This month, we will examine a critical component of e-marketing – leveraging the Web to enhance an organization’s strategy for communicating with its customers. While multichannel coordination is not a new problem for companies, the challenge of reaching and interacting with customers has been complicated by the Web. Though the Web is not the only channel for reaching customers, it is becoming the most preferred. Businesses around the globe have come to expect and demand the level of speed, efficiency and personalization the Web affords for any and all of their interactions with their customers. The goal: To extract the best customer and market knowledge possible and effectively target customers across all touchpoints. From a learning standpoint, we want to be able to understand something new about each customer interaction so we can feed it back for use during the next session.

Easily stated, not easily performed. From a marketing perspective, touchpoints are increasing. When we only had call centers, direct mail and direct sales, not many companies bothered coordinating the channels. However, the Web now adds another level of complexity – not only do we have to coordinate one more channel, but the customers using this channel expect instant response.

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