If you’re only just getting the hang of multi-channel, hang on there, you’re in for a ride. If you’re still using Outlook to email your booking quotes, the next year or so could be a bit of a rollercoaster.

Omni-channel is the integration of all online and offline channels to create one to one personal experiences. Yes, it is actually truly possible to manage that. It’s not just hyperbole.

Most of us started with email – single channel. We’re probably pretty good at it by now – monitoring open rates, looking at subject lines, A/B testing to identify the content and subject lines to which our audience is most responsive.

The next big thing was Mobile. “Quick” we all said “let’s get an app”. So we did. But what happens to the comms around that – how easy is it to send a push notification to those who have the app? Did you get email at point of download and registration to add the person to your list? And can you connect how that person is interacting in your app, with the rest of their interactions with you?

And of course alongside all that, there’s social. Very few of us integrate our social with our CRM, never mind the rest of our comms channels so interest and conversations happening on Twitter or Facebook probably aren’t being connected to accounts that need to know about queries, questions or heaven forfend, complaints.

Oh, and let’s not forget the thing that started all of this – the web. How many of us have actually gone beyond adding sign up links to newsletters and options to get quotes via a form (and where does that data go – into your CRM to create an alert for you to create a quote or into an email?). How many of us use the data we have about browser behaviour to modify content based on preference or previous visits? Or target previous site visitors with advertising content?

Enter marketing clouds. Born out of frustrations with lack of integration and connection. Born out of the need to move forward and have a single, clear picture of our customers – or prospects or even potential prospects. Enter a vision for the future that is real, here and now.

Sugati-CRM is based on the Salesforce platform, so our natural choice of communication tools to add to the package is the Salesforce Marketing Cloud. It’s more than a natural choice though. It’s a Marketing Cloud with a mission, and a clear road map of future features and tools that will mean the future for marketing and connected communications is possibly so bright, we might actually have to wear shades in the office.

As for why we’ve integrated Salesforce CRM with Marketing Cloud. In short, it will make your life in marketing and operations and sales and procurement easier. It will help you to connect all your strings of activity and bring together a single, clear, customer driven communication approach throughout their whole experience with you. And beyond that, into a lifetime relationship with you as you are more clearly able to respond to their needs. It will also save you time. Once you have set out your logic and planned your communication assets, it’s fairly plug n play to deploy on a day to day basis. So it will save time where it counts – at the front end.

In the olden days (last year?) we talked of segmentation. We can still talk about it. It still works. But we’re still lumping together people based on what we think their behaviour and response may be, using patched up bits of data, maybe the results of a campaign or two and a bit of anecdote thrown in.

Our brave new world (this year or if you need time to plan, the year after) we are flipping our thinking to being 1:1 – no more lumping together (except if we want to – what happens in Vegas and all that). Now we are tailoring based on actual real-time behaviour and expressed preferences. And we can make that leap to truly personal by integrating all of our comms and using tools and channels together to drive journeys that individuals respond to, and which flex and adapt in real time too.

This is called omni-channel. All our channels. Offline and online. Built into journeys. No more multi-channel. Omni-channel is where it is at.

Lots of other sectors are using it. Retail in particular has many parallels with our own stories. Financial services. Even non-profits are starting to embrace this. It’s well past time for us in the travel sector to start to harvest the benefits and be prepared as innovations drive faster and faster. No more invest for 3 years then find a new tool. Now we need a platform that will flex and grow as we do.

If you want to know more about how Sugati and its integrated marketing capabilities will help you transform the way you find and connect with your customers, get in touch to find out more.