The unified customer experience has become a differentiator that propels brands ahead of their competitors. An organisation that delivers the same personalised messaging and fulfils its promises across channels has a greater ability to attract, convert and retain customers. In doing so, it creates relationships that inspire loyalty, reducing acquisition costs and increasing the customer’s lifetime value to the brand.
Unfortunately, many organisations are still struggling to offer these experiences to their customers. As the digital ecosystem grew around traditional marketing, channels were naturally divided into siloed departments, leading to fragmented messages, campaigns and experiences. The investments required to deliver consistent and engaging experiences across channels take a significant commitment from the entire organisation.