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[Introduction] [Content] [Further Considerations] [Other Technologies]
The Interactive Mediums allow dialogue with customers and prospects, they facilitate the sending of personal messages, and support the creation and delivery of unique customised and personalised products and services. Many mediums allow interaction at a time and a place that suits the customer.
Other mediums like direct mail and advertising, whilst not interactive, play an important supporting role. For instance, they can reach customers and prospects who have yet to acquire the interactive mediums, or who have them but use them in a limited way (e.g. PCs just used for game playing). Their use, like all the interactive mediums, should be part of an integrated customer communications delivery.
The original Riding the Whirlwind Report reviewed a wide range of mediums. They are listed in the left column below. The report concentrated on the use of the mediums and includes the comments of the interviewees in the insurance and bancassurance who participated in the research. Links to more recent developments are listed in the right column.
Original Riding the Whirlwind Report |
More Recent Developments |
|
| 5.1 Post | Post
 |
|
| 5.2 Fax | Fax
|
|
| 5.3 CDs and Disks | CD-ROMS and Disks
|
|
| 5.4 Kiosks | Kiosks
Includes a presentation by Dr. Kathy Keeling. |
|
| 5.5 Pagers and Personal Data Assistants | Mobile Computing 60% completed | |
| 5.6 Telephones and Smartphones (includes voice mail) | Telephones,
Smartphones |
|
| 5.7 Interactive TV | Digital, Interactive and Web
TV |
New Graphs & New Text |
| 5.8 Web-TV | See the above item. | |
| 5.9 Internet E-mail | Internet -
E-mail |
|
| 5.10 Internet - World Wide Web | Internet - WWW
|
|
| 5.11 Proprietary ISPs | Internet Service Providers
|
|
| 5.12 Summary | ||
| Media (TV, magazines, newspapers)
|
Once you have reviewed these different mediums, you should then consider those mediums that are most applicable to your customers, market and objectives. See Which to Use?
Besides the very visible interactive mediums, organisations need to ensure
there is an adequate supporting infrastructure. This includes such technologies
as:
that record individual preferences and past
purchases so that staff and agents can give that personalised and individual
touch.
and
data visualisation to identify which customers to interact with, when to
interact, how to reach them, and what compelling message to use. By predicting
a customer's likely future behaviour you to reach them before they make their
buying decisions.
for marketing and administrative flexibility
and responsiveness, ultimately at the individual customer level.
that can interfaces will any of the delivery
mediums as well as support multiple delivery mediums for a single customer.
for co-ordinating activity when process activities
are undertaken by separate units and where processes are dynamically evolving.
allow customers to freely express needs and
aspirations, or input pre-sales or service requests to the company.
to complement the business architecture.The bread, depth and often newness of the above, combined in many cases with a neefd to integrate with established technology and processes, posses a major challenge to IT and Systems directors and managers. Follow the link for a list of these challenges.
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