The State of the Omnichannel Experience | Presented by State of Pay with Synchrony

The State of the Omnichannel Experience | Presented by State of Pay with Synchrony


Omnichannel is really everything that describes how we engage and interact with customers from all lines of business. So that could be your phone, the internet, brick and mortar. Once you’ve got all those pieces, now you’ve got to somehow figure out how you connect everything together to make an entire suite of experiences. Payments today are more than just cash. Increasingly, you’re starting to see alternative payment methods of all sorts. What’s exciting about the future really gets
into this concept of personalization. It’s trust. Foundationally, are we
treating you the right way? Are we managing our relationship
with you the right way? Have we set the right expectation with you? It’s a winding road of
ups and downs and ins and outs and different needs over the course
of a customer’s life journey that we need to be responsive to. We used to simply pursue, “Can I get you to my site?” Now I need to understand what you like. What were you looking at before you came to my site? Were you on a travel site? I should present travel content. Were you looking for a gift for a spouse? Probably not good for me to serve up a toaster. So essentially every channel needs to be
integrated and talking to each other. Because the data from one channel’s
incredibly relevant to the next channel. So if I know you shopped and you bought those shoes, I should be able to translate that into your next digital shopping experience. Stop with the boots. Ten months later and I
still get the same pop-up. So little things like that about knowing
the customer and understanding that data can have that personal touch whether you’re
in person, on the phone or through digital.

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