Today, current and prospective customers prefer to converse with organisations through the media of their choosing, whether it is mail, phone, SMS, e-mail, the Web, or social media. They expect information to be current, accurate, relevant, and available on demand. Furthermore, they expect the organization to listen and respond as a single entity.
The savvy organisation adapts to these expectations by engaging prospects and customers through multiple media channels. Customer data is captured, measured and analysed.