There is tremendous value in establishing a contact policy. Managing the recency and frequency of customer communications can help build trust with customers as well as increase the value of these customers. However, the contact policy is of little value if it’s not comprehensive enough to adapt to changing conditions and account for the most recent communications, regardless of the channel.
It’s a multichannel world, and contact policy must account for and keep up with communications across all channels. The adaptive contact planning process, as discussed in this white paper, is dynamic and adaptive to the changing conditions of the customer across all channels.
There are three the types of communications that need to be considered within the adaptive contact planning process:
- Planned campaigns: These are large-batch campaigns that are designed to promote a particular product or service of the company, for example, a mortgage campaign for a bank or a bundle of products for a telecommunications company.
- Trigger-based campaigns: These are highly relevant campaigns that occur directly as a result of some action on the part of the customer. For example, a change of address or a large deposit in the bank may create an opportunity to interact with the customer in a more direct manner.
- Real-time campaigns: These are campaigns that are made directly during a customer interaction. This could be an offer that is made to the customer as a result of relevant real time information that is being collected.
To continue reading, download the white paper: Adaptive contact planning