Increasingly, many brands can be categorised in terms of information. That is, customers expect a certain amount of information about products to be easily accessible. The majority of customer communication itself is now in real time and, increasingly, this is a customer expectation. When visiting a motor insurance provider's website Mr Smith doesn't just want to compare prices with other providers. He wants to be able to complete the entire process of obtaining a quote and taking out cover on-line in one visit, if he has to wait for a form to sign before his cover can start he is likely to go elsewhere.
Corporations commonly spend very significant sums to generate enquiries.
It is not uncommon for one incoming telephone call to cost hundreds of pounds, but there is seldom any consistent methodology for processing these calls and responding in a timely manner. For many channels, particularly the Internet, there is a growing trend to automate the marketing process. Sometimes companies have to automate the process because the technology allows no other feasible option, sometimes automation is carried out in terms of increased efficiencies and reduced costs. An integrated corporate marketing system cannot be successfully implemented without a business commitment to integration. It is relatively common for organisations to have bought a range of 'best of breed' systems to suit the needs of different parts of the business.