Digital trends are changing the current landscape. Email, web, social, mobile, content and digital technologies are all evolving and with that, so have customer expectations. Customers want seamless experiences when they are interacting with your brand. They want to have streamlined communications and have consistent messages across multiple channels.
While everyone likes to complain about email, this messaging challenge is really a cross-channel one. Consumers have a fragmented experience across channels, and we all live it as consumers every day. For example, you might purchase a product on the web, and that could automatically trigger an email with an email marketing system. But when a few days pass, you get an ad for the same product you already purchased. As you are probably aware, this can be quite frustrating and Accenture actually did some research around this, and found that 78% of customer receive a fragmented experience as they move from channel-by-channel.
But customers aren’t the only ones who need to be engaged. Partners and Suppliers do as well. 42% of partners are not clear how vendors use their feedback, according to Gallup. Which also indicates there are broken experiences and inconsistencies not only across channels, but stakeholders as well.