Know your customers wherever they are
Retailers often don’t know that a customer who hits many touchpoints is the same person. They should.
- October 2012
- By Josh Leibowitz, Maher Masri, and Kelly Ungerman
Authors
Jane wants to buy a TV and starts her shopping journey with a Google search. She finds an electronics review site, clicks on a banner ad, reads about the product details, and decides to go into the store to see the model. She speaks with a sales associate and posts a picture of the TV on Facebook for her friends’ feedback. She also uses her smartphone to do a quick price comparison, and scans the QR code to get additional product information.
Welcome to problem #1 for retailers: The company knows that a potential customer has interacted with it across a lot of touch points but it has no idea that all these interactions are with Jane. It can track each of these interactions across touchpoints, but doesn’t know how to tie them to an individual customer. Since each touchpoint yields a particular piece of data, this becomes a complex data management challenge.
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Comments (1)
Submit a commentGreat article in HBR. I’m a big fan of the Customer Buying Journey and I love your stat – 5 to 8 x on ROI. That is a powerful convincing argument I can use for my clients. May I ask, where did you find that stat?