Customer Service: Mind the Gap

Learn From All Channels
Moving seamlessly from channel to channel requires abandoning your silos and learning from and sharing with each other. You have to change the way you measure, incent and praise people, while adjusting to customers' changing needs.

"Learn something new about the customer, regardless of channel, at every interaction, and then do something about it," advises Scott McIntyre, former director of multichannel development at consumer electronics retailer Best Buy. "Large multichannel companies often have individual channel goals that compete against each other on operational, cost and revenue metrics. Ultimately, this causes tension and mistrust with customers, leading to higher cost of service and ultimately erosion of their brand loyalty."