Magazine Article | February 15, 2012

Cross-Channel Customer Engagement

Source: Innovative Retail Technologies

March 2012 Integrated Solutions For Retailers

By Matt Pillar, Editor In Chief

True customer centricity requires cross-channel dialogue with consumers. How do you engage in a multimedia world?

The venues of customer engagement are many and growing. As consumers leverage new media to engage and transact, we sat down with Gary Edwards, chief customer officer at Empathica, to discuss how retailers can pull treasure troves of information from a multimedia avalanche of data.

What are some fundamental strategies for a holistic cross-channel approach?

Edwards: We’ve evidenced a problem among many retailers, wherein the experience they’re providing to consumers is different from one channel to the next. The brand personality changes from the site to the store to the call center and so on. Retailers are challenged to create consistency of the brand message across channels. Do you carry that personality and brand promise through? Are you rigorous in ensuring it’s upheld and consistent in personality from one channel to the next?