Executive Summary (This is a document excerpt)

By mid-2006 more than 85% of consumer-oriented firms plan to target marketing messages in one or more inbound interaction channels. But almost half of the firms that do this today use only basic rules to determine the message that the customer receives. Firms that use their inbound channels to push poorly chosen marketing pitches will have limited success. Worse, these firms risk decreased customer satisfaction and sub-optimal long-term value.

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