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In the wake of the life science industry witnessing a significant upheaval (e.g. shifting customer importance, altered customer expectations, technological advances), more recently, numerous studies give account of the significance of thoroughly managing the plethora of communication channels. While the notion of ‘Multi-Channel Management’ surfaced as a crisp term to echo the management of touch-points with customers, life science companies are reportedly embracing the emergence of novel technologies and channels (e.g. customer portals, smartphone apps, social media) in a more operational manner to intensify communication efforts, but appear to be falling short of a truly integrated and strategic cross-channel concept.

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