Marketing is a multichannel effort thatincludes a wide range of touch points. The touch points range from websites and email promotions to traditional printadvertising, postal mail, and broadcast, and direct sales by phoneand in-person sales teams. But too often, each channel worksindependently, accountable to its own objectives, unaware of theefforts and results made within other marketing channels. As aresult, call centers speak to customers without knowing theoffers the customers previously accepted or rejected.
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