At the Vibe Martech Fest’s South Africa edition, leaders discussed the importance of improving omnichannel strategies by delivering targeted customer experience
“Empathy is essential for meaningful engagements. It tends to keep consumers connected with the brand for longer,” said Ileana Diaz – Enterprise Account Executive, Salesforce. She was part of a panel discussing the essence of a well-structured omnichannel strategy for creating meaningful engagement and outcomes with Brandon Mncube – Head Of Digital Marketing, Sanlam.
Excerpts from the discussion:
Omnichannel is complicated but critical. Do you agree?
Ileana Diaz – Enterprise Account Executive, Salesforce
“Empathy towards the customer plays a vital role in creating meaningful engagements. Brands can leverage their customer experience by analysing what their customers need and focusing on empathetic audience engagement, which in turn keeps them connected with the brand for longer.”
Brandon Mncube – Head Of Digital Marketing, Sanlam
“As a marketer, it is important to readdress the touchpoints in a customer journey by emphasising the customer’s needs. Marketers should prioritise their touchpoints and omnichannel to ensure that the customers’ needs are addressed, which also harmonises mutual benefit. This can help brands build a creative standpoint and a better environment for omnichannel marketing. Making use of techniques such as data analysis leverages this further.”
How should marketers be evaluating customer journeys?
Diaz: “It is essential for brands to understand where they are in their marketing journey and the expected end goal. Analysing customer data can not only help brands to make better marketing decisions but also help understand how customer experience can be improved efficiently. A growth mindset is key.”
Mncube: “In such cases, customer expectation management plays a crucial role. By understanding the data correctly, brands can create an enriched customer experience. While customers are provided with the necessary customer experience, they should be able to relate to the brand. Marketers create a balance between both these points and focus on simplifying the customer journey by removing unnecessary friction points and over-engineered processes.”
How can marketers tailor their customer touchpoints?
Diaz: “Understanding and listening to the customer’s needs by analysing their behavioural patterns through data plays a vital role here. Doing so can help the brand connect better to the customers. It is also important to connect with the customer both online and offline equally.”
Mncube: “Brands must ensure that the journey makes sense and is not over-complicated. This should be the essence of a brand’s marketing and omnichannel strategies. Simple yet effective journey maps are key. CXOs must ensure that marketing, messaging, and communication are per the customer and that correct data is captured.”
How does a tech stack help to look at challenges in omnichannel strategies?
Diaz: “This varies depending on the type of audience one is trying to reach and the size and end goal of the company. The tech stack should focus on capturing customer-centric data through different engagement methods. Brands should structure their tech stack keeping in mind that it enables them to scale their processes further.”
Mncube: “Brands should remember that the martech stacks are mere enablers to your marketing strategies. A common mistake is focusing only on the stack and not creating an effective and well-structured strategy. Hence, the stack should be built around and upgraded according to the created marketing and omnichannel strategy.”
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