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Optimize Marketing Across Multiple Channels
By Susan J. Campbell
May 4, 2009 7:20AM

It is important for the organization to leverage each and every customer interaction to capture information and plug it back into internal business intelligence system in order to maximize offerings for clients. In addition, contact center agents are better equipped to serve the base and upsell where opportunities arise.

As contact centers play an important role in the marketing efforts of a company, many struggle to optimize online and offline marketing campaigns across a number of new marketing channels. Aberdeen has published a new study that examines the efforts of Best-in-Class companies. In executing their marketing efforts, companies tend to keep silos of information in separate channel-centric technologies. When combined with distributed marketing efforts, the organization discovers increased challenges to managing multichannel marketing efforts.

The contact center is playing a key role in these marketing efforts, but as more sales and marketing channels continue to emerge, multichannel campaign performance Relevant Products/Services is becoming increasingly difficult to track and monitor.

Aberdeen discovered in its study that Best-in-Class companies are 1.5 times more likely to address these challenges by utilizing next-generation solutions that enable cross-channel optimization across an enterprise Relevant Products/Services.

Aberdeen's report found that top performing companies currently execute multichannel campaigns to extract maximum value from their marketing investments. When companies combine organizational capabilities and marketing technologies, top performing companies can positively impact the return on marketing investments and customer profitability.

"Traditional multichannel marketing is largely a function of delivering multiple separate campaigns across multiple channels," explained Ian Michiels, Research Director at Aberdeen. "Best-in-Class companies are executing structured, collaborative cross-channel campaigns, and they are deriving extraordinary results from these tactics."

"The challenge of executing, measuring, and optimizing multichannel marketing has far reaching implications that affect marketing performance, measurement, and customer retention and acquisition," Michiels added.

The contact center operation is critical in the retention of the customer base. The center cannot effectively do its job if contact center agents are consistently struggling between disparate systems to gather customer information.

It is important for the organization to leverage each and every customer interaction to capture information and plug it back into internal business intelligence to maximize offerings for clients. In addition, contact center agents are better equipped to serve the base and upsell where opportunities arise.



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