Examining multi channel strategy in CRM

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At the end of this lesson, readers should be able to:

  • Explain what Multi-Channel strategy is
  • Knows the three phases of Multi-Channel Strategy.
  • Know the reasons why CTI is a worthy investment for a robust CIC.


When we talk of multi-channels strategy, we are taking about the gradual evolution of the various touch point through which organisations increase customers experience. In developing these channels, the organisation has to go through three basic phases of developments. This shall be discussed in the course of this chapter


PHASEONE: Enhanced call centre services

This is always the foundation of multi channel strategy. Here the organisation tries to find ways of increasing the availability of their services to their esteemed customer here, the organisation tries to open a website that does not give room for customer interaction. This may also come with an auto attend ants that are not human that relates with customers anytime a process is been carried out. Hare you sent a mail on a corporate website and you receive an instant message that assures you that your case is been attended to !? The Auto Attendant answered calls. At times it do work alone or with the support of a live operator. At times it pocks calls before it transfer it to the next available agent.


At times pre-recorded messages are played which directed callers on their next lines of action and transfer their calls to the  appropriate quarters.

Intranet can be used for providing necessary employees and departments secured access to the customer intelligence system. Enterprises can push customer intelligence reports to customer service, scale, marketing and executive staffs over the intranet and regularly publish customer intelligence reports



At this stage, the organisation tries to find ways of reducing costs and accommodate more customers. They now come up with integrated website and other technology that allows the organisation to solve almost all customer related issues on their own.


NOTE: intelligent and speech recognition play a big role here.

Intelligent Interactive Voice Recognition (IVR) combines the key decision making attributes of expert systems and traditional IVR technology. Integrated website provide a certain extent of interactivity to facilitate self service.

The speech recognition allows partial and full automation of call centre in a way that it is  fully automated or partially managed by Attendants)- This automated transactions are known as “Application”.

multi channel strategy

Each of these applications are designed to meet specific customer needs.  An application script is a set of instructions written for the system that informs it how to carry out the automated transaction.  Script defines the flow of calls and determine what callers hear and how they respond to the system.


PHASE THREE: Deploying Multi-Channel Services

Here the organisation deploys call centres that will allow them to serve customers across multiple channels.  This include the deployment of portals, computer Telephony Integration (CTI), WAP and Personal Data Assistant (PDA), kiosks and other channels.



CTI is middle ware that associates an application with an incoming service request, regardless of the melding in which the request is received (chat, e-mail, web collaboration).


Information are gathered from these multiple channels which are later presented to a customer service agents who satisfy customers needs.  If an organisation wish to have a robust customers interactive centre, it must invest in CTI.




At the end of this lesson, we have been able to discover that:

There are three stages of Multi – Channel Strategy which are:

Enabled call centre Services, Automated self services, and deployment of multi channel services.

  • At the first phase, technologies are deployed in order to allow the organisation to increase their service offering to their customers.
  • The second phase is focused on reducing costs and increases uptake.
  • At the last phase, the organisation deployed channels in order to allow the organisation to do business form customers perspective.

In the third phase CTI represents a core investment

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