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Last week Econsultancy hosted its very successful JUMP event, where I mingled with marketers and agencies to hear about the latest in multi-channel strategies and how to get all joined up.

The line-up was impressive, as was the quality of people, but there was a hint of diva in the air.

Now, don’t go jumping to conclusions. I know that speakers are generally going to say how innovative or wonderful they are. They would not have been asked to speak if they weren’t recognised as being forward thinking or experts in an area.  

Let me explain what I mean …

When I left the day, there was no doubt in my mind we’ve got some high ambitions to get joined up and be successful in multichannel and cross channel marketing.

However, many of the presentations I attended, and most questions asked were focused on the marketing team. It seems everyone is obsessed by attribution and proving value of campaigns or they are trying to gain intelligence from other channels just to make theirs look good.

It seemed a bit “me, me, me!” And if I’m honest, while I know we need to track and measure marketing to make sure we’re effective, it seemed like we’d missed the point of multichannel entirely.

Multichannel opens up more channels for consumers to engage with brands; it enables brands to influence consumers across multiple media, to contact them in their preferred way, to deliver information as they want it, to make it easier for consumers to interact and purchase.  

But the consumer was lost in many of the messages of the day. Customer experience was more of a challenge than a focus of excellence. 

In the panel debate ‘What are the best ways of joining up the customer experience?’ Steve Behan, the Acting Head of Online & OD Business Information for ITV admitted that customer experience lacks ownership in organisations today – there needs to be someone within the organisation to look out for the customer, and improve customer satisfaction.  

This was also echoed by Alex Horstmann, the General Manager, User Experience and Design, for TUI Travel, who said strong leadership was required for marketing teams to become customer centric. 

So when the question arises, we admit we’re more marketing centric than customer centric, so what do we need to do to change?  

The clue is in the event title. It’s about making that leap of faith and embracing multichannel as it was intended to be, regardless of what team we’re in or what specialism we oversee.

Thinking about the customer rather than ourselves.

Easier said than done.

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Published 15 October, 2011 by Caroline Morris

Caroline Morris is Innovations Director at Sky IQ and a contributor to Econsultancy. 

7 more posts from this author

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