The Communications Tightrope

Alison Smith

How to balance on- and offline customer communications to create effective CRM (customer relationship marketing) strategies.

The Communications Tightrope

Alison Smith Caribiner

There has been a fundamental shift in business dynamics over recent years, in which changes are increasingly being accelerated by the introduction of the electronic channels of communication into the mix. 

For business, there is greater competition, higher customer expectations and increasingly complex products and services in the marketplace.

For the consumer, the marketplace has become a confusing array of alternatives. Each day, all of us are bombarded with increasing volumes of communications trying to reach out and get noticed, with information overload emerging as a new concept. In this new world...

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