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For today’s marketer trying to create meaningful, relevant experiences for each customer across touchpoints, the struggle is real.
Whether they’re browsing a website, scrolling social media or shopping in-person, consumers expect each interaction to be personalized and flow effortlessly. This puts pressure on marketers to create flawless experiences that truly reflect a genuine understanding of their customers and demonstrate appreciation for their loyalty.
According to Harvard Business Review, 73% of consumers use multiple channels during their shopping journey. With shrinking budgets and limited resources, achieving this level of personalization is no small task. Having ongoing brand-consumer conversations with authenticity requires marketers to have insight that only data-fueled orchestration can provide.
Great marketing puts the customer first and, in today’s interconnected world, this can’t be done without the right technology. Recent research shows that 40% of consumers purchase more from retailers that provide a personalized shopping experience across channels.
Meaningful customer experiences that speak directly to your customers cannot be created without the ability to drive personalized communications across touchpoints. This is where omnichannel customer journey orchestration comes in.
It lets you react to every action a customer takes—opening an email, clicking a link or adding a product to a cart—and offers deeper awareness into their interests and intent. Without it, marketers operate with a disconnected view of their customers’ behavior.
Ineffective orchestration can disrupt the customer journey by sending messages at the wrong time or through an unsuitable channel, leading to confusion and disengagement. Omnichannel journey orchestration addresses this by ensuring customers are guided through relevant touchpoints based on their behaviors and interactions. By routing them to the appropriate next step, marketers can align engagement with customer intent, creating a more seamless and impactful experience.
It also breaks down the walls between applications and cross-functional teams, which makes setting KPIs and assessing performance easier. Without a centralized place to track multi-channel campaigns, marketers struggle to effectively evaluate performance and optimize for better results.
An advanced cross-channel engagement solution, designed to create a relevant brand-customer exchange, is equipped with an orchestration canvas where you can plan and collaborate your marketing strategy all in one place.
You can use an omnichannel customer journey orchestration canvas to outline your brand's owned-channel (email, text/SMS, mobile push) messaging strategies and create and automate the experience your customers will have on a whiteboard.
Essentially, you can see the story your customers will experience step-by-step, whether it’s through a single email or a series of brand communications. The canvas shows you what communications a consumer engages with and provides a closer look at behavior patterns so you can build seamless experiences.
With this powerful technology, you can personalize customer journeys, automate email campaigns and provide real-time product recommendations by connecting data from various platforms.
Having everything in one place helps you create more meaningful customer interactions and builds stronger customer loyalty.
Research shows that brands with extremely strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel engagements. Effectively delivering a cohesive brand experience requires extending the reach of your communications to bridge both owned and paid channels.
A strong technology with next-generation capabilities (like Epsilon’s Messaging), is built to support the entire customer lifecycle—from acquisition and nurturing to conversion and retention—enabling the seamless orchestration of each stage through an intuitive canvas.
In addition, Epsilon has real-time engagement features that allow you to design personalized journeys without relying on the traditional custom "event" structures that are built into most platforms. You can quickly hone messaging, optimize engagement and improve the customer journey based on brand site activity.
By building your customer journey in this way, you not only create a relevant, personalized customer journey across touchpoints, but you also enhance the ability to drive conversions from acquisition to retention.
Without a strong data foundation, marketers risk undermining the effectiveness of their omnichannel campaigns. Data is the backbone of successful owned-channel strategies, serving as the raw material from which insights are drawn, decisions are made, and campaigns are crafted.
In today’s landscape, where personalization and accuracy are key, marketer’s need an advanced solution powered with data-fueled orchestration to optimize their customer journeys. A platform with next-generation capabilities leverages third-party data to broaden the reach a brand's first-party data provides, creating one, unified view of each individual customer.
Epsilon’s cross-channel engagement solution helps marketers segment and personalize customer journeys, routing them based on key demographic and lifestyle data. It uses data to let brands know what their customers want, allowing them to adapt customer journeys in real-time, creating seamless back-and-forth experiences across channels and time.
Most importantly, it gives consumers the ability to engage with brands in one-to-one conversations, which builds brand affinity and fosters better relationships. When brands have access to the right data, they get a clear picture of their consumers, and from there, they can create more meaningful interactions using their orchestration canvas.
Design relevant customer journeys
Epsilon Messaging is a powerful platform that’s designed to seamlessly integrate with your entire tech stack to build data-driven customer journeys. With the right technology you can deliver a unified customer experience that is relevant to your customers across every touchpoint.
If you're looking to upgrade your email marketing technology, take a look at our comprehensive cross-channel engagement solution buyer's guide.
