How Cross Channel Orchestration Works
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How Cross Channel Orchestration Works

How Cross Channel Orchestration Works
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With the increased use of digital platforms, customers expect the interactions they have on their desktops and mobile devises to be seamless, responsive, intuitive and, easy to use. To gain continued satisfaction and loyalty from customers, marketers must deliver relevant experiences.

Often, the things customers say they want out of an experience is different from what they receive from companies. Customers wish for personalized experiences that are contextually relevant and consistent, regardless of whether the channel is online or offline. However, customers often receive disconnected experiences that aren’t contextually relevant and inconsistent across channels.

This is an issue because 2/3 of shoppers use multiple channels to make purchases. A customer uses, on average, three channels before converting. The average shopper makes more than nine visits to a retailer’s site before deciding to buy, and customers who shop on multiple channels have a 30% higher lifetime value than those who shop on just one channel.

The best way to fix this is to use the right technology that provides your brand with the capability to personalize the full customer experience across messages, web, mobile, and applications. It is vital that B2C marketers can orchestrate the whole customer experience from messages to conversion, and extend personalization and consistency across all channels. Marketers also need to increase their engagement with customers by speaking with them through their channel of preference.

While 96% of marketers say customer experience optimization is key to their bottom line, they struggle to understand what content should go to which segments at what point in the customer journey to maximize their ROI. An excellent way to optimize a customer’s plan to purchase is through testing and optimization. Optimization uses data to discover and deliver what customers want systematically. Optimization starts with a trial that is easy enough to continue to implement, yet powerful enough to produce results.

As a marketer, you should use technology that empowers you to find the best experiences to every journey your customers take as they move between their different devices.

Want to implement cross channel orchestration? Click on the link below to watch a quick video and to download the whitepaper How Cross Channel Orchestration Works.


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Emily Pribanic
Emily Pribanic
Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

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