Although it is well known that specialized data management tools are used for general marketing, many companies find it difficult to use them properly and achieve clear results. Let’s look at omnichannel marketing solutions how to overcome them to provide a consistent customer experience across all channels.
Challenge #1. Absence of Data-Driven Corporate Mentality
Automation of multi-channel marketing relies on large amounts of data. However, without a corporate system in the data center, enterprises cannot use this fiery light to customize the customer experience across multiple channels.
Data-Driven Corporate Mentality
Data Management Required:
- A centralized data management center that integrates all data sources. All teams involved in marketing campaigns are required to enter this position. Also, you need to know what kind of information is available.
- A dictionary of information describing all the dimensions of obtaining information from different teams and how to use it.
- Knowledge of employee information. In order to make predictions and predictions you need to learn how to interpret boards and gain insights from marketing analysis.
- Introduction to Decision Making. Behavior is not based solely on behavioral feelings or management assumptions. Before teams and leaders can take action, analytics must play an important role.
Challenge #2. Lack of Resources and Technical Skills
Even teams who understand the importance of omnichannel marketing are reluctant to develop this information center strategy due to financial and technical constraints. Although data management systems are expensive for them, their effective use requires a dedicated team to manage a new set of tools or to retrain internal marketers.
The Solution
- Data management solutions are becoming more flexible and more convenient for businesses of all sizes. You can choose a trial version or a simple plan to evaluate the suitability of a particular solution.
- Instead of building a team of data scientists and engineers to configure and manage your marketing information system, seek the advice of your platform vendor or a special third-party partner. These consultants provide complete support, from choosing the platform of your choice to training staff and how to use them.
Challenge #3. Complexity of Data Integration and Management
With so many information sources available, companies are struggling to get a unified view of their customers. When you try to combine information from different sources, you run the risk of compiling different data formats and losing important process information.
The Solution
- Integration requires an effective database for managing data. This means that the entire process from data preparation to integration to subsequent management must be divided into open business processes (information engineering, data analysis, data quality, etc.) and defined based on an accepted data management model. I have. As such, it’s much easier to check if the information has recently been changed, lost, or checked.
- Cloud-based solutions eliminate the need for new technical teams to connect data across multiple sources and devices. If you have difficulty managing a complex information management system, please contact our consulting services. These help transform information and manage the platform.
Challenge #4: Data Quality Issues
Although the data has been successfully integrated, its quality remains questionable. Data may contain errors, inconsistencies, and recurrences.
The Solution
You don’t need 100% clean data. For big data, for example, this is not possible. However, to do the right thing, you need to keep it at a “good” level and use automated monitoring solutions regularly for critical errors and inconsistencies.
A small checklist for improving big data quality:
- Prioritize the reliability of the data source. Always check for information from public or unreliable sources.
- Scan the data for duplicates, non-standard presentations, and unknown types.
- Please check the information against standard or special rules before joining.
- Performs manual and automatic standard audits of information.
Challenge #5. Real-Time Data Processing for Instant Customer Assistance
When customers move between multiple channels, they should not feel that they are interacting with different companies. Therefore, it is not advisable to start from the beginning whenever you switch between channels. Knowing this, companies try to convey personalized messages to their customers based on live events through various marketing channels.
The Solution
- Speed up customer engagement by enabling AI-based systems to retrieve information from all data sources. AI can process the customer’s work in real time and dynamically provide the next best work for each use case. To do this, the algorithm uses customer browsing, purchase history, and brand interaction. You can use this information to hear, explain, and respond to your customers’ intentions before providing a personalized experience.
- Implement customer service by synchronizing chats, calls, social media, and email. Such systems show which channels are working well and what service personnel are doing, such as speed and quality of response.
Challenge #6. Lack of Transparency Between Different Teams Within Marketing Campaigns
Through OmniChannel Travel, customers share a lot of information about themselves and provide a lot of information for personalization. However, if everything is stored in silos, the organization may not be able to fully visualize the client and handle incomplete information to deliver mixed or repetitive messages.
The Solution
The 360 degree consumer perspective means moving away from the silo spirit (information is not shared between different teams) and linking data sources to each other. The sales team needs to know why marketers are leading. To respond quickly to calls and tickets, service personnel need to be notified of all updates, releases, and promotions. At the same time, service personnel need to share marketing and sales information.
Silo isn’t bad at all and isn’t suitable for multi-channel strategies. To overcome this, companies need to do the following:
- Move to a client-centric approach. List the different departments of your customers, their pain, and their expectations. Invite each team to see how their work affects customer behavior and how integrated efforts change. Have regular meetings to define and discuss strategic goals and display them in the internal hierarchy.
- Remove the barrier between the team and the management level. The most convenient way to run an isolated business is to provide a platform where all teams can provide simple information. As a result, all channels and contacts are connected, ensuring accurate and up-to-date information for employees communicating with their customers.
- Measure what’s important. For example, install a client-based KPI. Recognize and reward successful clients.
