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January 2012, Vol. 1, Issue 2

Cross-channel communication CEM support: A work in progress

By 2008, Robert Leach, the chief information officer at AAA Western and Central New York, knew the auto club needed to improve its communications. He launched a customer experience management (CEM) plan based on cross-channel communication support so customers could move from channel to channel as needed -- without a drop in service. “Quite frankly, our members are comfortable with the channels that they pick,” Leach said.  He also predicted it would take years, and he was right on the money. The auto club is on schedule to complete integration as well as add video channels by 2015. This seven-year timetable actually puts AAA Western and Central New York well ahead of the game.  Many companies haven’t even launched a cross-channel plan program, in part because the money isn’t there, but also because these efforts are highly complex and typically call for big changes to technologies and processes. Cross-channel communication is crucial  Analysts warn that companies need a cross-channel plan because it is becoming more and more ...

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