How can you balance urgency, relevance and restraint in omnichannel customer messaging?

In this episode, Trish Magnetico, customer communications lead at GFiber, a high-speed broadband internet service provider, shares how her team infused marketing into their new customer relationship management (CRM) approach through SMS and push notifications. She discusses how her team uses data, testing and consent-aware channel choices to focus on quality over quantity and increase engagement across formats. Major platform migrations, she says, can also activate necessary transformation for delivery strategy, message design and data hygiene infrastructure across new and existing customer communication channels. 

GFiber's Trish Magnetico shares how to scale customer communications without creating noise, using testing, data, and channel-specific choices to prioritize quality over volume.  Trish says omnichannel CRM at scale depends on marketing and engineering working closely together. She explains that this joint effort joint effort is particularly important when using sensitive customer information to deliver targeted, personalized experiences that stand out among the dozens of daily marketing communications customers receive across SMS, email and more. 

Noting how one signal can create multiple customer touchpoints, Trish encourages leaders to stay disciplined with scope, not get hung up on volume, and pay close attention to what customers communicate in support feedback, as this can reveal the right messages to send via the right channel, at the right time and for the right reasons.

That’s how CRM marketing can create impact.