Multichannel-CX-400The convenience of engaging with businesses digitally at any time, on any gadget and over a choice of channels helps consumers accomplish more, faster. And they’re embracing this multichannel trend wholeheartedly, often using several screens simultaneously to complete a single task.

As they jump from one channel to another and back again, customers expect brands to keep up. What’s more, they want personalized interactions. Recent studies have found that 87 percent of customers think brands need to put more effort into providing seamless experience across multiple channels, and 73 percent of customers prefer to do business with brands that use personal information to make their shopping experiences more relevant.1

The ease of digital technology has raised the standards of what constitutes a positive customer experience, but as online and mobile customer interaction points grow in number and complexity, it’s getting harder for brands to deliver the personalized engagement customers expect. Businesses are fully aware of the strategic importance of getting this right. Marketers see one-to-one personalization in a real-time, multichannel context as the future of marketing. Unfortunately, accomplishing this is more difficult than it seems.

Retailers report significant barriers to becoming integrated omnichannel organizations capable of seamless, individualized customer interactions. While most cite internal technology challenges and poor operational execution, the number one challenge is linking identity data. Only one in 10 businesses have tied together customer data from multiple channels to create the single view of the customer that forms the foundation of seamless interactions at all touchpoints.2

Customer experience success in the multichannel, digital world demands a new approach to identity data management. It requires a centralized system for managing identities throughout the business instead of separately capturing, storing, and managing customer data for each application or channel. In addition, it requires an integrated approach to security that ensures data is protected across all touchpoints.

While multichannel digital engagement is driving a new level of complexity for businesses, it provides opportunities to reach customers where they are. The right identity management solution helps brands improve customer experience no matter how a customer chooses to engage. The brands that place the customer at the center of their organization in every way will be the ones that succeed.

1. http://www.onereach.com/blog/?p=1654  & http://www.digitaltrends.com/social-media/why-consumers-are-increasingly-willing-to-trade-data-for-personalization/#ixzz2g8dgrqko

2. http://www.eweek.com/small-business/big-data-customer-privacy-top-challenges-for-marketers.html

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Want to know more about how to win customers in the multichannel, digital world? Check out the infographic Secrets to Multichannel Customer Experience Success.