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, to 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 expl...