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Channel orchestration: engage the “Anywhere” customer
by using each channel to its best advantage.

In today’s “Anywhere” world of global connectivity, your customers want to communicate wherever they are, whenever they want, on the channels they prefer. For example, younger consumers opt for text messaging on their mobile phones, while older individuals might prefer a call at home. MessageBroadcast programs optimize results by coordinating each customer’s channel preferences with the attributes of each channel.

MessageBroadcast channel orchestration powers the “Anywhere” experience

National and multi-national corporations must connect with their consumer base anytime and anywhere, to benefit from the economic growth driven by what The Yankee Group calls “The Anywhere Revolution”. MessageBroadcast powers this “Anywhere” experience, which the wired and wireless world has come to demand.

 

Our multichannel platform lets you interact with customers in new ways, anywhere, on the devices of their choice. We liken multichannel communications to conducting an orchestra. You use each instrument’s individual strengths to build a whole greater than the sum of its parts.

 

The channel mix for each program is driven by three key factors: (1) your strategic communications objectives, (2) customer preference (which we capture with a customized Web application designed to mirror your brand image) and (3) each channel’s strengths based on the MessageBroadcast Channel Attributes Scale:

  • Urgency: Voice and SMS/Text lead the pack in terms of urgency. In our mobile world, the cellphone is a ubiquitous appendage. Text messages are the younger person’s favored alarm, while voice dominates the 35-and-over demographic
  • Richness: Our Broadband Desktop Alert delivers instant messages in rich media form (such as video) right to the desktop. Email also provides a context for rich content.
  • Emotion: Each channel creates different qualities of emotion and engagement based on the customer demographic and message content
  • Sustainability: This refers to the length of a message’s life: how long can it be kept; what is its value as a reference? Email, text and Desktop Alerts all have sustainability while voice is less lasting.
  • Convenience: SMS/Text would be viewed as the most convenient for individuals who use text, but for some demographics convenience is also impacted by place. For some, email may be more “convenient” at the office while voice may be more convenient at home. Here, customer preference is paramount.

CRM of the future: multichannel and interactive
According to an article in CRM Magazine (“The Next 15 years of CRM”) “CRM success will require integrating two-way customer dialogue into customer records. Multichannel expertise, once a luxury, will become a necessity.” MessageBroadcast enables you to leverage this trend.