Gartner Research

Three Steps to Enrich the Customer Experience With Contextualized Communications

Published: 26 August 2016

ID: G00290216

Analyst(s): Pete Basiliere , Mick MacComascaigh , Karen M. Shegda


Personalized and contextually relevant communications improve organizations' relationships with customers and constituents. IT application leaders who deploy customer communications management and web content management solutions synergistically can deepen customers' engagement and loyalty.

Table Of Contents
  • Key Challenges



  • Step 1. Shift Your Communications Initiative From a Tactical, "Push" Perspective to a Strategic Focus on the Customer's Perspective Inward
  • Step 2. Move From Single-Channel to Multichannel Distribution, and From Multichannel to Cross-Channel Communication
  • Step 3. Orchestrate Communications Solution Components, Instead of Relying on a Single Monolithic System

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