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Ernie Schell
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Integration Management
Mastering technology is only half the battle, however. The biggest issues are those that determine the kind of experience the customer will have in your multichannel environment.
Whether you have a tightly or loosely coupled e-commerce application, you must support connectivity with your enterprise-wide customer-management system. Customers should be able to seamlessly place orders across both channels (with strong authentication and security). Customer service should be held to high standards and made available in either sales channel.
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Ernie Schell
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