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I Call, I Tweet, But How Do I Use Communications to Complete the Customer Experience?

Regardless of the message, an email is rarely just an email. In fact, the more straightforward the communication seems to the customer, the more complexity exists behind the scenes.

To maintain sustainable customer engagement, we should invest in an ever-changing, multi-channel network of relevant communications. But how do we ensure that the very capabilities that enable us to build customer intimacy aren’t translating into a cacophony in the communications stream? By comparing the many components of communications to those of an assembled vehicle, Bryan explains that while each channel may be sufficient on it’s own, it can realize increased horsepower when bound with others through a common purpose, such as delivering a brand experience and customer intimacy.

Here, Bryan explains how successful communications programs work because they start with customer attributes, rather than with a channel-by-channel marketing plan. By taking a long-term view of customer behavior, responding in real time and integrating new channels along the way, he shows, organizations should be able to reach their best customers in a voice that sings.

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