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:

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