Master the Multichannel Tango

Track Customer Contacts

Where a customer is concerned with getting consistent service across channels, direct marketers also are concerned with recognizing customers across time and channel. Resolving a customer — i.e., matching an order or a customer back to an existing record in your database — is critical to knowing if your marketing efforts are working, determining profitability of your campaigns and understanding the mix between new and repeat business. While your operations team needs only a valid address and credit card to ship goods to a customer, your marketing folks need robust customer resolution.