Real-time dialogue

When it comes to online marketing effectiveness, conversation rates are disappointing. Capgemini believes that part of the problem is that companies have adopted an approach of talking AT customers, rather than WITH them. A fundamental human characteristic has been forgotten: We like to engage in conversation, where we both hear and are heard.

Establishing a real-time dialogue

The answer is to establish a genuine dialogue with the customer. This means tracking customer behavior in real-time and triggering a direct, relevant response to every click or action.

To make this happen, three steps are needed:

Review your channel strategy to break down barriers between channels, and track customers across multiple channels using data management platforms.
Adopt real-time analytics so that you can instantly make relevant offers to customers, based on up-to-date information.
Realign the technology landscape, and the business as a whole, around real-time dialogue with customers.