Chapter 23. The Impact of Channel Optimization on Social CRM

All organizations at one time or another have dealt with happy and unhappy customers, profitable and unprofitable customers, and high-and-low maintenance customers. What if an organization had a magic wand that optimized the channel(s) that customers use so that each customer gets to use the preferred channel(s) while the organization maximizes the profitability of each customer by encouraging each to use the optimal channel(s), based on the organization’s cost-to-serve the customer? Sound enticing? I hope so, since beyond doubt channel optimization is the most important area that impacts an organization’s profitability. Channel optimization also meaningfully impacts the way that an ...

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