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All too often however, customer-facing communications are rigid and hardware based. This can make it difficult and expensive to organize customer service and telemarketing programs that respond to customer needs. It can also make it hard to create a competitive advantage that leverages the unique expertise that exists across your organization from the field to your corporate headquarters, from your customers, clients, or constituents to your behind the scenes employees, from your creative departments to your manufacturing plants. Executing an effective communications strategy becomes even more difficult as customers seek real-time contact through text messaging, email, and the Web.