Today, most companies engage in multi-channel sales, offering products both online and offline. However, multi-channel sales tend to be fragmented, with different teams focusing on developing customer experiences for specific channels.
The solution is to move beyond multichannel to omnichannel sales, which offers a better experience for customers. But in order to make this happen, you need to start with a deep understanding of customer expectations, needs, and behavior. In other words, you need a lot of data and advanced analytics.
By harnessing customer data effectively, you can personalize the customer experience across physical and digital channels that meet the customer’s wishes before, during, and after the visit. Customers receive products, offers, and communications that are unique to them as individuals. The end result is better customer lifetime value.
What’s inside
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What omnichannel and customer lifetime value mean
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Where to personalize in B2B and B2C
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How to choose the right technologies
