Multi-Channel CRM: It's in Your Future
Answer the phone!
At the same time, we are all becoming more specific about how and when we consume media—and what experience we want on each channel. Just as I listen to the radio on my drive to the office and to streaming audio on my PC late at night, I want to be able to call JetBlue or Verizon or BMW if I have product questions or want to confirm an order or service appointment even though my first preference is to interact online. Each of those companies has been an innovator with Web self-service, and for the most part provides a consistent (and satisfying) experience across all of their interaction channels. But most importantly, they know me, and certainly know that if I’m calling it must be important.
Allen Bonde is Senior Vice President and CMO at eVergance, an independent subsidiary of KANA Software which delivers strategic consulting services focused on CRM optimization and knowledge management. Prior to joining eVergance, Allen was the founder of strategic advisory firm ABG, Inc., a practice expert at McKinsey, the director of management consulting at Extraprise, and an analyst at the Yankee Group. An authority on Web self-service trends and applications, he started his career in corporate R&D at a leading telecommunications company.
