5 Tips for an Effective Multi-Channel Approach

This is an era in which new customer engagement models evolve quickly to create new value and increase revenue. From customer behavior and content consumption habits, to technology trends and revenue models, everything is transforming like never before. It’s a paradigm shift for all businesses. Every business focuses hard to stay on the cutting edge of customer engagement strategy and, to maintain future sustainability.
5 Tips for an Effective Multi-Channel Approach - Impression #1

At a time like this, you cannot afford to ignore a single channel or platform. You must be multi-channel oriented. In fact, you should build connections with every customer touch point, vigorously and consistently, to win. You must also retain more prospects.  
A multi-channel approach yields tremendous benefits with content and experience management, delivery, optimization, and mobile support. It also offers integration with components like marketing and commerce. To tap into it, your strategy must align with changing customer demands. Here are a few tips that provide a pillar of strength to your multi-channel customer engagement strategy:

1. Automate Publishing:

A customer journey interacts with multiple channels. You must ensure that you can effortlessly manage any digital information and assets across all platforms. This is where a single-source, multi-channel publishing platform can help you publish once and use anywhere. In addition, your digital assets can be used with flexibility in multiple media. So, whether it’s websites, microsites, e-mail, newsletters, mobile apps, social media channels, or even print, TV and digital signage, you can easily automate publishing in multiple formats across different channels.

2. Integrate Performance:

In the world of integrated platforms, silo systems prevent marketing and sales teams from getting a broad view of performance across their entire organization. This limits their ability to make timely strategic business decisions.

In today’s world, your marketing and sales reps need full front-to-back process visibility at all times to drive significant growth. This allows them to better communicate with customers, and provide a real-time experience.  Also, when you connect everyone in a single workflow system, it will improve communication and productivity, resulting in higher-quality output at a faster rate.

3. Build Consistency:

When managing tens to hundreds of corporate websites, maintaining brand consistency throughout every channel/platform is a challenge. You must manage all digital information and assets across devices as well as your outlets, media and, channels. It’s critical to enforce consistent branding across multiple devices and sites, and eliminate duplication of published work. You must keep your data consistent across all the channels you need and use.  

4. Get Closer to Customers:

Having a 360-degree view of your customers, from their sales inquiries and service delivery to payment issues and requests for customer support, gives a clear-cut advantage to your organization. When different teams exchange information with others and, work on the same platform, they become better aligned at every customer touch point. This helps keep customers informed and satisfied, thus creating a single source of truth. It’s a critical step in taking customer experience and engagement management to the next level.

5. Leverage Insights:

When you have a more thorough analysis of the digital and in-store experience, you gain deeper insights into the customer’s journey. This helps you better understand the media choices, devices and, channels your customers use at each stage of their purchasing process. You can make the appropriate adjustments based on what is performing better, and focus more on that. Overall, it has a positive impact on your sales results as the analytics and results create a virtuous cycle.  Decision making throughout the organization improves as well, which leads to lower operating costs too. Finally, it improves the customer experience and your organization’s bottom line.


The crux of this information is that your multi-channel approach should start and end with your customers. The more you keep the customer journey at the core of your strategy, the greater the impact you experience in the long run. Plus, your life will be much easier when managing the entirety of customers’ interaction and providing the ideal customer experience from a single workflow-driven platform. Take the lead.

Author:Rajneesh Kumar
Rajneesh Kumar
  • Associate Director Marketing
40 articles by this author

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