SOI Direct Mail: Multichannel Management:
How to lower costs and
maximize opportunities
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One piece of advice is to try not to stitch together your own solution in a piecemeal fashion. CCM, at its best, is an end-to-end, integrated set of activities that combine customer data analysis and profiling, physical and digital document creation, multichannel distribution and multichannel response management with response analysis. It is important to work with technology companies that have expertise across these different areas, and that can help integrate them so they work together and reinforce each other. This approach helps with accountability and reporting, and reduces finger-pointing among different suppliers.
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Murray D. Martin
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