Through multi-channel interactions and delivering the right content and information at the right time and in the right environment and context, we can optimize the relevance and return of everything we do as marketers. Omnichannel marketing and omnichannel retail, as they are called now and then, are hot.
And the reasons are obvious: the multi-channel and multi-device behavior of customers continues to make the customer experience more important than ever. Note: omnichannel, what’s in a word – is more often used in a retail context where the borders between online and offline are really dissapearing with lots and lots of new technologies at the basis.
However, often we tend to focus on just the promotional dimension and forget the omnichannel customer loyalty side of things. As the people of ‘loyalty experience’ company Kobie rightfully state in the infographic below, there is more to the omnichannel ‘big picture’. One of the missed opportunities certainly involves what happens with the data, Big Data, coming from all the different touchpoints and channels.
And this is certainly the case from a customer loyalty perspective. “Too often marketers fail to incorporate loyalty early enough in the omnichannel big picture“, the infographic says. And it continues: “it’s not about offering a discount, it’s about offering someone the right offer at the right time”. It’s a credo in IT, content marketing, information management, marketing automation, retail, omnichannel, you name it.
Right time, right place, right offers and right customer experiences as customer loyalty is very much a matter of consistent and valuable customer experiences across touchpoints.
The essence of omnichannel customer loyalty
The experience begins before someone is actually a customer and so does loyalty. It starts by offering the right answers to the right questions people want when trying to find out more about a product, a service and a business.
It’s a promise that has to be kept alive and grow through the entire customer lifecycle with Customer Lifetime Value or Customer Lifecycle Value (LTV or CLV) as an end goal. It starts with acquisition the infographic says. In reality, it starts earlier.
The question is which tactics, channels and metrics you need to make sure the Customer Lifetime Value is optimized. Because one thing is sure: for your business goals, loyalty is more important than ever.
Check out why and discover the essence of omnichannel customer loyalty in the infographic.