MIT Sloan Management Review Article on Make Your Communication Technology Work for Customers

In 2019, businesses will pour a massive $1.5 trillion of their IT spend on “communications services” technologies, Gartner predicts. Across all kinds of organizations, managers are looking to add new platforms to expand their reach with customers and increase internal productivity.

Unfortunately, much of that money will be wasted.

After more than a decade of working with businesses of all sizes on their communications challenges, both external and internal, I am observing a growing number of problems that companies are facing with regard to how they engage their customers. Chief among them is how fractured this engagement has become.