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My Take: Second Screen CRM
Gary Lemke, Chief Customer Advocate   (August 10, 2012)
 
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As if the multi-channel challenge weren't difficult enough . . . according to a Nielsen survey, over 80% of tablet and/or smartphone users in the U.S. have used their devices at least once while watching television. This multitasking between two screens is often referred to as “second-screen viewing." Makes sense when you think about the population's pervasive desire to text while driving.
 
In the world of CRM, it used to be about being available on multiple channels - phone or web or mobile or whatever. Now, it's about being available on all those channels simultaneously. The "or" is replaced with "and."
 
In the past, organizations could craft a channel strategy to match how they wanted to interact with customers. Now, customers are coming to organizations with their channel preference(s). Scrambling has replaced planning in many cases.
 
Hold on . . . do you sense the coming of three screen CRM?
 
  What's your take?
 
Gary Lemke   twitter  Blog  Blog
 
 
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