Multichannel communication refers to the practice of interacting with customers using a combination of delivery channels – traditional mail, web portals, mobile, email, SMS text, IVR, etc. – and enabling customers to take action in response – for example, to make a payment – using the channel of their choice. In the most simplistic terms, multichannel communication is all about choice.
In our opinion, critical communication providers need to service most, if not all, of the channel delivery methods for two reasons. First, customers are looking for fully integrated providers where one file can be sent and managed accordingly. Since the consistency of the communication across each channel is integral for creating the most seamless customer experience, the customer data will invariably be received, controlled and maintained by the provider that can compose and deliver for the multi-channel strategy. Second, in order to embrace and service the most effective and efficient communication strategy for its customer, providers need to stay delivery method agnostic. You may have heard the saying, "If all you have is a hammer, everything looks like a nail." The concept certainly applies to critical communication, and that’s why it’s so important to establish a multichannel communication platform.
Are customers really embracing multi-channel distribution at this point? YES, for couple reasons. First, for cost reasons, various electronic channels for the delivery of communication are significantly more cost effective than other traditional methods. Secondly, and more importantly, end users are demanding communication to be delivered by their preferred method or methods. This shift from the customer determining the delivery method to the end user demanding the delivery method, or methods, is the difference between multi-channel communication versus the new paradigm of omni-channel communication. In other words, having multi-channel delivery capabilities is no longer a luxury as it is a requirement driven by the end user.
We can help you develop a multi-channel platform or refine your existing one. Although this may sound simple, the integration into and around your existing legacy systems is critical to the success of this platform.
As more and more customers are looking for ways to increase their end user adoption of e-delivery, we can help develop highly choreographed campaigns to accelerate this adoption and transform your organization from a print and mail provider to an electronic adoption facilitator.
Contact us for more information on how we can help you develop your multi-channel distribution model.
Multichannel marketing is important for the simple reason that you must be where your customers are. And they are everywhere.
GOOD COMMUNICATION means GOOD BUSINESS