Mobile Couponing Is Only One Part Of A Continual Customer Dialogue
By Michael Hylton on Dec 21, 2011
So I was reading an article from yesterday’s Wall Street Journal titled “Procter & Gamble Cuts Mobile Coupon Deal” and it got me thinking that presenting a coupon on a smartphone is neither the beginning nor the end of the customers’ journey with a brand. Engagement begins with strong insights of your customer, either implicit or explicit, by collecting and holding customer data across all systems and customer touchpoints into one central location. And relying on that centralized data across all interactions with customers.
The next step is to provide a consistency customer journey, whether they begin researching a product on your website, have a conversation with a call center agent, go into your store or field office, or engage with you via a smartphone or tablet device. Once the customer places the order, it follows that the order and fulfillment should be visible to the customer as well as any of employees. And finally, couponing, like in the Procter & Gamble example, is only one piece of customer loyalty as it’s broader than that in order to maintain a continual, ongoing relationship with them. You can read more about Oracle’s vision around Complete Commerce by reading this white paper titled “Deliver a Superior Cross-Channel Commerce Experience”.