How to Unify Customer Identity to Win the Omnichannel Game

IMAGINE: You come across an advertisement for a pair of sneakers from your favourite brand on Facebook feed and land on the online store after clicking the Ad. You add them to your cart, only to realise you have a question about the sizing. Naturally, you turn to the online store's live chat for help. But, to your disappointment, the customer support agent has no idea about your cart items and asks you to explain everything again. Frustrated, you end the chat and exit the website, and the store loses a sale.

This scenario illustrates the current state of disconnected customer experiences that many businesses face today and is not just limited to retail and e-commerce industry, but is also applicable to other major industries such as hospitality, financial services, etc. Customers expect customer support agents to be aware of their problems even before conversing with them, but disconnected systems, isolated cross-functional teams, siloed data, and disengaged channels of communication often prevent businesses from having a unified view of their customer and keeps them from delivering consistent experiences.  

Unified customer identity is the key to unlocking exceptional omnichannel experiences. By embracing the omnichannel identity synergy, your business can overcome these hurdles and drive customer acquisition, retention, and ultimately, growth.

What is Unified Customer Identity and Why Does it matter?

Unified Customer Identity can be achieved by combining customer information across multiple channels, touchpoints, and devices into a single, comprehensive profile. This may include interaction history across various channels of communications, customer unique network ID from social profiles, contact number, transaction history from in-store or online store purchases, and more.

By creating a holistic view of each customer, businesses can better understand their preferences, needs, and behaviours, ultimately enabling them to deliver personalised and seamless experiences across all interactions.

How impressive it would be if a support agent can instantly identify a customer regardless of which channel the customer is using to connect with the business. Wouldn’t this take personalisation to another level and leave a lasting impact on the customer’s mind. Connecting with a customer on a personal level may sound impractical if a business is not equipped with the right tool. But centralising customer data from multiple tools and systems can help businesses achieve an omnichannel identity of the customer that not only helps distinguish the customers from one another, but also informs the team about their needs, preferences, and behaviour that can further be used to craft individualised experiences. Let’s understand how businesses can converse contextually even when a returning customer connects from different channels.

Steve has previously purchased your brand’s jackets and has even rated the jackets highly on your website. As a frequent purchaser and a member of the brand’s loyalty programme, Steve receives an SMS with an early-bird access to the brand’s yet-to-release, exclusive edition, customer-designed jackets.  

Interested, he clicks on the personalised chat link embedded on the SMS to connect with a support agent from the brand over web chat.  

Steve (web chat): Hi, I am interested in learning more about these exclusive edition, customer-designed jackets.

Powered by a unified platform, the support agent is able to determine Steve’s identity as a VIP customer and has full visibility of his past purchases, membership details, interaction history, needs, and preferences etc.  

Support Agent (web chat): Hi Steve, I am happy to assist you. Our latest collection of Jackets has been released exclusively for VIP customers like yourself. I’ll be happy to assist you with any customisation request you may have or any other information you need from me.

On account of Steve being a VIP customer and the business’s ability to have full context of his profile, the support agent is easily able to deliver hyper-personalised experience, instead being stuck in the information gathering rut. As a result, the customer would receive the support they need quickly and efficiently, increasing their satisfaction and the likelihood of completing their purchase.

In essence, unified customer identity empowers businesses to break down the barriers between teams, data, communication channels, and tools, allowing you to deliver consistent, tailored experiences that meet – and even exceed – customer expectations. By adopting a unified approach to customer identity, your business can foster deeper connections with customers, driving loyalty and growth in the long run.  

Pillars of Omnichannel Identity

To be able to fully comprehend the impact of the four main pillars of omnichannel identity on enhancing customer experience and boosting team collaboration, it's essential to understand their characteristics.

As businesses embrace the concept of omnichannel identity, it's crucial to recognise the ways in which each pillar contributes to enhancing customer experience and improving workforce productivity with a unified ecosystem. Let’s take a look at the impact each pillar has on internal and external experiences, demonstrating the value of implementing an omnichannel strategy for achieving exceptional customer experiences and promoting a collaborative and efficient work environment.

Benefits of Having a Unified View of Customer Identity

A unified view of customer identity provides several significant benefits for businesses. These benefits include:

1. Accelerating Customer Acquisition

By consolidating customer data from various sources, businesses can gain valuable insights into their target audience's preferences, behaviours, and needs. These insights enable businesses to create targeted marketing campaigns that resonate with potential customers, thereby increasing conversion rates and accelerating customer acquisition. With a connected, omnichannel customer identity, businesses can identify potential customers more effectively and tailor their marketing efforts to attract and engage them.

Let’s understand this with an example.

A retail bank that has recently launched a new credit card with a unique rewards program. Jane, a potential customer, comes across the credit card’s advertisement on her Facebook feed and is interested in learning more about the offer. She decides to reach out to the bank through Facebook Messenger with a few questions.  

