Multichannel Challenge

Hugh Wilson, Rod Street, Lindsay Bruce

“ ‘Should we improve customer experience or reduce channel costs?’ Through the breakthrough concept of channel chains, this influential team shows how we can do both at the same time, with startling results. A wake-up call that's useful, fresh, and above all, practical.”Don Peppers and Martha Rogers, Ph.D., authors of Rules to Break and Laws to Follow and co-founders of Peppers & Rogers Group“Raises multichannel customer management to another level with a complete toolbox of concepts, cases and techniques. A great piece of work. Excellent writing, too.”Don Schultz, Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University

• Part 1 The case for multichannel; Chapter 1 The importance of channels; Chapter 2 Making multichannel a source of competitive advantage; Chapter 3 Multichannel diagnostic; Part 2 Developing multichannel strategy; Chapter 4 Defining the right channel combinations to offer; Chapter 5 Integrating the multichannel proposition; Chapter 6 Building the case for change; Part 3 Making multichannel work in practice; Chapter 7 Organising for successful change; Chapter 8 Tracking and measuring effectiveness; Chapter 9 Encouraging customers to use channels effectively;