The Interactive Mediums allow dialogue with customers and prospects, they facilitate the sending of personal messages, and support the creation and delivery of unique customised and personalised products and services.
Many mediums allow interaction at a time and a place that suits the customer.
Other mediums like direct mail and advertising, whilst not interactive, play an important supporting role. Their use, like all the interactive mediums, should be part of an integrated customer communications delivery. The original Riding the Whirlwind Report reviewed a wide range of mediums. They are listed in the left column below. The report concentrated on the use of the mediums and includes the comments of the interviewees in the insurance and bancassurance who participated in the research.