How to join up your thinking when you’re talking to customers

To be able to give a consumer an omni-channel experience, businesses need to gain insight into the customer at every stage of the journey across all channels and listen to what they want.

“Brands are built around business processes, which are by their nature siloed,” says Jason Hemingway, chief marketing officer at Thunderhead. In other words, explains Hemingway, they are having disjointed, “siloed” conversations with their customers – and that what brands should be doing is providing their customers with a seamless, frictionless experience that spans every channel and every interaction.

He points out brands can do this by having a system in place, which recognises customers no matter where they are on their brand journey. “The key thing is learning about somebody’s intent whenever they interact,” says Hemingway. “If a company can provide somebody with what they want they will come back and like them as a brand.”

Thunderhead has developed technology called the ONE Engagement Hub, which links cross-channel and cross-device behaviour to create a real-time, omni-channel view of the customer. The technology has been helping reduce customer churn rates for customers and increase advocacy for brands.

He says: “It acts as kind of a brain. It is all about looking at the customer’s journey and understanding what that is and delivering the appropriate response based on their intent.

“It will show companies where their drop-off points are, and help them decide on the next best conversation they can have with the customer. It can recommend things to the call centre agents, based on the customer journey history and stop brands having irrelevant conversations and give them relevant ones.

“It is about having human conversations or trying to get as close to human conversations as you can.”