A framework for XML‐based multi‐channel contact point integration

Purpose – This paper explains the concept of how XML can be used to tie together the many different communication channels into a single contact point system. The purpose is to propose a contact point framework that utilizes XML technologies to integrate multiple communication channels. Design/methodology/approach – This is a conceptual paper where two general approaches to channel integration are described and critiqued and a third one proposed. Findings – This paper has suggested that contact point channel integration products based on XML technology can be used to lower the design, development, management and maintenance costs. The proposed framework can be an initiative in the open source community where software developers can contribute towards the modular development of such software. The use of XML as the primary data interchange language promises to add value to the contact points of a business at a relatively low cost. Research limitations/implications – Further research is necessary to evaluate and perfect the use of XML in this context. Practical implications – This research suggests a roadmap for how systems integrators can use XML technology to integrate multiple communication channels in a Customer relationship management (CRM) environment. Originality/value – This is the first research to examine the different approaches to CRM channel integration and propose an XML‐based framework for accomplishing this.