Catalog Executive Panel: Multichannel Customers Reign Supreme

His goal is to be able to have call center reps guide customers through Lillian Vernon’s Web site while they’re on the phone, literally leading them from one portion of the site to the next. “That,” he said,”is seamless multichannel marketing.”

For Fendler, the greatest barrier to being customer-centric in all marketing channels is that you need people who care about your customers within the company, he said. “We’re recruiting people for sales, customer service and the warehouse -- people who will get things done for our customers.”