Why Businesses Must Adopt a Multi-Channel Messaging Strategy

Extracted 09SEP2011 from http://mashable.com/2011/09/09/consumers-technology/

Social media and smartphones are disrupting the established patterns and practices for B2C interactions. To be successful, businesses have to engage with customers through their preferred channels, whether that be mobile, IM or social networks...

We’re seeing other companies creating complex message-driven workflows to automate processes that previously relied on live operators, or online lookup — for example, banks enabling customers to text short codes to get current account balances or mini statements listing out the most recent transactions. Where things get interesting is when banks provide options for callback requests, click-to-call or click-to-IM options, so that the digital conversation can go beyond the initial message.

Done right, this kind of messaging sets up “context-aware” interactions. Much like a person-to-person conversation that progresses from email to Facebook message to SMS, context is preserved throughout this B2C interaction.

Social media and smartphones have allowed individuals to conduct conversations across multiple channels that can stop and restart over hours or days, but within a sustained context. People increasingly expect to employ that style of communication with businesses as well.