By Chris Ezekiel, Founder & CEO
Multi-channel – there’s no escaping this ‘buzzword’, but to what extent is the concept playing out as business reality for organisations? That’s the question addressed in an Executive Report from Customer Management IQ, a division of IQPC, on Multi-Channel Customer Management. This report is based on research conducted between May and July of this year through a web survey and targeted, one-on-one interviews. It gives great insight into the current performances along with some best practices for achieving future multi-channel success.
I don’t want to give away too many spoilers as the full report is well worth the read, but I did find these figures extremely telling:
- 80% of respondents rate the importance of engaging customers in his preferred channel at a 4/5 or 5/5.
- Only 5% rank the importance of multi-channel customer engagement at a 1/5 or 2/5.
- But only 30% of organisations can consistently engaged customers in their preferred channel and 21% never can.
While knowing the importance of multi-channel is the first step towards developing a successful strategy, it’s obvious that most organisations have a ways to go in achieving excellence in this area. It’s essential that the specific needs of your customer base be at the core of your strategy, otherwise you are setting yourself up for failure and risk losing customers to competitors who are able to meet those needs. Take advantage of the feedback your customers provide in order to really understand their channel preferences and find a way to provide a holistic experience.
This complimentary report was sponsored in part by Creative Virtual, and I had the privilege of contributing to the expert discussion. My thanks to Customer Management IQ for including me in their interviews. I highly recommend taking the time to read the report for anyone involved with customer management and experience, whether your organisation is already implementing a multi-channel strategy or just beginning to engage with the idea. You can download the Executive Report here.