Bridging the gaps across digital, online and offline channels is an organizational challenge many marketers face. The siloed operational mindset is no longer effective, resulting in a disconnected customer experience. In this organizational construct, brands view the transactional activity of consumers in each individual channel and not holistically across all channels. Therefore they’re missing a 360-degree view of the consumers they are trying to reach and lacking the insight needed to engage customers with compelling and consistent experiences.
Today’s marketer understands the need to combine the powerful efforts of both strategy and technology to offer a unique and engaging customer experience. “Customer relationships are now the only remaining source of competitive advantage, which makes earning customer loyalty mission-critical in the age of the customer.” This according to Forrester Research, Inc. in their latest report: The Forrester WaveTM Customer Loyalty Solutions for Large Organizations.