The multichannel campaign management (MCCM) market comprises vendors that seek to orchestrate company communications and marketing offers to customer segments across channels, such as websites, mobile, social, direct mail, call centers and email.
Learn how to ensure a positive customer experience outcome by establishing a reliable business process automation (BPA), which will support your customer’s personalized interactions and adapt to changing conditions in the marketplace.
In many enterprises, marketing is a multichannel effort that
includes a wide range of touch points. The touch points
range from websites and email promotions to traditional print
advertising, postal mail, and broadcast, and direct sales by phone and in-person sales teams. But too often, each channel works independently, accountable to its own objectives, unaware of the efforts and results made within other marketing channels. As a result, call centers speak to customers without knowing the
offers the customers previously accepted or rejected. In addition,
emails launch without reference to online promotions and
websites present messages that disregard their visitors’ previous contact history.
This report looks at customers’ and businesses’ attitudes toward usage of multichannel interactions, and identifies the issues and potential pitfalls that businesses will face when trying to improve the customer communications across channels.
Gartner defines contact center infrastructure (CCI) as the products (equipment, software and services) needed to operate call centers for telephony support and contact centers for multichannel support. This type of infrastructure is used by customer and employee service and support centers, inbound and outbound telemarketing services, help desk services, government-operated support centers, and other types of structured communications operations.