What do we mean when we say “cross-channel orchestration?” On the surface, we’re referring to our ability to reach customers wherever they are, regardless of channel. This day and age, those options are endless. From online and offline to web and mobile to push and pull, there are umpteen ways to aid your customers throughout their journey. Going one level deeper, it also means that across these disparate channels, mediums, and interfaces, our core message is consistent with user expectations. It means that the customer’s experience is a holistic one, driven mainly by their needs and behaviors.

Cross-Channel Orchestration is so much more than just “integration.” It’s the grail of delivering rich, meaningful customer experiences. As we enter this new age of marketing, the holistic customer experience is paramount. We’ve reached a point in marketing where…

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