We receive information from customers in multiple ways: through websites, mobile phones, tablets, points of sale, social networks, etc. But sometimes, despite having significant data, we do not have it telecommunications email list unified and cohesive. This fact can lead to cases like the one we will see below, where the brand has a positive view of its actions and strategies, but the customer's vision is far from this reality.
POINT OF VIEW 1
Maria comes to your e-commerce, finds a t-shirt she likes and adds it to her cart.
An abandoned cart recovery email is sent for the t-shirt that was left in the cart.
He or she doesn't open or respond positively to the email and you decide to send him or her an email with a 20% discount coupon.
Maria buys the t-shirt in the e-commerce using the discount coupon.
So far, so good, you might even think that it's quite an achievement to have successfully recovered the abandoned cart . But, perhaps you're forgetting to analyze and take into account the overall experience that Maria may have had and are overlooking her activity outside the online environment.
Let's look at the previous example but from another perspective:
POINT OF VIEW 2:
Maria comes to your e-commerce, finds a t-shirt she likes and adds it to her cart.
He decides he wants to try it on before he buys it, so he finds the nearest store, tries it on, likes it, and buys it. (He has paid full price for the shirt.)
An abandoned cart recovery email is sent for the t-shirt that was left in the cart.
He or she doesn't open or respond positively to the email and you decide to send him or her an email with a 20% discount coupon.
Maria doesn't understand anything, she decides to return the shirt to the store and buy it again online with the discount provided.
As you can see, the lack of data on her offline activity, or the lack of cohesion between online and offline data, has made Maria's experience confusing and even somewhat annoying.
This shows that the challenge remains to achieve a “single view of the customer”, where through a unique identifier per user, we can know all interactions with the brand and, in this way, personalize our communications and actions with the customer.
