A Framework for Driving Omnichannel Loyalty

Due to the proliferation of personalization and CRM technologies, customers have come to expect brands to know who they are, what they purchased and their channel preferences for interaction. For many retailers, implementing an overarching omnichannel strategy has revealed a key pain point: siloed data. Many retailers have a heterogeneous set of vendors across e-commerce, point of sale, email service provider, CRM and customer support systems. These systems were deployed at different stages of the company's life, and over time they've grown to be silos of data that are difficult to integrate for the purpose of providing a single view of the customer. The bottom line: Executing an omnichannel strategy puts an increased strain on your whole team, especially marketing and IT.