Multi-channel CRM: consistent experience is key

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By: Wise Marketer Staff |

Posted on April 29, 2002

Multi-channel CRM: consistent experience is key

Consumers expect a company's resources and services to be available in real-time through any branded channel: branches, local agents, retail outlets, dealers and internet sites. Chordiant Software, a global supplier of dynamic CRM applications, says that traditional CRM offerings have failed to bridge those gaps...

Providing inconsistent customer service and fulfilment functions leads to an inconsistent customer experience, often with significant costs to the business. Chordiant's latest CRM software offering, Chordiant 5 Channel Suite, allows both direct and indirect channels to operate consistently, providing real-time information with lower operational costs. The suite consists of five separate applications and a new server platform, and includes modules for marketing, selling and servicing.

Companies can use the new offering to perform channel analysis, deliver personalised training to independent branches, measure the effectiveness of channel programmes, and make customer information and enterprise systems available to the channels. This can result in more consistent brand experiences, consequently increasing customer retention and reducing the costs associated with indirect business.

What customers expect "Many vendors talk about CRM in the channel and how it is critical to brand consistency and loyalty, and Chordiant has taken steps to actually make it happen, extending the enterprise through the branch and straight to the consumer," said Chordiant's president, Stephen Kelly. "Customers expect the same level of service from their banks, insurance agents or credit card companies whether they're dealing with headquarters or a branch or an independent agent."

Chordiant says that its new system can drive down the cost of customer interactions by providing customer-facing staff with guided interactions, a managed end-to-end process, and data entry validation - all of which limits human error, reduces costs and improves productivity. The software can also be easily adapted to address the complexity of CRM interactions unique to the financial service and telecommunications industries.

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