The Multichannel Challenge

By: Hugh Wilson, Rod Street, Lindsay Bruce

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Paperback | 29 February 2008 | Edition Number 1

At a Glance

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248 Pages

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24.13 x 19.05 x 1.27

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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.
-Shows how, with the internet and call centre alongside existing resellers, and with sales forces channel management and integration a critical activity, you can employ channel management to maximise the success of your channel strategy
-Based on IBM's worldwide experience and the huge research reach of Cranfield this practical guide is authoritative, full of major international cases, guiding you to easy implementation
-From strategy to metrics the book shows how the best companies blend and balance channels to maximum sales effect, and how you can apply this in your own organisation

Industry Reviews

" '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

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Non-Fiction Business & Management Sales & Marketing Management & Management Techniques Industry & Industrial Studies Distributive Industries Retail Sector

List of Figures
List of Tables
So what is multichannel?
The case for multichannel	p. 1
The importance of channels	p. 3
Making multichannel a source of competitive advantage	p. 21
Multichannel diagnostic	p. 57
Developing multichannel strategy	p. 69
Defining the right channel combinations to offer	p. 71
Integrating the multichannel proposition	p. 97
Building the case for change	p. 121
Making multichannel work in practice	p. 141
Organising for successful change	p. 143
Tracking and measuring effectiveness	p. 175
Encouraging customers to use channels effectively	p. 199
Index	p. 215
Table of Contents provided by Blackwell. All Rights Reserved.

The Multichannel Challenge

At a Glance

Paperback

Industry Reviews

Shipping

How to return your order

Defective items

You Can Find This Book In

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