Scattered results are obtained for each contact channel and, since statistics are not properly integrated, reviewing the campaign’s strategy is extremely complicated and processes cannot be automated.
Multi-channel communication requires a communication strategy based on the integration of the different channels by selecting the appropriate contact channel based on customer preferences, thus turning the communication into a positive experience.
The starting point is the single customer view and the campaign proposes events or interactions between the customer and the company, distinguishing batch events, sending messages in a grouped form, and real-time events, and launching individual messages tailored to each customer’s response, which must be managed through an automated process.
Having integrated results and statistics in real-time provides a single view of the customer that allows the campaign to be reconsidered, modifying the strategy when necessary.
Execution of a multi-channel integrated communication campaign
The execution of an integrated multi-channel communication campaign should have the following elements:
- A customer database.
- A contacts or events plan.
- Messages tailored to the channel and contact device at all times.
- A technological platform for interactive multi-channel communication.
- A scorecard to find out the development and results of the campaign.
All these elements form part of the execution process within a scheme like the following one.