SOI Direct Mail: Multichannel Management:
How to lower costs and
maximize opportunities
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Step Four: Identify solutions that are as easy for your customers as they are for you. The potential for multichannel CCM is very exciting. But beware, there are likely to be many failures there before successes. The failures are most likely going to fall into the trap of being designed for the ease, convenience and benefit of the companies, without much thought to the actual lifestyle of the busy consumers who are supposed to be the end-users. This is understandable because it is the mailers who will pay for CCM solutions, and will therefore disproportionately influence their design.
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Murray D. Martin
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