Master the Multichannel Tango

Serving Customers

“Multichannel” is a retailer — not a customer — concept. Customers view your brand as a unified whole, regardless of where and how they deal with you. They expect a seamless flow of service and information from your contact center, Web site and stores. Multichannel excellence requires meeting that expectation. For example:
1. Do your contact center reps have access to your Web site?
2. Can they co-browse, or push pages to callers?
3. If a customer sends you an e-mail about a problem and follows up by phone, does the rep have access to the e-mail thread?
4. Can your customers use online offers in your stores?
5. Can they use catalog item numbers to quickly order online?
6. Can a customer return a product bought online to your stores?