model is disrupted and conversions or touch points happen everywhere.

The CRM ecosystem of multiple touch points

While many businesses are trying to put the customer and his journey in the heart of the multi-channel marketing and CRM ecosystem, the borders between channels are blurring.

This goes far beyond now almost traditional topics such as converging and cross-fertilizing channels such as email and social. It also goes beyond offering multiple touch points depending on the customer journey stage.

In fact, people are becoming channel agnostic and expect a consistent experience across every possible touch point and interaction moment. The consumer doesn't think in terms of channels, marketers do.

Can we work in a customer-centric way in a multi-channel view? It certainly has many advantages to do so but on top of that, building a journey-centric approach is more than a matter of channels. In fact, it's a matter of integration whereby internal processes, CRM and IT and marketing all are involved.

A multi-channel approach is not a channel-centric approach: the buying journey

Marketing solutions, e-commerce applications and social interaction platforms are getting integrated into CRM processes, to understand the customer and be where he is, or should we say "where he wants us to be"? A multi-channel approach is really more a multi-touchpoint approach in this reality whereby channels matter less than the actual customer journey.

A main challenge for businesses is to adopt that channel agnostic view and to develop the proper approach whereby data from different - often very heterogeneous - sources and formats, should be integrated in a journey-centric perspective. That's a huge challenge and exercise.

Transactional data, marketing metrics, social monitoring data and demographic data are all crucial, yet sometimes hard to integrate. However, it's in those processes and exercises that a journey-centric support system is born and the data that really matter are translated in actionable metrics and KPIs.

A data-driven strategy doesn't mean using every little piece of information: it's a selection process, steered by the business goals and obviously the customer journey. The same way, multi-channel doesn't equal channel-centric. And the fact that the consumer is becoming channel agnostic, does not mean mastering the channels is not important for marketers.

However, understanding how all these channels work together from a journey-centric perspective is much more important. Not for the sake of the channels but for the sake of the bottom-line and the consistent customer experience. That's what a single view is really about.

Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".