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Cross-channel communication CEM support: A work in progress
This article is part of the Customer Experience Exchange issue of January 2012, Vol. 1, Issue 2
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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Features in this issue
It may live on the front lines of day-to-day customer interaction, but the contact center is not always a pivotal piece of companies' customer experience management (CEM) plans. Here's how to transform the contact center into a strategic CEM asset.
Providing customer service agents with knowledge and technology improves the overall customer experience, according to industry experts.
Industry experts say companies need to step up plans for cross-channel customer service or risk damaging customer experience management strategies.