Interact
A continuous dialogue.
In the Interaction phase, all of the possible interaction scenarios and opportunities for feedback are identified and rules are embedded that codify the treatment of customers across multiple channels.
In a multi-channel environment every integrated marketing campaign sets off a chain of interconnected events that must be choreographed in advance. Different scenarios must be mapped out for each segment in order to guide customers along a decision path.
Message content and offers should be dynamically matched to different customer segments based on these pre-defined business rules. The interest and responsiveness of customers will be directly correlated to the integrity, consistency and real-time application of those rules. The more personalized and relevant the content is, the greater its chances of acceptance.
Web delivery vehicles such as personalized e-mail can serve up versioned content tailored to the explicit preferences, characteristics, propensities and history of opt-in subscribers. The possibilities are limited only by the imagination of marketers.
The Contact Centre is the custodian of the customer relationship – the hub for all forms of interactive communication. Each interaction is a “moment of truth” - an opportunity to add value. But to deliver upon that promise, the Contact Centre must be able to engage customers in an intelligent dialogue, present situational offers and conduct “on the fly” gathering of information.
Through these various interactive channels customers have the opportunity to express their needs, preferences and concerns. In order to carry on a true conversation, companies must set up listening posts for customers to post their ideas and suggestions—even their complaints—and to receive acknowledgement of their feedback.
