Make Customers the Center of Your Omnichannel Strategy [Article]


AS SEEN IN
MarketingProfs Logo


A total of 71% of CEOs say that omnichannel fulfillment is a top priority, according to a PWC survey. Based on my recent conversations with more than 100 CEOs of Fortune 500 companies, omnichannel is a priority beyond retail for both B2B and B2C businesses.

However, finding the right ways to engage with customers today is harder than ever. No longer do we try to get things done in our professional or personal lives using one path—it is far too high-paced and competitive out there to limit our options. And customers are choosing the path of least resistance to get what they need.

If your product or service happens to be on that path of least resistance, you will gain new business. If your product or service is not on that path, you risk falling behind your competitors.

But executive teams are challenged with finding that path of least resistance and achieving omnichannel engagement reality for several reasons, not the least of which is culture and structure. Many companies are built on a brand or product-centric structure. Employees are motivated to live and die by the brand.

So, how do executives think about resorting their marketing mix to put the client at the center? Here are tips and actual quotes from the C-suite.

Read the full article >>

Related Stories

Retail Therapy: 3 Secrets Behind Thriving Brick-and-Mortars [Article]

Posted on 08.30.2017 by in Engagement Strategy

[AS SEEN IN TOTAL RETAIL] Three common traits shared by successful retailers navigating omnichannel experiences

Continue Reading »

4 Ways for B2B Businesses to Keep Their Customers [Article]

Posted on 12.7.2016 by in Engagement Strategy, Featured

[AS SEEN IN HARVARD BUSINESS REVIEW] Advice on how to bring value to your customer engagement strategy.

Continue Reading »

Four Ways Online Customer Surveys Go Awry & Easy Fixes [Article]

Posted on 11.8.2016 by in Customer Advisory Boards

[AS SEEN IN CUSTOMER THINK] Organizations often look to scale the experiences and meaningful dialogues that take place in intimate customer advisory board meetings. Moving this in-person experience to the online world of feedback forums and online surveys poses challenges.

Continue Reading »

Expert: How Feedback Really Impacts Strategy [Article]

Posted on 09.29.2016 by in Customer Advisory Boards

[AS SEEN IN BIZ REPORT] Insights into the value of forming a Customer Advisory Board

Continue Reading »


Customer Advisory Boards

An advisory board is a powerful engine of engagement, insight, and business transformation. Make the most of yours.

A Board Success Factor: Business and Industry Expertise » Advisory Boards: How to Extend the Value »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Want to improve your standing with your C-suite customers? Deliver what executives want: ideas, inspiration, innovation, influence.

C-Suite Insight: Digital Disruption » Looking to Engage Executives? First, Understand What They Want »

Learn More »