Ed's Take: Keeping Customers Happy, Regardless of Channel

Another very important area in cross-channel retail is cross-channel customer service.

During less-than-stellar economic times — when staffs and resources are cut and a general malaise abounds — some retailers may think of customer service as an afterthought. And making sure it's integrated across channels? That's likely last on their lists. But despite the economic situation, consumers are as savvy as ever, and as a result expect excellent customer service regardless of the channel they choose or the company's economic situation. In fact, in bad economic times, consumers hold tightly onto their money. If they don't get the service they believe they deserve, they'll go elsewhere– — or perhaps not spend at all.