Customer journeys are neither linear nor dedicated to a single device. Can marketers deliver the right message across multiple devices without losing the link?
When it comes to screens, size does matter. Is your website optimized for mobile, desktop, mini PCs or tablets, smart devices like Chromecast and Apple TV? Customers are increasingly following a winding path to purchase that is interjected by changing devices which are linked to changing moods, mindsets and methods. For example, Joe is considering a new software investment for his company. There is a lot of pressure to make the right choice. He may begin his discovery at work on a desktop, it could continue during the commute home over mobile, and loop back to easy browsing via a tab at home.
People are not devices, yet the customer aperture changes with each switch between devices. Marketing borrows from photography by using the word aperture to describe the opening of a lens, compared here with the opening of the consumer’s mind. How does work-mode Joe’s mood and method of research change as he switches between devices? Mobile may include a more randomized search and discovery, while email leads are more meticulously scrutinised at the office. Both devices offer different experiences and users expect appropriately aligned content.
The main question is – are marketers getting the full picture? Microsoft Visio is software used for creating a variety of diagrams and flowcharts. With this visualisation tool, marketers can create simple or more complex customer data diagrams. It also offers a wide variety of built-in shapes, objects, and stencils to work with. The aim is to simplify the process of customer journey mapping.
Multi-device marketing refers to identifying customers across various devices and serving ads and information designed to render seamlessly on any devices they are using to access the web. Sitecore’s Device Detection Service lets marketing teams personalize the user experience by offering functionality for web developers to create responsive sites.
Marketers can personalize visitor experience for different devices. Use the device rules feature to set up the personalization on site pages. For example, you could have a campaign that only targets iPhone users, or another that is more suited for a tablet browsing experience. You can use the predefined conditions to simplify usage or custom code to suit your needs.
Iterate to improve results. Device intelligence gathers hundreds of data points from the device, network, connection and location. DeviceAtlas is a solution that sources device data and adds device intelligence to solutions. Companies like Verizon Media, Xandr, IBM, Adobe, Nielsen and Netflix make use of such solutions to track which devices elicit different kinds of reactions from consumers and further reiterate the experience based on data. For companies in the financial sector, this data can also help manage fraud.
In 2016, internet access via mobile exceeded desktop for the first time. It was a big moment for marketers to focus on mobile consumption patterns. According to a Deloitte report, smartphones are still not a preferred choice for making payments, with only one-third of them making payments using their mobile. The trend is similar for entertainment, wherein the small screen has not yet become the channel of choice for viewing content for most consumers, with the global average hovering around 15%.
But these trends have shown sizable changes in the last five years. As consumers start to trust payment getaways available via mobile, conversion will climb. Moreover, can marketing campaigns be designed for both; the conservative digital spender and the early-adopter? In some ways, mobile has shortened the customer journey. Mobile searches with phrases like “near me” and “can I buy” or “to buy” increased by 500% in the last couple of years. That boost implied that individuals began turning to their mobiles to discover immediate solutions to their problems.
By entering these search terms, they’re able to quickly check out websites, read reviews, and even find opening hours and location on a map. A unified customer profile that considers a device as a critical differentiator is essential for a brand to create a moment with the consumer.
Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
HubSpot is an inbound marketing, sales, and customer service software provider, offering robust CRM and automation solutions. Some of its products include Marketing Hub, Sales Hub, Operations Hub, Content Hub, Commerce Hub, Marketing Analytics and Dashboard Software. Guided by its inbound methodology, HubSpot enables companies to prioritise innovation and customer success.
Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
Headquartered in San Mateo, California, Freshworks is a global AI-powered business software provider. Its tech stack includes a scalable and comprehensive suite for IT, customer support, sales, and marketing teams, ensuring value for immediate business impact. Its product portfolio includes Customer Service Suite, Freshdesk, Freshchat, Freshcaller, Freshsuccess, and Freshservice. Freshservice for Business Teams has helped several global organisations to enhance their operational efficiency.
Talkdesk offers an innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and client satisfaction.
The company offers comprehensive cloud-based solutions, such as Microsoft Dynamics 365, Gaming Consoles, Microsoft Advertising, Copilot, among other things, to help organisations offer enhanced CX and ROI. Its generative-AI-powered speech and voice recognition solutions,such as Cortana and Azure Speech Services empowers developers to build intelligent applications.
IBM is a global hybrid cloud and AI-powered 
Uniphore is an enterprise-class, AI-native company that was incubated in 2008. Its enterprise-class multimodal AI and data platform unifies all elements of voice, video, text and data by leveraging Generative AI, Knowledge AI, Emotion AI and workflow automation. Some of its products include U-Self Serve, U-Assist, U-Capture, and U-Analyze. Its Q for Sale is a conversational intelligence software that guides revenue teams with AI-powered insights, offering clarity on how to effectively keep prospects engaged.
Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
8×8 offers out-of-the-box contact centre solutions, assisting all-size businesses to efficiently meet customer needs and preferences. It offers custom CRM integrations support and integrates effortlessly with third-party CRMs like Salesforce, Microsoft Dynamics, Zendesk, and more. Offering global support in all time zones & development teams in 5 continents, its patented geo-routing solution ensures consistent voice quality.
Sprinklr is a comprehensive enterprise software company for all customer-focused functions. With advanced AI, Sprinklr’s unified customer experience management (Unified-CXM) platform lets organisations offer human experiences to every customer, every time, across any modern channel.
Vonage is a global contact centre management solution provider, headquartered in Holmdel, New Jersey, providing businesses a 360-degree view of their customer journey. It offers Vonage Cadence, a contact centre automation tool, helping sales representatives within an organisation to maximise productivity and customer service levels. Vonage’s core system components include automatic call distributor (ACD), computer telephony integration (CTI), interactive voice response (IVR).
Upland offers a comprehensive suite of contact centre and customer service solutions with products including InGenius, Panviva, Rant & Rave, and RightAnswers. InGenius enables organisations to connect their existing phone system with CRM, further enhancing agent productivity. Panviva provides compliant and omnichannel capabilities for highly regulated industries. Whereas, Rant & Rave, and RightAnswers are its AI-powered solutions, 
Talkdesk offers innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and loyalty.
Zoho Social, a part of Zoho’s suite of 50+ products, is a comprehensive social media management platform for businesses and agencies. The Zoho Social dashboard includes a robust set of features, such as Publishing Calendar, Bulk Scheduler, and Approval Management to offer businesses all the essential social media publishing tools. Its monitoring tools help enterprises track and respond to relevant social conversations.
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Amplitude is a product analytics platform, enabling businesses to track visitors with the help of collaborative analytics. The platform leverages the capabilities of 
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
