Report: Marketers Use 8+ Channels to Build Customer Relationships

Marketers are constantly working to maintain relationships with customers, and new research suggests that they are using a wide array of channels, such as email, to reach out to them on a regular basis.

ProsperWorks recently conducted “The State of Customer Management in the Relationship Era” report to determine how marketers and sales representatives are maintaining relationships with existing customers. Nearly 100 percent of respondents said that they are using a customer relationship management system in their role. Furthermore, about 7 out of 10 respondents claimed to have more than three teammates involved in every customer relationship.

When it comes to reaching out to buyers, most respondents (94 percent) said that they leverage email with potential and current customers. Ninety-five percent stated that they utilize email to build existing customer relationships. However, about half of the respondents said they use at least eight different channels to build lasting relationships with both current and future customers.

The Growing Importance of Omnichannel Marketing

Utilizing multiple channels to reach out to existing customers and prospects is becoming increasingly important, according to previous research.

Target Marketing conducted the “Omnichannel Marketing: The Key to Unlocking a Powerful Customer Experience” report and discovered that one-third of marketers already believe it is “very important” to have a cohesive omnichannel experience in their respective industry. At least 40 percent believe it’s “fairly important” or “important.”

Lack of budget, lack of personnel with skills and know-how to enact omnichannel strategies, and problems accessing data across all channels were the top roadblocks for marketers in terms of achieving these goals.