Jane: Hi, I saw your ad for credit card with a unique rewards program on Facebook. Can you tell me more about it?

Bank Official: Hello, Jane! Thank you for your interest in our new credit card. I’m happy to assist you. Before proceeding I'll need to verify your identity. I'm sending a one-time password (OTP) to your registered phone number. Please provide the OTP once you receive it.

Jane: Sure, I just received the OTP. It's 1xxxx6.

Bank Official: Thank you, Jane! Your identity has been verified. Based on your spending habits and preferences, I believe this card will be a great fit for you. It offers 5% cashback on travel and dining, 10% cashback on online shopping, and 2% cashback on all other purchases. Plus, there's a special signup bonus of 30,000 reward points if you spend $3,000 within the first three months.

Jane: That sounds interesting! I do travel and dine out quite a bit. Are there any annual fees for this card?

Bank Official: Good news, Jane! Our new credit card comes with no annual fees for the first year. From the second year onwards, there's a $95 annual fee, which can easily be offset by the rewards you'll earn from your spending. Moreover, we also offer a feature where the annual fee is waived if you spend more than $10,000 per year on the card.

Jane: That's great! I appreciate the personalised information. Can you guide me through the application process?

Bank Official: Absolutely, Jane! To apply for the credit card, please fill out the attached application form. You can use the following link to access the form: [link]. If you have any questions or need assistance during the application process, feel free to reach out to me anytime by clicking the contact link on the SMS I just sent. I’m here to help!

Jane: Thank you so much for your help! I'll go ahead and apply for the card right away.

Bank Official: You're welcome, Jane! Have a great day, and we look forward to welcoming you as a new credit cardholder!

2. Increase Customer Retention

A unified customer identity allows businesses to deliver personalised and consistent experiences across all touchpoints, fostering customer satisfaction and loyalty. When customers receive relevant and timely communications, offers, and support, they are more likely to continue doing business with the organisation. Additionally, a unified view enables businesses to identify and address potential customer issues proactively, further improving customer satisfaction and increasing the likelihood of retaining existing customers.

Let’s go back to Jane’s example to understand how this works.  

A few months after Jane receives her credit card, she starts enjoying the various rewards and benefits it offers. The bank continues to monitor her spending habits and preferences, allowing them to tailor communications and offers specifically to her.

Bank Official (email): Hi Jane, as a token of our appreciation for your loyalty, we'd like to offer you a complimentary upgrade to our premium credit card. This card comes with additional benefits like airport lounge access, travel insurance, and a higher cashback rate of 10% on travel and dining. If you wish to avail this upgrade, please click on the below link to chat or speak to out official. _{[personalised chat link to Jane’s Relationship Manager at bank] or [personalised call link to Jane’s Relationship Manager at bank]}

Deciding to go for the upgrade, Jane clicks on the chat link to directly connect with her relationship manager over web chat.  

Jane (web chat): Hi, I received an email an offer for a complimentary upgrade of my existing credit card. I am interested in availing this upgrade. Please let me know how do I proceed?

The relationship manager is able to determine Jane’s path from email to web chat.

Relationship Manager (web chat): Hi Jane. I will be happy to assist you with the upgrade. Before we proceed, can you please share the OTP I’ve just sent on your registered mobile number for quick verification.

Once Jane shares the OTP over chat, the relationship manager is able to match her mobile location, phone number, and device details with her previously recorded data available with the bank.

Relationship Manager (web chat): Hi Jane. Thank you for the verification. Can I quickly take you through the features of the premium credit card over call?

Upon receiving Jane’s affirmation, the relationship manager turns the web chat into call within the same chat room and shares all necessary details with her over call. After the call, the Relationship Manager switches back to chat.

Relationship Manager (web chat): Please note that your request for upgrade has been registered and your new premium credit card will be mailed to you within 7-10 business days. Your current credit card will be get deactivated as soon as you activate your premium credit card. Until then, you can continue using your current card as usual.  

Jane: Thank you so much! I'm excited about the upgrade and really appreciate the personalised offer. Thank you for your assistance.  

By leveraging a unified view of customer identity and consistently delivering personalised offers and communications tailored to Jane's preferences, the bank not only retains her as a customer but also strengthens her loyalty to the brand. This proactive and personalised approach to customer engagement ensures that Jane remains a satisfied and long-term customer, contributing to the bank's customer retention efforts.

3. Secure Customer Trust

By maintaining a comprehensive and accurate view of customer data, businesses can demonstrate their commitment to protecting customer information and adhering to privacy regulations. This transparency and compliance help to build trust and credibility among customers, which is essential for long-term customer relationships. A unified customer identity also ensures that businesses can quickly address any potential data breaches or security concerns, further reinforcing customer trust in the business.

