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The Multichannel Challenge: Integrating Customer Experiences for Profit - Softcover

Wilson, Hugh; Street, Rod; Bruce, Lindsay

 
9780750687119: The Multichannel Challenge: Integrating Customer Experiences for Profit
Softcover
ISBN 10: 0750687118 ISBN 13: 9780750687119
Verlag: Routledge, 2008

Inhaltsangabe

While innovation in products and services continues apace, today's competitive strategy is equally based on innovation in the route to market. Tesco.com, Direct Line, First Direct and easyJet are just a few examples of innovative channel strategies as a key component of the value proposition. We find ourselves in a multi-channel world. This book is drawn from the experience of major companies such as IBM, First Direct, Taylor Woodrow and BT. Lessons are explained clearly: be Multi not multiple; channels as weapons; think combinations; design from the top, but think people and measure it. The key concepts are backed by carefully tested practical advice from making organisational change to understanding channel metrics. Based on work from Cranfield's world leading Customer Management Forum, this is the essential practical guide for senior management in key areas like marketing, sales, customer services and strategy.

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Über die Autorin bzw. den Autor

Hugh Wilson, Rod Street, Lindsay Bruce

Von der hinteren Coverseite

We live in a multichannel world. Whether booking a hotel, reviewing our pension or evaluating potential suppliers at work, we routinely step from one channel – the web, the telephone, e-mail, an outlet, a sales representative, a distributor – to the next as we go along our journey as customers.

Yet viewed from the other side, in the customer-facing functions of marketing, sales and customer service, we often behave as if customers stayed strictly within the channel silos and functional tasks around which our organisations are structured and measured. Rethinking multichannel strategy around the concept of channel chains – combinations of channels which perform complementary roles in the customer journey – does not just provide a more compelling customer experience: it unlocks the possibility of reducing costs and extending market reach simultaneously.

Based on over five years of research with leading organisations, The Multichannel Challenge explains a step-by-step process for developing multichannel strategy. Its case studies on such leading exponents of the art of combining channels as First Direct, IBM and BT also spell out how to implement the strategy, dealing in depth with change management, customer migration, metrics and rewards.

Channel strategy has long accounted for a large proportion of the enterprise’s costs. As products have become commoditised, it has also become a key driver of revenue, the primary communication vehicle for the brand and a critical avenue for knowing the customer better. Drawing on powerful success stories from business-to-business, consumer and not-for-profit sectors, The Multichannel Challenge demonstrates how multichannel strategies can become a business goldmine, delivering step-change improvements to profits as few other business initiatives can. Multichannel innovation will be a major competitive weapon over the years to come, and the multichannel challenge must be on the agenda of every senior management team.

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Verlag
Routledge
Erscheinungsdatum
2008
Sprache
Englisch
ISBN 10 
0750687118
ISBN 13 
9780750687119
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
246
Kontakt zum Hersteller
preigu GmbH & Co. KG
mail@preigu.de

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