Thoroughly modern multichannel CRM for today's Millies

As technology cycles quicken, expectations for better services and experiences grow. Customers expect faster responses, better information and greater value from vendors. Implementing multichannel CRM

    Requires Free Membership to View

technology is one way to help ensure that customers get what they want.

Brent Leary

Delta Air Lines is one company that's serious about multichannel customer service. Delta customers can buy flight tickets using laptops, tablets or mobile apps. When it's time to check in, travelers can again use their laptops and print out their own boarding passes at home. They can even use Delta's app to track checked luggage. The app shows which travelers are on the upgrade list and stores receipts from previous trips. Customers can also receive text message notifications if something goes awry with an upcoming flight. Handling travel arrangements from a laptop or mobile device makes customers feel like they have more control -- and they like it, too.

Video game company Kabam has also gone all-in on multichannel: It wanted to gather more customer feedback to improve the gaming experience and retain more customers. Although the company boasted millions of active users, it received very little feedback in an online forum. To get more feedback, Kabam implemented UserVoice help desk software and started interacting with players in the gaming applications. It now gets upwards of 200 contributions weekly, from one gaming forum alone.

For more on multichannel CRM

How social media makes a multichannel contact center stronger

Which metrics should a multichannel contact center use?

Tools that aggregate and analyze social, demographic and transactional information -- such as SAS Visual Analytics and the Adobe Marketing Cloud -- can determine what customers want and the best ways to reach them. Systems that allow companies to communicate with customers across channels, including email, social and text messaging, provide the full context of interactions across departments to provide quick and accurate responses. Examples include Oracle CX, Salesforce Service Cloud, Zendesk and Freshdesk.

To connect with customers, companies have to use attention-grabbing mediums like video and images, optimize them for the right devices and deliver them over the right channels. This gives organizations the best chance to stay connected over time but, more importantly, it opens up avenues that turn one-time buyers into regulars.

This was first published in November 2013

There are Comments. Add yours.

TIP: Want to include a code block in your comment? Use <pre> or <code> tags around the desired text. Ex: <code>insert code</code>

REGISTER or login:

Forgot Password?
By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy
Sort by: OldestNewest

Forgot Password?

No problem! Submit your e-mail address below. We'll send you an email containing your password.

Your password has been sent to:

Disclaimer: Our Tips Exchange is a forum for you to share technical advice and expertise with your peers and to learn from other enterprise IT professionals. TechTarget provides the infrastructure to facilitate this sharing of information. However, we cannot guarantee the accuracy or validity of the material submitted. You agree that your use of the Ask The Expert services and your reliance on any questions, answers, information or other materials received through this Web site is at your own risk.