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IT Challenge in Moving to Multi-Channel Customer Management

NCC Guidelines - Volume 4 - Number 1 

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Consumers now use, on average, six different channels to interact with businesses – and this number is likely to rapidly rise. This has huge implications for the way organisations work with customers, but not all company leaders have yet woken up to the challenge.

Consumers are likely to have high service expectations from their interactions with online retailers such as Amazon, searches on Google, or the slick shopping experience found at the local Apple Store. But now they are now being applied to your organisation – which can be a problem if you fail to reach this high bar in your customer service. At the same time, the growth in mobility and smart mobile devices in every shopper’s hands has opened the field of competition and consumer awareness to global proportions.

In response, businesses have created impressive content and services ready for expectant users to consume – providing mobile users with personalised, immediate and in-context solutions and offers. But it would be a mistake to divert all resources in this direction. Undoubtedly a growing number of customers are ‘app happy’, but others remain more comfortable texting, calling or interacting in person.

The clear message is that it is vital that companies support all of these channels but allow the customer to interact with them in the way they want.

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