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.
