Building a Persistent Customer Identity to Drive a Superior Cross-Channel Experience
In today’s digital and mobile first world, customer expectations are higher than ever. Consumers expect brands to know who they are, regardless of channel, and they want personalized service that consistently acknowledges their needs and preferences. To provide this consistent experience retailers must have a 360-degree view of their customer, understanding engagement and intent across all channels and across time. To do this they need to build a persistent customer identity, connecting activity online and offline as the customer relationship evolves. This session will cover why creating a persistent view of the customer is important, why it can be so difficult and what different strategies retailers can use to begin down this path.