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The benefits and broader applications of a multichannel strategy

Is a multichannel strategy right for your organization? In this #CIOChat recap, participants evaluate the usefulness and scope of multichannel customer engagement.

So many channels, so little time! Multichannel customer engagement means offering up the right content, in the...

right places, to the right people and at the right time. But is it worth the hassle of figuring that out?

As American Cancer Society CIO Jay Ferro recently told SearchCIO, "hit everybody where they are" is one of his organization's goals -- a stance echoed by other CIOs. But how important is multichannel engagement? Is it necessary within your organization? In this #CIOChat recap, participants and site editors discuss the broader applications and effectiveness of a multichannel strategy.

How big a deal is multichannel for CIOs? Is it mainly a concern at retail companies, or are there broader applications?

The benefits of multichannel engagement might be most evident at retail companies, where the ability to connect with current and potential customers about promotions, sales, feedback and customer service is a prized commodity. But retail's far from the only industry that can reap the benefits of a multichannel strategy, according to our Twitter followers:

As SearchCIO Executive Editor Linda Tucci notes, IT leaders should pay special attention to their multichannel strategy due to the sheer volume of technology that's integral to improving customer engagement:

One participant stressed the presence of an active, all-encompassing multichannel strategy as a vital element in today's workplaces:

Given the increasingly short attention span of many customers, #CIOChat-ters touched upon the shifting role of the phone and voice in multichannel engagement:

One CIOChat-ter remarked on the challenge of making multichannel engagement work within an organization given customers' increased expectations for synchronicity, and in a time when multichannel technology is becoming so ingrained in the enterprise:

A recent study found that more than 50% of insurance purchasers would switch technology providers if doing so enabled better online customer engagement. #CIOChat participants agreed that insurance companies can significantly benefit from improved engagement as part of their newfound push to master the channels:

The chief digital officer (CDO), an executive enlisted to help organizations transform business processes to accommodate digital sectors, plays an important role in the creation of a multichannel strategy, bridging the gap between chief marketing officers (CMOs) and CIOs, according to participants:

Do you think there are other applications for multichannel? How are you using the channels to benefit your business? Sound off in the comments section below.

Next Steps

For more on multichannel engagement, check out what CIOs are saying about reaching the right customers in the right places. Then, head over to SearchCRM for tips on how to tailor your multichannel strategy to the customers. Finally, hear one retailer's multichannel success story over on ComputerWeekly.com.

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Has your organization adopted a multichannel engagement strategy? Why or why not?
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It has been realized that there's need to adopt a multichannel engagement strategy, if the intention is interacting with current customers or prospective customers. Multichannel strategies help utilize the little time available to share informative content with our customers across the many social platforms that exist today. The main objective here is to attract the interests of our customers, hence, any channels that could be viable for reaching specific customers is what the organization pursues.
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