Anthony Mcloughlin

Your customers see you as one brand, not different business units within a company, and they expect you to know what they value. Companies are aiming to have a single approach to the customer, but with business silos and different goals by unit, brands can fail at having a consistent approach though the customer journey. Experts on this panel discuss omni-channel checkpoints to drive higher conversions and yield by:

•Re-mapping your organization: de-siloing and re-assessing who is in charge of what

•Looking at your infrastructure to connect the channels—what you absolutely need for personalization to come together

•Budget buckets: what technology is less important than others (or outdated)

•Checks and balances: testing to ensure efficiency and accuracy of your approach