Build the Right Company Culture

4. Maintain brand consistency across all channels. Want to confuse your customers? Easy, just mix design and image messages across selling channels. Keep your company culture under control by paying close attention to all brand details.

5. Structure worker and managerial compensation in an “if the company succeeds, I succeed” format. While there should be friendly competition between channels, “my channel is superior to yours” or “we make more money than you do” attitudes are deleterious to the entire company. Seize every opportunity to cross-sell other channels, whether by mail, phone, e-mail, Web site or at the store.