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The message, not the medium

Blog
30th July 2014

The face of customer engagement is constantly changing. Although traditional forms of communication still play a predominant role in conversations between companies and their customers, they cannot be offered in isolation.

People now expect to be able to contact companies through multiple channels; switching between them at their convenience. And, while many businesses have developed new channels in response to customer demand, many still fall short of delivering effective customer support through them.

Our recent survey results found

More than anything, while companies are offering more and more customer communication channels, many are failing to take advantage of their potential by focusing too much on the medium, and not the message.

It’s no longer enough to just provide more channels, these channels have to offer an effortless stream of communication – the ‘omni-channel’. The end result is a smooth and more satisfying customer experience which, for companies, can convert into sales, repeat business and loyalty. Done well, it can also improve efficiency and deliver significant cost savings.


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Mike Purvis
Article by: Mike Purvis

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