European Communications – Omni-channel CRM could save operators €4 billion, claims study

Northstream CEO Bengt Nordström commented: “Ironically, we found that knowledge about customers at the service provider end is becoming more and more incomplete as the different channels are not sharing their respective customer data. For instance, a customer’s online/self-service transactions or dialogue with a call centre are often not visible to staff at the stores.

“One of the key benefits of multi-channel to service providers should be improved customer understanding and information, delivering an improved personalised experience.”

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