The Three Pillars for Successful Multi-Channel Communications

Paul Aynscough

A successful multi-channel communications plan requires dynamic channels (including SMS, email, voice, video chat, and web) that can facilitate engaging and two-way communication. For marketers, transforming their companies digital capabilities, it’s important that it’s as easy as possible to put all these channels together in a continuous, seamless customer journey.

A nonlinear journey can still be seamless.

A customer may engage with your brand via a social post on their LinkedIn feed which prompts them to click through to your website or even trigger an SMS marketing/sales campaign.

Some clients will not engage with an email but will respond to text messages, while others will prefer one channel for reaching out to customer support, another for making purchases, and another for inbound promotions. Each customer has a different preference, and as best as possible, organisations need to offer a range of options that can accommodate all.

With automated multi-channel communications, a high quality, high-touch customer experience can be delivered.

Consumers decide the right place and right time to have a conversation.

Customers no longer purchase goods and services strictly between the hours of nine to five. For organisations that are only available to finalise a purchase or make a premium change during these hours, it’s time to take a hard look. Why is that still the case?

When contacts go offline, customers might be persuaded to buy from the competition. This doesn’t mean contacts should be replaced by websites or call centres. It means contacts need digital tools and a multi-channel strategy and touchpoints that keep customers from churning or choosing a competitor’s offer.

Organisations that possess an integrated multi-channel toolset will continuously stand out, gain qualified leads, and maximise conversion throughout the customer lifecycle.

In order to support clients’ non-linear journeys, while transacting with them at the right time and place, organisations will need to adopt a multi-channel approach supported by these three pillars:

1. One size does not fit all.

While the majority of organisations have built a digital presence, a legacy of static and basic rudimentary digital communication practices still exist.

A digital marketing campaign promoting a sales or new product offering blasted through a mass SMS will no longer cut through.

98% of people might open your SMS but every individual contact within a campaign has dozens of communications channels in the palm of their hand today. And therefore, are now much more particular about what they respond to depending on the platform and timing through which the message is sent.

For many, an SMS with a basic response prompt won’t be enough to fulfil their need for more information.

By leveraging a contact’s channel preferences, organisations can send a message via SMS, email, social, or even WhatsApp. This can include a direct link to a customised rich message landing page, personalised to the recipient, which includes more information and facilitates interactions such as booking a consultation, filling a web form, providing feedback, and so on.

2. Creating a single view of the customer.

A single customer view (SCV) provides organisations with the ability to track audience activity and their communications across every channel.

When the SCV and communications are managed via one platform, powerful reporting and analytics provide detailed insights into how interactions and behaviours will drive future engagement.

By developing a better picture of each customer and their communications journey, organisations will have the intel for future interactions which are more engaging and meaningful, helping to increase the lifetime value of each customer.

Siloed communications are executed as a series of individual efforts connected only by similar branding. In contrast, an SCV approach connects the marketing efforts.

3. Giving your customers ‘choice’ in their communications journey: Integration of channels.

In the pursuit of digital competency within the communications space, organisations adopt multiple channels as part of a comprehensive communications strategy.

The problem many faces, however, is an ever-growing collection of siloed and divided channel platforms.

Whispir gives organisations unprecedented flexibility in multi-channel communications. Allowing your organisation to have real conversations with your audience on the platform that suits them by effortlessly pivoting across multiple channels.

  • Two-way SMS and email.
  • Voice message and IVR (Interactive Voice Recognition).
  • Instant video conference requests.
  • Direct message via Facebook or WhatsApp.
  • Twitter and Facebook updates (social channels).
  • Data channels (RSS, CAP) and XML feeds
  • Mobile web experience


To find out more on how Whispir helps organisations across every industry, check out our resources page.