SOI Direct Mail: Multichannel Management:
How to lower costs and
maximize opportunities
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It's important to understand how sophisticated an overall CCM system is, and where it may need to be improved. One source of insight is your customers, who will be more than happy to tell you the ways in which they feel your communications can improve. Take the time to ask them how they want to interact with you. Likely, many of them will prefer less expensive and less cumbersome channels. That is an opportunity to save money and create more engaging relationships with your customers.
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Murray D. Martin
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