skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Ovum view


The most effective engagement strategies are those that incorporate online and offline elements into a cohesive package that elicits a desired behavior from the consumer. To engage with accurate information and relevant communications at critical moments throughout the customer journey, enterprises must aggregate, analyze, and integrate all unstructured data from both offline and online sources; evolve to insights-driven organizations that anticipate customers' needs and behaviors before they arise; and blend and merge digital and traditional functions and roles throughout their organizations.

Three imperatives for holistic customer engagement

Holistic customer engagement is daunting, and many customer experience leaders are attempting to piece together and understand customer experiences by relying on fragmented approaches. Many also think of customer engagement as a "digital-only" concept. Still others can't combine data as it becomes available across channels, giving them partial insights as to whether their efforts positively triggered the buying process.

While integrating traditional and digital data sources is critical to understanding customer identity and achieving a single, 360-degree view of customers, enacting the strategies and processes that enable integration leads to many implications from a technical and operational standpoint. Success hinges on building integrated capabilities, making the right data accessible, and simplifying processes.

  • Create unique customer IDs. Enterprises that successfully create unique customer profiles that contain consolidated data based on all interactions from offline and online touchpoints, devices, and existing systems gain an accurate representation of customers' journeys and a holistic understanding of customers' behaviors. Such unique profiles will help paint a clear picture of how customers interact with a business before, during, and after the purchase process, as well as help leaders understand their individual needs.

  • Blend cross-channel roles. Some enterprises are taking the monumental steps in integrating their digital and traditional roles and functions within departments and sometimes across the enterprise. It's more critical than ever to ensure that employees are working in concert to make sure an enterprise's marketing and messaging are consistent across all digital and traditional channels.

  • Become insights-driven. At their core, insights-driven enterprises focus on closing the knowledge gaps that exist in their organizations and repairing the disconnect of complete data delivery. Enterprises that operate on an insights-driven model run activities that support master data sources within the enterprise. In insights-driven organizations, IT collaborates with nontechnical key decision-makers to ensure that they have the capabilities and access to data to make knowledge-based decisions anytime and anywhere.


Further reading

The Omnichannel Imperative: Integrating Traditional and Digital Engagement Channels, IT0020-000247 (March 2017)


Mila D'Antonio, Principal Analyst, Customer Engagement

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now