{"id":1512,"date":"2015-07-28T10:00:00","date_gmt":"2015-07-28T10:00:00","guid":{"rendered":"https:\/\/www.microsoft.com\/en-us\/dynamics-365\/blog\/2015\/07\/28\/real-money-the-value-of-omnichannel-marketing\/"},"modified":"2023-05-31T15:17:30","modified_gmt":"2023-05-31T22:17:30","slug":"real-money-the-value-of-omnichannel-marketing","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/en-us\/dynamics-365\/blog\/business-leader\/2015\/07\/28\/real-money-the-value-of-omnichannel-marketing\/","title":{"rendered":"Real Money: the Value of Omnichannel Marketing"},"content":{"rendered":"<p>It\u2019s easy to talk about consistent communications and engaging customers across channels\u2014but why bother putting an omnichannel communications strategy into action?<\/p>\n<p>In a word, says Paul Greenberg, CRM expert and author of the seminal work <i>CRM at the Speed of Light<\/i>, \u201cmoney.\u201d<\/p>\n<p>Greenberg has long been an advocate for consistent customer experiences. \u201cThe customer experience needs to be the same across all channels,\u201d Greenberg reiterates. \u201cAnd investing in this process,\u201d known as omnichannel communications, \u201chas a measurable impact on sales and retention.\u201d<\/p>\n<p><b>Retail weighs in<br \/>\n<\/b>Greenberg cites a study by Deloitte, which measured customer responses and sales in the retail industry. They found that retailers that used omnichannel strategies experienced a whopping 95 percent increase in customer engagement\u2014and raised their sales by 1.2 percent overall. \u201cIt\u2019s literally billions of dollars,\u201d Greenberg notes.<\/p>\n<p><b>Anyone can participate<br \/>\n<\/b>Greenberg is quick to point out that companies need not have been in retail to experience the value of implementing an omnichannel communications strategy. According to a study by Aberdeen Group, the best-in-class companies for customer retention used no fewer than <i>seven <\/i>communications channels.<\/p>\n<p>The top 20 percent of companies for omnichannel marketing experienced an average 6.5 percent annual increase in customer retention rates\u2014compared to a 3.4 percent average from the bottom 80 percent of companies.<\/p>\n<p><b>The last question<br \/>\n<\/b>At this point your only question should be \u201cWhy aren\u2019t we investing in omnichannel marketing?\u201d To help get more perspective around it, including additional case studies from companies that have been there, be sure to tune in to Paul Greenberg\u2019s online webinar <i>CRM Changes \u2026 Again<\/i>.<\/p>\n<div class=\"pri-blog-snippet-4\">\n<h3>Watch Paul&#8217;s webinar and kick start your omnichannel strategy<\/h3>\n<p class=\"snippet-4-links\">Click here<\/p>\n<\/div>\n<div style=\"clear: both\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>It&rsquo;s easy to talk about consistent communications and engaging customers across channels&mdash;but why bother putting an omnichannel communications strategy into action? 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