Marketer across the board are grappling with ways to understand the customer journey better. This will help optimize the touchpoints in the journey. Designing such a journey is getting more realistic now with the availability of granular bits of data. The engagement channels provide enormous amounts of intelligence across the journey but optimizing all of it into a coherent picture is the challenge. A lot of this information resides in disparate groups such as with sales, marketing, customer care or product development. The traditional approach has been to perform as much of data warehousing as possible so that meaningful insights may be gleaned. But it is also important to have the right kind of data and appropriate analytics tools being used. To ensure the optimum results in the company’s digital marketing efforts, customer care has to take the lead. Within the omnichannel approach, it is this department that can extract the essential information from social media, chat data, self-service channels and service data. All forms of obstacles which impinge collaboration or information sharing need to be muted out.


Uploaded Date:10 July 2018

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