Many-channel communication vs Multi-channel communication

Businesses generally contract providers of different communication channels for multi-channel communications, and each provider usually delivers its results separately without taking the rest into account.

This is Many-channel communication, repeatedly launching messages to the same customer through many channels with an unsatisfactory or even annoying experience for the customer. The starting point is usually the division of the target audience into different segments, with the company selecting the channel through which to communicate, in an attempt to obtain the best customer response.

Heading: INTEGRATED MULTI-CHANNEL COMMUNICATION. Through a unique platform.
Date: 12/01/2016

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.

The company’s marketing department has a customer database and a multi-channel communication strategy with messages designed according to the contact plan in batch or real-time.

  • The execution is carried out with a multi-channel communication platform that processes data, manage alerts and generates reportings.
  • An operator panel defines, manages and monitors the campaigns.
  • The platform is capable of creating communications over all channels.

The choice of customer contact channel depends on the contact plan.

The channels will interact with customers through the company’s contact points such as pages on social networks, virtual offices on the website, call centers or points of care.

The information on customer responses and reactions serves to facilitate feedback and configure new campaigns and actions.

The basis for this is in event scheduling and process automation supported by an integrated multi-media technological platform that enables communication that constantly crosses the lines of each channel.

On/off integrated multi-channel communication crossing the lines

The below graph of a case of organizing an event using integrated multi-channel communications with attendees shows how integrated multi-channel communication is not Online or Offline but rather Noline, continuously crossing the lines of each channel.

6 channels are used for execution (Web, Printing, Twitter, Email, SMS and Mobile) which intervened in a simultaneous and staggered manner over a period of 25 days of the campaign.

With a multi-channel integrated communication platform, in addition to managing all the processes in an automated manner, the consolidated results in all channels with a breakdown of each event and each customer’s statistical information are obtained, enabling export to the company’s CRM through CSV files.

Conclusions.- Technological platform

Multi-channel customer communication campaigns that provide a unique 360 º view of their actions and responses in real-time can only be managed from a technological solution in a platform that integrates a capacity for analysis and reporting with campaign management, as well graphic multi-channel communication composition tools all integrated with the various providers of internal and external channels (printing, email, sms, mobile, point of care, contact center, social networks, etc.) to obtain online information about their actions and results in a consolidated manner.

Javier Echebarría