The future of customer engagement - omnichannel tracking
In a world where customers increasingly interact across multiple channels - online, via app, email or in-store - the ability to track and integrate these interactions is critical to business success. Omnichannel tracking captures all customer interactions across all available channels, providing a complete 360° view of the customer.
Today, a seamless and consistent customer journey is essential. Customers expect personalised experiences, whether they are interacting via a website, mobile app or social network. However, fragmented communications and isolated data silos often prevent the full potential of personalised engagement. The key to optimisation lies in integrating and centralising data to create a complete customer view and accurately map customer behaviour and needs.
Technologies such as Emporix, Braze and Snowflake play a critical role in meeting these needs.
Challenges of the cross-channel customer view
The biggest challenge to a cross-channel view of the customer is data fragmentation. Companies often work with different systems for web data, app interactions, email communications and face-to-face customer contact, creating data silos that prevent a holistic view of the customer.
Typical challenges:
Poor data integration: Interactions in one channel (e.g. web) are not taken into account in other channels (e.g. email).
Missed opportunities: Poorly integrated data leads to non-personalised campaigns and lower conversion rates.
Isolated customer data: Fragmented data makes it difficult to ensure consistent and targeted customer communications.
This fragmentation results in inefficient data management and poor personalisation, leading to missed revenue opportunities.
A successful omnichannel strategy must ensure that all customer data and interactions are seamlessly integrated. Together, Emporix, Braze and Snowflake offer a comprehensive solution to enable a consistent and personalised customer journey.
Emporix: Centralised data platform Emporix aggregates data from different channels (web, app, email) in real time to ensure a consistent customer journey. By integrating different systems, Emporix ensures that all customer data is managed centrally and efficiently.
Braze: Personalised customer communication Braze enables the orchestration and personalisation of customer communication across various touchpoints, be it via email, push notifications or SMS. By processing real-time data, companies can send their messages to customers in a targeted and needs-orientated manner.
Snowflake: centralised data management Snowflake consolidates large volumes of data in a cloud-based environment. It processes and analyses real-time data from Emporix and Braze to ensure a comprehensive 360° view of the customer.
Case Study:
A fashion retailer uses Snowflake to integrate web and in-store data. Emporix centralises customer data, while Braze sends personalised offers to customers who have previously viewed a product online but not purchased it. The result: increased conversion and improved customer loyalty.
Benefits and ROI of a 360° view of the customer
The benefits of a complete 360° view of the customer are numerous:
Improved personalisation: All relevant customer data, from preferences to interactions, is available in one place. This leads to higher customer retention and more personalised service.
Increased efficiency: Consistent campaigns across channels reduce redundant processes and increase efficiency.
Increased customer satisfaction: Customers feel understood and cared for, increasing loyalty and reducing churn.
Increase customer lifetime value (CLV): Optimised customer management leads to increased customer loyalty and long-term revenue growth.
Conclusion & Outlook
A consistent, cross-channel 360° view of the customer is critical for companies to improve customer experience and retention. Technologies such as Emporix, Braze and Snowflake enable companies to efficiently implement their omnichannel strategy and seamlessly integrate customer data.
In the future, AI-based personalisation solutions will play an increasingly important role in enabling more accurate predictions of customer behaviour. Detailed customer segmentation will also enable companies to create more targeted campaigns.
Secure a 360° view of your customers