Master the Multichannel Tango

Takeaway Tips:

Take a hard look at your company from your customer’s perspective, assuming all services and information are shared across channels. While you may not be able to achieve that tight integration today, move toward that goal in small steps.

Test serving a digitized clickable version of your print catalog online. Test live chat, dedicated kiosks or simpler Web terminals in your stores. Investigate integrating your call center with your e-mail contact center. While such technologies were cutting-edge two years ago, they’ve moved into the mainstream, and many vendors offer robust solutions at reasonable cost.