Interactive Marketing Communications techniques leveraged through Customer Communications technology platforms will bring about cultural changes that will need to be managed. Here is a short list of some of the impacts that Customer Communications technology.

1. An increased intensity of organisational learning and iterative relationship development techniques.

Communications out, orders, queries and other data in. Customer Communications technology will increase the level of knowledge concerning customers and prospects. It will be necessary to focus and develop best practice approach to managing and leveraging and analysing a  wide variety of data coming from various sources.

2. A need for increased reliability, accuracy and efficiency in communications practices.

You will need assurance that communications are reaching their destinations. Effective use of channels, and accuracy of data drive the efficiency of the customer communications infrastructure. Production performance / KPI dashboard will become increasingly important.

3. To ensure that communications embrace four key concepts. Value, knowledge, relevance and purpose.

Each communication should offer the individual value, should promote engagement through demonstration of relationship understanding, should offer relevance to the individual and should have a purpose for both the customer and the organisation contacting the customer.

4. To create a culture of informed customer relationship management.

Leverage the data to meet the criteria set out in 3. Be productive in your planning, analysis, control and execution of customer communications.

5. To appreciate and best use channels with varying dynamics and suitability of purpose.

Each channel has varying dynamics and suitability for purpose. Evaluate these carefully in the planning of you marketing communications plan.

7. To have a live interaction with the market

Global 24/7 brands leveraging customer communications will be pushing data out, bringing it in and adapting to the market minute by minute. Ever interaction is a learning exercise. When corporate goes to bed, the next morning the market and the possible results will have changed. Over time, Customer Communications will drive live market adaptivity, flexibility and reactivities as necessities not, a nice to have.

8. Recognise that the customer communications infrastructure can support all communications  purposes.

The organisation should not make the old mistake of re-fragmenting customer communications processes. Your customer communications platform is strategic in the way that ERP and CRM was when it was implemented.

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