What Is Unified Commerce?
The ability to Always provide relevant and seamless customer experiences in all channels on individual bases where each channel empowers all other channels.
It’s more than technology
Superior customer experience requires organizations with capability to unlock the value technology provide. Below are 5 areas representing different characteristics including maturity levels of organizational and technical capabilities that combined is a foundation for transformation to superior customer experiences and unified commerce. The model is generic but Remit work with solutions from SAP Customer Experience suite C4/HANA.
Transformation is based on successful organizational onboarding of technical capabilities. There is no silver bullet that solves everything. We recommend a step based approach.
Knowing your customer is good, having the consent of customers for communication, tracking and store data is vital driven by GDPR but the customer value is when customers Trust your brand.
From a technical capability view Trust means allowing customers to control their data and consents given. They are in control.
From an organizational the fulfillment of services and the experience of usage of given consents.
There are few loyal brand advocates that do not trust "their" brand.
2. Collection of data
With Customer consent behavioral and other data are collected but if data is scattered in silos the value the data provide is limited. As consequence data silos must be integrated and solutions be built for this. It's common that solutions compete in what they are trying to solve and achieve and same kind of data exists is multiple places.
A good online experience turns bad if the message is disconnected when customers engage with sales represents or customer care.
Data silos limits seamless customer experiences. Integration solves this.
3. Data discovery
A simple purchase recommendation online based on behavioral segmentation data online with a hit ratio of 20% makes the incorrect recommendation in 80% of the cases.
Should we really recommend items that the customer been looking at online last week if have access to data saying that the item was purchased yesterday in store?
If a customer is browsing from a place where it's currently snowing should we really recommend short sleeves clothes just because it's May?
Having access to data in real time improves customer experiences.
4. Analysis and performance
Metrics and predictive scores on individual and/or account bases allows new ways of working with customers. Examples:
Buying propensity. Should we give everyone the same discount?
Brand Loyalty, The segment loyal customers where loyalty been dropping 20% last 180 days. What can we do to get them back before losing them?
Account Activity, based all interactions from Sales, Service, e-commerce and web. Take action when activity is dropping not when sales is down.
Individual and account metrics and scores allows new ways of working with customers.
Having the capability to communicate on individual basis. Example:
An individual recommendation to a customer as part of an email campaign.
When online the customer is met with the same for him unique recommendation.
When chatting with customer care or sales they have access to the same recommendations and take action based on metrics such as given discounts or recommendations.
Insight based 1:1 based communication is more relevant than segmented communication.