5 Methods to Find Your Best CRM Channels

Caplan's opinion differs in one respect: He highlights direct mail and email as the main channels, but says they should be employed in tandem. Caplan adds: "In the end, I would say the main point is not that one channel is inherently better or worse than any other, but that the best marketers determine the combination of channel and content that is likely to yield the biggest bang for the buck."

Surry adds that while e-commerce has grown exponentially over the years, call centers and direct mail tactics will never disappear completely. At the same time, “new customer channels, such as those being delivered through social media networks, need to become part of this mix, not treated separately.”

3. Provide personalization. Content and offer should be personalized, and the next step is using customer history and preferences to inform communications, Caplan says. For a Hyundai owner, that means customized offers based on the model owned, the vehicle mileage and the owner response history.

So while Sample isn't a real person, other direct mail pieces from Hyundai show how specific the offers can get. For instance, a coupon for a $98.99 brake job includes a Tucson customer's vehicle identification number, as well as the nearest dealership where he can take advantage of the "exclusive savings"—Jim Click Hyundai East at 6420 E. 22nd Street in Tucson.

Also, Surry says, ensure the customer experience remains personalized and consistent across channels by informing all departments about new information in real time. He points to a case study in which Tesco Bank created a customer-centric environment with timely, relevant customer communications.

4. Realize that a case-by-case basis may be the norm. Certain industries have built up strengths in certain channels, Bazaz says. At the same time, customers have different expectations for communications in different channels. So, he says, "while there is scope for experimentation and changing the marketing mix, it's usually a company-specific initiative rather than an across-the-industry shift."