Importance of multiple channels of communication in business organization
Answers
Technology has empowered the consumer, putting him in the driver’s seat 24/7. In other words it is the customer who decides when and how to interact during a business relationship. This could be with a bank, an insurance company, a telecommunications organization a utilities group or any other entity. However if a consumer receives a message that is not relevant to him, or via the wrong media or at the wrong time, his customer experience will be far from optimal.
How can enterprises deal with this? I believe that multichannel communications is a major part of the answer as it enables companies to reach out to customers via their preferred channel, whether it be on paper, a smartphone, laptop or other device. Companies need to move from simply sending information to actually interacting with customers. And they need to ensure their customers are motivated to interact with them.
Customer communications are evolving rapidly. New technologies are in the spotlight as organizations make the transition to a world in which social media, mobility, data analytics and cloud computing (known as SMAC) begin to take center www. So if enterprises really want to maximize the impact of digital communications they need to acknowledge SMAC trends.