Responding to trends, fast
It took the telephone over 100 years to overtake telegrams as the main medium of quick, long-distance communication. Yet the telephone was outstripped by email after only 30 years. SMS became more popular than email in less than 15 years, and this is already being usurped by instant messaging as the channel of choice for customers to interact with each other and their favourite brands.
Yet while older forms of communication like phone and mail may have been superseded, they haven’t been replaced. Many consumers still prefer phone and postal contact to new apps. It’s vital to have a presence across all relevant channels, traditional and new, to satisfy your business’s entire customer-base.
However, this is no easy task for the IT department. As CX and Marketing departments push to reach their customers in the medium of their choice, IT will be tasked with identifying the right technology to help the organisation adopt new channels, fast. Practically, that means having the flexibility to build out new capabilities, not ripping and replacing existing infrastructure which is not only expensive, but too time consuming to allow their organisation to get ahead of new trends.