The Multichannel Challenge

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.

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;

Hugh Wilson, Rod Street, Lindsay Bruce