New communication channels like social media and mobile are fundamentally changing the relationship between companies and their customers. Most organizations are still working through their initial response to this radically different environment.
Customers today expect their interactions with a brand to be more of a dialogue than a company-dominated monologue. Customer engagement is top of mind. Companies should not ignore this and involvement from top management is needed to ensure that this trend is imbedded in corporate strategy.
Customer communications management is one of the srategies to help increase customer engagement and customer experience.