Be Smart with Multi-Channel Communications

Be Smart with Multi-Channel Communications


A Multi-channel communications strategy takes a customer view of your business’ communication. It gives customers choice over how they wish to interact with you and aims to deliver the best possible experience through print, email, online and mobile. In this the first in a four part blog series on multi-channel communication we take a look at why it’s important to your customers and your business.

Customer demand for multiple channels of communication is growing. Businesses that don’t provide it will get left behind. Customer-centric companies build their customer contact strategy from the outside-in, asking:

  • How do our customers prefer to be contacted?
  • How do they respond and purchase?

Technology has made it easier and more convenient to keep in touch at work, at home and on the move. Many people now choose to make purchases, book appointments, check order progress and more through their smart phones.

That doesn’t mean however, that companies should neglect other ways of interacting with customers. In fact, 84% of adults don’t like it when companies take away their right to choose how they’re communicated with.

If that wasn’t reason enough for multi-channel communication, 56% of customers don’t return if a company doesn’t provide it.

An investment in channel communications pays off. Think print, email, online and mobile. When companies take a cross-media approach to a campaign, they see on average a 33% higher return on investment.

And there are cost and efficiency savings to be had too. Consider that:

  • Customers who like to use email save you printing and postage costs
  • Integrating digital communications with your business systems reduces manual processes, increasing staff efficiency
  • Digital methods are fast, so you’ll be able to respond to your customers more quickly.

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