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The Multichannel Challenge

Autor Hugh Wilson, Rod Street, Lindsay Bruce
en Limba Engleză Paperback – apr 2008
While innovation in products and services continues apace, today’s competitive strategy is equally based on innovation in the route to market. Tesco.com, Direct Line, First Direct and easyJet are just a few examples of innovative channel strategies as a key component of the value proposition. We find ourselves in a multi-channel world.

This book is drawn from the experience of major companies such as IBM, First Direct, Taylor Woodrow and BT. Lessons are explained clearly: be Multi not multiple; channels as weapons; think combinations; design from the top, but think people and measure it. The key concepts are backed by carefully tested practical advice from making organisational change to understanding channel metrics. Based on work from Cranfield's world leading Customer Management Forum, this is the essential practical guide for senior management in key areas like marketing, sales, customer services and strategy.
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Specificații

ISBN-13: 9780750687119
ISBN-10: 0750687118
Pagini: 246
Dimensiuni: 192 x 245 x 14 mm
Greutate: 0.68 kg
Ediția:New.
Editura: Routledge

Public țintă

Marketing, sales and customer service professionals, covered in courses in CRM and sales/marketing management.

Cuprins

Introduction; The case for change (1): treat different customers differently (Case study: IBM); The case for change (2): channel combining for wealth (Case study: BT Major Business); The case for priority: picking win-winners (Case study: Intelligent Finance); The case for investment: mind the gap (Case study: General Motors ߝ two generations of multi-channel CRM); Executing channel change (Case studies: DVLA, First Direct); Multi-channel metrics: where’s the customer gone? (Case study: Taylor Woodrow); Postlude: Future sense.

Recenzii

“ ‘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

Descriere

Based on work from the Cranfield Customer Management Forum, this is an essential practical guide for senior management in key areas like marketing, sales, customer services, and strategy.