Companies are constantly seeing new and innovative ways to interact with customers. To achieve that goal they constantly reach out for new channels and explore new ways to connect. The focus of these new channels often require new tools to manage each channel interaction.
Traditional channels such as phone calls and emails still dominate the field. But new ways to connect in such as live chat, video chat, company website and social media are gaining momentum. However these new platforms bring their own data challenges that companies have to reconcile before they can realize the value of the channel.
Integration is essential over channel specific value tool
Adding a new channel is major step to any company and is important for growth. Equally important is proper integration with the existing CRM to realize the new channel value.
Invest in technology that integrates data and systems to get a single view of the customer.