A year after using her premium credit card, Jane receives an SMS from the bank alerting her of a suspicious transaction from her account.

Bank [SMS]: Dear customer, we've detected a possible suspicious transaction on your account. Please review the following details:

Merchant: XYZ store

Amount: $1,000  

Date: 05/04/2023

If you recognise this transaction, please reply YES. If not, please reply get in touch with your relationship manager immediately to secure your account by clicking this link: _{[personalised link to relationship manager]}  

Jane clicks the weblink embedded in the SMS and is immediately connected to her relationship manager on call.  

Jane [on call]: “Hi, I just received an SMS from the bank regarding a suspicious transaction on my account for $1,000 at XYZ Store. I want to report that I did not authorise this transaction, and it seems to be fraudulent. Can you please help me secure my account and resolve this issue?”

Powered by a unified platform, the relationship manager has full visibility of the location, handset model, and phone number that Jane is connecting from, and is quickly able to match these details to her profile that already exists in the bank’s records.

Relationship Manager: “Thank you for confirming, Jane. We've flagged the transaction as fraudulent and temporarily suspended your credit card to protect your account. A new card will be issued and sent to you within 3-5 business days. In the meantime, please review your account for any other unauthorised transactions and let us know immediately if you find any discrepancies.”

Jane: “I appreciate your prompt action and vigilance in protecting my account. I'll review my account and notify you if I find anything unusual.”

Relationship Manager: “Thank you, Jane. If you have any questions or concerns, don't hesitate to reach out. We're always here to help you.”

By proactively monitoring Jane's account and quickly addressing potential fraud, the bank demonstrates its commitment to safeguarding her personal information and financial security. Having a unified view of the customer’s profile not only helps the bank in protecting Jane's account from further unauthorised activity but also helps in securing her trust in the bank's ability to keep her information safe, further solidifying their long-term relationship.

4. Helps Mitigate Identity Fraud

An omnichannel identity not only streamlines marketing and sales efforts but also plays a crucial role in risk management. By consolidating customer data across multiple channels and touchpoints, businesses can detect suspicious activities and patterns that may indicate fraudulent behaviour. With a comprehensive understanding of each customer's behaviour and interactions, businesses can quickly identify and address potential security threats, thereby protecting both the customer and the business from the negative consequences of identity fraud.

A few months after using her premium credit card, Jane notices a promotional email in her inbox from a website that closely resembles her bank's official website. The email claims that she's won a special cash reward, and to claim the prize, she needs to click on the provided link and enter her credit card details.  

Suspicious of the email, Jane browses the offers and rewards webpage on the bank’s official website, and when she doesn’t find any information on the special cash reward, Jane reaches out to the bank official by clicking on the web chat widget.

Jane: Hi, I received an email claiming that I've won a cash reward and need to enter my credit card details to claim it. Can you please verify if this promotion is legitimate?

After seeking Jane’s approval, the bank official turns the chat into a call and invites a colleague from marketing department to join the conference call and verify the authenticity of the special cash reward.  

Marketing Manager: Hello, Jane. Thank you for bringing this to our notice. Will it be possible for you to share the screenshot of the email you received for us to better understand the matter.  

Jane attaches the screenshot of the email via the widget’s file sharing tool.

Marketing Manager: Thank you for sharing the screenshot of the email, Jane. We're not running any such promotions. It seems like this email might be a phishing attempt. We appreciate your vigilance in not clicking the link or sharing your credit card information.

Jane: Thank you for confirming my suspicions. I'm glad I reached out to the bank directly.

Bank Official: You're welcome, Jane. To protect your account and personal information, always verify any suspicious communications with us through our official channels. If you encounter any similar situations in the future, don't hesitate to contact us. We're here to help you 24/7 and ensure your account's safety.

By leveraging the power of a unified ecosystem, the bank can swiftly confirm whether any promotions or communications sent to Jane are genuine. This quick verification process helps mitigate identity fraud and reinforces the importance of secure communication channels, further safeguarding Jane's personal information and fostering trust between her and the bank.

Create a Connected Ecosystem with CINNOX

In today's hyperconnected world, businesses need to prioritise seamless and secure customer experiences to stay ahead of the curve. By adapting a connected strategy, your business can unlock the full potential of omnichannel experiences, not only improve customer satisfaction but also build long-lasting relationships based on trust and loyalty.  

By integrating various communication channels, identities, data, and tools, CINNOX enables businesses to establish a comprehensive view of their customers' interactions and preferences. This holistic approach can empower your business in delivering personalised, seamless, and secure experiences across all touchpoints, ultimately fostering customer trust and loyalty. With CINNOX at the helm, businesses can effectively enhance customer experiences and workforce productivity, positioning themselves for success in an increasingly competitive market.