When you hear the terms “omnichannel” or “multichannel” marketing, what do you think of? Perhaps, like many marketers, you think of combining your website presence with your email program. Or, perhaps some of you think of incorporating multiple marketing approaches like email, direct mail and mobile push. Of course, both of these scenarios are completely correct assumptions! 

However, it’s time to think beyond these traditional definitions. In today’s competitive marketplace, where buyers expect individualized, targeted communications on all channels, it’s necessary to think of innovative ways to create this ideal customer experience. The highest-impact multichannel initiative that you can implement could be found within another department in your own company! 

So, consider combining the power of marketing with the skills, talents and processes of your business’ call center. That’s right, the call center. Think about it: This is the place where unhappy customers get turned around, where these callers can become raving fans. Or, it’s the place where prospective customers call to get an answer to a specific question and where upsell and add-on revenue can happen with ease.  It’s time for call center processes and marketing automation
techniques to come together to provide exponential benefits for your company.   

Worry not, I’m not suggesting that you combine organizations, but I am encouraging you to build out joint processes using scoring, automation, call prioritization, call routing and data enhancement. Of course to make this happen, you must integrate your digital marketing and call center databases. For this, you’ll need to build out the rules for which fields need to be integrated and remember, not all fields have to be mapped to make for a fantastic combined workflow.  

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