As networks, devices, and media converge, telecom companies have increasingly complex catalogs of products and services on offer to customers who are, in turn, becoming more aware that they can switch to other providers. These companies need to find ways to effectively and consistently engage with customers to optimize the entire sales experience and capitalize on competing influences rather than losing out to them.
advantage of integration organisation
and support—need to take advantage of the available channels directly. To provide the best customer experience means exploiting the best capabilities of each channel, but allowing the user to choose which is most appropriate at any given time, and to flip between them as necessary. An advertisement may be seen on a billboard at the side of the road, discussed over a few text messages, evaluated online through recommendations and peer reviews, with goods ordered over the phone for pick up in store with