Search

CRM

Best Practice

Multichannel CRM: design and implementation

FOCUS ON: CRM, Multichannel,

Reply is an expert partner in the design and implementation of communications infrastructures supporting a multichannel approach.

The main feature of the multichannel model is that components are divided according to a three-level architecture, whose main objective is to maximize the distance between channel logic and the business logic:

  • The Front-End drives the presentation problems on the channel of information coming from the lower levels.
  • The Middle-Tier implements the logics able to supply business needs on different channels.
  • The Back-End defines and implements the services/functions the company provides.

Digital communication tools (portals, mobile phone services, contact centres, etc.) make it possible for customers to communicate and exchange information with the company at any given time. Contacts and relations help to perceive the image of a company.

The challenge is knowing how to combine and use knowledge obtained via many channels in order to customize products and services and to make them fit customer needs and demands more closely.