CRM must deliver cross-channel experience | TMA Resources

CRM must deliver cross-channel experience | TMA Resources: Crossing channels
Speaking to TechTarget, Natarajan, global head of CRM enterprise solutions for Tata Consultancy Services (TCS), said offering a cross-channel experience is one of the greatest challenges that many organizations face.

Numerous studies have indicated that customers now expect organizations to offer services through multiple channels. In addition to traditional forums, such as the telephone and email, clients now want to be able to reach out to a firm via live webchat, text messaging, social media and more. If these options are not available, individuals may feel the organization is not paying sufficient attention to their needs and desires.