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Books > Business & Economics > Business & management > Sales & marketing
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The Multichannel Challenge - Integrating customer experiences for profit (Paperback, New)
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The Multichannel Challenge - Integrating customer experiences for profit (Paperback, New)
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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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