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Multichannel marketing means allowing customers to have conversations on their terms, at their convenience and using the channels -- phone, email, chat, text -- that make the most sense to them. At least one study says that customers of companies with multiple communication channels spend 30% more than customers of companies with just one channel, such as a call center. So there's a huge incentive to go multichannel. It's not a matter of when, but a matter of how.

Why branch out? To put it simply: Making it easier for customers to get in touch can boost both sales and customer satisfaction. This handbook aims to show users and IT professionals alike how to accomplish that. There's expert advice on determining which communication channels to harness to effectively and easily reach customers. By looking at new methods of multichannel marketing -- mobile apps, interactive sites, augmented reality -- readers can pinpoint the first steps to a successful multichannel communication strategy.   Access >>>

Table of contents

  • 'Rock out' for better customer service
  • Servicing today's customer requires new skill set
  • Let metrics match the medium

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