For this article 80 B2B service providers have been interviewed to learn about their Multi Chanel Strategies for 2008. Here the top 3 strategies and the relevance of Mbarc technology in these strategies.
Strategy number 1: follow your customer in every channel.
Online marketing/CRM technology with tools like: profiles, measuring clicking behaviour, measuring buying behaviour, etc. are very advanced and enable marketing departments to serve its online customer in a 1 on 1 engaging way, over and over again. Still its very difficult to measure who of this online customer actually visits the offline store. Worse right now when the computer is switched of your best customer is as anonymous as anybody else.
A better insight in the behaviour of your customer in all channels is the key to succes. So who is your customer, what is his or her channel of choice and what other channels are used, etc. it creates opportunities to serve the customer better where or when he- or she likes.
So where can Mbarc play a role in this? If you integrate a mobile barcode gateway into your marketing platform marketing departments can deploy loyalty or coupon actions where the phone will be the carier of your profile and action and the customer can be send to the location of choice, the nearest store.
When the customer scans the barcode on the Mbarc M4.
A handshake between the customer on location and your marketing platform is made and the system can decide 1) to log the information and act later (online) or 2) to respond pro-actively and give an extra incentive for visiting the shop.
So the Mbarc technology builds the bridge between the online- and ofline world and vice versa. This enables your customer to follow the customer in any channel and have acces to his or her full profile.
Strategy number 2: be a consistent communicator about your brand
In the customers point of view your company is one, so at every contactpoint -irrespect the contact person- the customer expects to get the same consistant treatment without having to explain what the history is of the relation between the customer and your brand. This consistent brand experience is one of the primary drivers to do business with your company. So what is personal contact, does your salesforce recognise the customer when he or she walks into your company, is there one account manager, etc.
What can Mbarc do about this? Not much, this is more about how you organise your customer care programm internally, if its unlikely to train people you can empower the sales agent at the point of contact with connections between the agent and the CRM data. On a location you do can use Mbarc technology because the mobile barcode can connect the customer on a location to its CRM data and thus empower your sales/service people on location to serve your customer best.
Stragey number 3: manage your customers to go to the right channels.
In managing your customers between channels you can build a stronger connection, save costs and optimise sales. For instance you can decide to "selfservice" the less valuable customers to put more attention to the valuable customers. But to save time your valuable customer prefers sometimes selfservice online. So what is the right channel?
Building on strong marketing or CRM technology you can manage to send the online customer to an offline location and thus manage your customers to the right channels.
These and other Muli Channel strategies prove that Mbarc Technology is unique in creating the bridge between the online- and offline world and can enable a lot of new business cases for multi channel marketing and sales. So what is your strategy for 2008?
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