Building up an online and an offline rapport through newsletters and community-based features. How to make the most of multi-channel information exchange and customer profiling operations to determine the right Customer Experience Mix.

How can we go about designing a unique, memorable online customer experience? How can we get the customers interested and involved in order to persuade them to purchase our products and services and remain loyal to us over time? And how can we make the best use of the available contact channels to acquire information on their tastes and preferences in order to provide a better service?

"As soon as an existing or potential customer sends us an e-mail, calls us on the telephone or views the description of, say, a roller-skate on our site before coming in to try it on in the store, there is an interaction that takes place. The question for us, then, was how can we manage to integrate and trace back the customer information and requests receivedvia different points of contact to the single customer? So we had to equip ourselves with an automatic system to keep track of our customers’ behavior patterns each time they come into contact with the company (whichever method they use), with a view to optimizing that relationship as part of an integrated, multi-channel interaction.”

leo: "The management of customer interaction across multiple channels is one of the key elements of CRM, and the internet is the tool that – more than any other – allows us not only to interact but also to collect and analyze the information supplied and the actions executed by the user on the net. Every instance of contact represents a moment of truth, an opportunity to get to know the customer and enhance our relationship with them.”