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Cross channel dialogue is a powerful method for connecting the dots and gaining a 360-degree customer view. Cross channel dialogue integrates contact histories across both inbound and outbound communications – as well as ensuring that customers are contacted via the channel of their choice, not necessarily that of the organization.
A proliferation of channels has made customers extremely hard to pin down. Cross channel dialogue technologies bring together the many disparate and disconnected islands of contact data. This data is fed into customer profiling and insight at the analytical level; and guides real-time customer interactions at the operational level.
Facebook recently passed a landmark of 500 billion user minutes logged in a single month. Increasingly, customers and prospects are talking to you and about you through the social web – to the point where traditional CRM is starting to look more like CMR (Customer Managed Relations). Cross channel dialogue solutions enable you to be part of the conversation – collecting and collating what’s said about you, but also using the social web as a communication channel of your own.
Why are certain channels used? Because they’re cheap? Because they’re convenient? Or simply because that’s the way it has always been? Preference management is therefore going to become a staple part of the marketer’s vocabulary in coming years as customer segments shun certain channels (the old-fashioned phone) and surge towards new ones (mobile technology). Cross channel dialogue can automate much of this process.