Successfully mastering multi- and cross-channel management

In the digital age, the way we shop, book trips, search for info, and ultimately how we communicate has changed dramatically. We are increasingly buying products and services on the Internet - e-commerce has long been established. New technical possibilities such as mobile payment, cloud computing or improved e-commerce platforms are driving the changes. Customers move dynamically and hyper-networked in the digital world through the multitude of communication devices. As a result, both potential new customers and existing customers can and want to engage with the company on an increasing number of channels. These include local stores, but also online stores and telephone order hotlines. Customers increasingly expect a variety of interaction options.

It is now essential for companies to know exactly which customer they are currently in contact with - regardless of which communication channel they are currently using or have already used. The idea goes even further: Is it possible to target and differentiate customers who prefer one channel or another? Various search engines are already doing just that.
 

360 Degree Customer View in Multi Channel Management

In multi-channel management the data integration of the different channels and thus the data sources is the big challenge. Despite multi-channel, the right approach and the right offer must be tailored to the customer. The prerequisite for this is a 360 degree view of the customer in the CRM system. To achieve this, all information about the customer available in the company must be consolidated. However, this information is often distributed over different systems and locations.

Uniserv enables you to have a 360 degree view of your customers with state-of-the-art technologies and proven best-practice models. With the Customer Data Hub, you combine all your quality-assured customer data across all channels and organisational areas. So you always know what a customer ordered via the hotline, bought in the web shop or what he or she complained about at the service centre. You are able to manage many channels (multi channel management), but also to identify and use connections and relationships across channel boundaries (cross channel management).
 

Advantages of Multi Channel Management
 

• Data as required by the business for the processes
• 360 degree customer view through consolidation of customer master data
• Integration of all communication channels for all-encompassing transparency
• Optimised data quality for efficient customer targeting