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Engage not Enrage: crafting your Multichannel Contact Strategy

Ever get a dial-at-dinner telemarketing call at home?  Credit consolidation is generally not dinner conversation, and the unsolicited interruption can make you lose your appetite for the meal and the service offered.   This is the reason behind the creation of the do not call registry, which has over 200 Million registrants.  There has to be a better way of reaching customer on their preferred time and channel.  

Figuring out the best channels to deliver on your objectives can be difficult.  How do you choose between phone, browser, app, SMS, chat, print,...?  What framework can you use to determine the right approach and guarantee customer adoption? 

I just returned from the Professional Association for Customer Engagement Conference (formally known as American Teleservice Association) where I presented this topic to the leading practitioners of outbound sales.  We focused on a few core messages:
  1. What is your Objective: Cost, volume, revenue, customer satisfaction
  2. Who is your Customer: Age, channel of choice, when and where do they engage
  3. How can you create utility beyond the current practice

By answering these 3 questions you can craft a multichannel strategy to optimize for your objectives and deliver or exceed on  the expected results. But make up your own mind.
Click here to find the presentation and let me know your thoughts.

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