Once the main vehicle for how brands connected with visitors online, these days, the website is just one of many channels used to nurture relationships and influence purchase decisions. From email to mobile app, call centers, digital kiosks, and more, brands are discovering the key to acquiring and maintaining customers requires delivering a tailored experience, regardless of whether they are interacting on-site, or off.
In this blog post, we’ll outline some important considerations when it comes to incorporating various channels and touchpoints within your personalization strategy as well as highlight some high-impact use cases for each.
Establishment of a cohesive data set
Much like how proper website personalization relies on a complete 360 degree/single view of the customer, so too does experience optimization across channels. It is, therefore, incredibly important that vital information such as real-time behavior on-site, online and offline conversion history, geography, product affinities, cross-device activity, or any other piece of data acquired about a visitor is able to flow freely throughout your marketing stack to maintain consistency and relevancy in experiences from one channel to the next.
However, the more systems of engagement (SoE) employed to handle various areas of your customer experience, the greater the likelihood you will face issues with data fragmentation. Built to integrate, consolidate, and unify data from any available source, an omnichannel personalization platform is recommended to achieve this level of cohesion.
The shift to APIs
As more channels are added to the customer journey, Product & Engineering teams must now work in tandem with Marketing to build experiences that will engage audiences in new and meaningful ways. To do this with a greater degree of flexibility and control, many are turning to Application Programming Interfaces (APIs), allowing them to embed personalization and user-level data into:
- Mobile apps
- Digital displays
- Interactive screens
- Clienteling apps
- Point-of-sale (POS)
- Call centers
Though much more involved, implementation via the server-side approach comes with many advantages over the traditional client-side approach, offering full visibility into all relevant aspects of a user’s online experience, including their behavior, the messaging they have been exposed to in each channel (certain test variations or recommendation strategies, etc.), as well as how they engaged with it. And as decisioning happens centrally, it is much easier for teams to orchestrate all their apps – be it web, native, hybrid, or whatever the next trend is. Lastly, it simplifies linking between the various channels and devices, executing based on a customer’s full data profile.
ICYMI, Dynamic Yield is offering a free 14-day exPerience APIs trial. Simply sign-up for access to a sandbox environment and start playing.
Identify strategic areas of opportunity
Before attempting to get in front of consumers in as many places as possible, you should carefully balance the need to optimize existing traditional digital channels and those that are considered emerging. For even though expectations are constantly rising, this pressure to be everywhere can often have adverse effects on the overall customer experience, especially if teams don’t have a clear understanding of how business value can be derived from a specific channel.
Like with any test idea, you can vet channels and touchpoints to experiment with using the same tried-and-true personalization framework, identifying strategic opportunities from within your data to inform decision-making.